Why tourism board was named Africa’s best at industry ‘Oscars’

For the fourth year in a row, Kenya’s tourism marketing arm, the Kenya Tourism Board (KTB), has been voted Africa’s best at the prestigious World Travel Awards.

KTB has launched a series of marketing campaigns outside the country in a bid to increase international arrivals at a time when incidents of insecurity have dented Kenya’s image abroad.

Speaking at the just-concluded awards ceremony in Morocco, KTB Managing Director Muriithi Ndegwa said the award recognises the efforts the board has put into marketing the country in source markets.

“There is a lot we have been doing, especially since we have been through a series of challenges in the last one to two years. As a result of that, we have had to roll up our sleeves, get down to work, go out into the market and reassure it that Kenya is indeed safe and open for business. This is why we won the award,” he said.

According to the MD, the board has also made efforts to diversify the country’s product range, adding on to the safari and beach products Kenya is famed for.

“This diversification includes Mice [Meetings, incentives, conferences and exhibitions), and cultural, medical and agro-tourism,” Mr Ndegwa said.

One of KTB’s most recent campaigns was at a two-day cultural festival in Guangzhou, China, where it set out to capitalise on the increased flights and trade activities between the two countries to position Kenya as the preferred all-year tourism destination for Chinese travellers.

China Southern Airlines launched flights to Kenya in August this year, opening a Nairobi-Guangzhou route, and cited the rising number of Chinese tourists visiting Kenya as a major factor in its decision.

KTB also launched a television programme, Destination Africa Series, to market Kenya in the West African market. The initiative followed an increase in the number of visitors from Nigeria to Kenya to 6,255 between January and September, up from 5,765 over a similar period last year.

The World Travel Awards, dubbed the Oscars of the tourism industry, also saw several other Kenyan firms recognised for being Africa’s best in their various sectors.

Kenya Airways was voted the leading airline in business class, Diani beach was named the leading beach destination, and the Mombasa port took the gong for the leading cruise port.

Africa’s leading eco-lodge award and leading green hotel award went to Sanctuary Olonana and Nairobi Serena Hotel, respectively, while Maasai Mara was named the continent’s best national park.