Kenya eyes slice of South Korea’s tourism market

By Philip Mwakio

Kenya’s top tourism marketer, Kenya Tourist Board (KTB), has extended its campaign to South Korea to woo tourists as it welcomes more visitors from emerging markets. 

The board is leading eight companies for a two-day, two-city road show on February 26 and 27 in Seoul and Busan.

KTB Managing Director Muriithi Ndegwa said Kenya as a destination is riding on its recent upgrading as the World’s leading safari destination — as voted at the World Travel Awards (WTA) — to showcase tourism.

He said the road show would provide a business-networking forum for both the Korean and Kenyan trade so as to increase penetration, awareness and distribution of Kenya’s diverse tourism products.

“Kenya has recorded a remarkable growth from the Korean market in the past few years with a growth of 28 per cent recorded in 2012,  with 9,422 arrivals compared to 2011 which posted 7,351 tourists,’’ Ndegwa said.

He added that the launch of Korean Air flying to Kenya three times a week has added impetus to the growth of the Korean market.

Ndegwa further said that the number of marketing activities planned for the market, were also being increased.

He said being the 4th largest economy in Asia, Korea has the potential to boost tourism numbers to Kenya.

“Korea is joining the league of emerging markets that we are keen on and we have put in the effort to woo in more travelers,” says Ndegwa. As part of increasing the tourism numbers, Kenya is also intensifying her marketing activities in emerging markets such as China and the Middle East.

Meanwhile, Kenya Tourist Board continues to aggressively market golf as a key tourism product and is currently participating in the Rhine Golf Fair in Germany.

The Rhine Golf Exhibition in Dusseldorf is one of the largest golf fairs in Germany, taking place this year from February 21 to 23. Eighteen thousand golf enthusiasts are expected for this three-day event, which is attended by exhibitors from 26 different countries.

KTB is using the opportunity to showcase the destination’s golf products in co-operation with the golf tour operator GolfculTour and the Leisure Lodge Resort, one of the leading golf hotels at the South Coast.