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Kenya Tourism Board collaborates with influencers to enhance tourism appeal

Betty Ichan, KTB's Director of Market Development. Photo: Farhiya Hussein

By Farhiya Hussein | Thursday, June 13, 2024

The partnership aims to leverage the influencers' widespread reach to draw more visitors and drive growth in the tourism sector.

In a strategic effort to amplify the visibility of Kenya's diverse tourist attractions, the Kenya Tourism Board (KTB) has teamed up with influencers from several African countries, including Uganda, Ethiopia, Rwanda, and Tanzania.

The partnership aims to leverage the influencers' widespread reach to draw more visitors and drive growth in the tourism sector.

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During the East Africa Community (EAC) Influencer Familiarization dinner on Wednesday, Betty Ichan, KTB's Director of Market Development, explained the importance of the initiative.

"Africa is our key focus market, which is why we have engaged influencers from East African countries to help us showcase Kenya’s rich tourism offerings. This is part of our broader strategy to position Kenya at the forefront of the tourism industry," she stated.

Ichan emphasised that 42 per cent of Kenya's tourists come from other African nations.

"We are focusing on our most accessible market. By working with influencers, participating in key exhibitions, and running consumer campaigns, we aim to place Kenya at the forefront of African tourism," she added.

She mentioned research shows that many people begin planning their vacations on social media, following and interacting with influencers. KTB's collaboration with influencers seeks to tap into this trend, reaching potential tourists through popular online platforms.

Ali Jape from Zanzibar also praised the collaboration, noting that it has greatly enhanced his appreciation of Kenya’s natural beauty and cultural heritage. He mentioned visiting locations such as Amboseli National Park, experiencing Nairobi's vibrant nightlife, participating in activities like horse riding in Nanyuki, diving in Diani, and exploring the culture and architecture of Mombasa.

Eudith, an Ethiopian influencer and TV host, recounted her experiences during the tour, highlighting Kenya's unique charm and variety of attractions. "I have visited 68 countries, but Kenya stands out, particularly the Maasai Mara. Seeing so many wild animals in one place is incredible," she remarked.

Eudith expressed her excitement about sharing her experiences with her followers, confident that her stories would inspire them to visit Kenya.

“Through this influencer partnership, KTB aims to highlight the magic, diversity, authenticity, and year-round appeal of Kenya's tourism destinations, boosting the country's profile and attracting more visitors,” said Ichan.