KTB sets eyes on India’s niche tourism markets

By PHILIP MWAKIO

Tourism marketer, Kenya Tourism Board (KTB) has identified India as one of its new source market in the Far East.

 The board plans to launch the second phase of its Magical Kenya online training programme for the Indian travel trade with segment specific modules early next year.

This is in a bid to endear tourists from India to Kenya. KTB has also identified over 1,000 specialists and plans to appoint an agency for marketing and public relations in India.

The planned launch follows success of the first phase of the maiden online training programme for the Indian travel market.

The second phase of the certification programme will be segment specific with each module spanning two months.

Bollywood tourism

It will start with MICE (Meetings, Incentives, Conferences and Exhibitions) followed by Luxury and Bollywood tourism.  The MICE industry is one of the fastest growing segments within the tourism industry generating millions in revenues.

Speaking about the potential of the MICE segment from India, KTB Assistant Regional Marketing Manager Fatma Bashir said the country has top-of-the-class convention centres and has hosted major United Nations’ conferences in the past.

She added that they hope to work in tandem with the Indian travel trade to promote the same, noting that the luxury segment in India also offers good potential.  “Destinations like Sirikoi, Loisaba, Rusinga Island, Elsa’s Kapje and Lamu have luxury properties right in the middle of the wilderness,” she said. When quizzed about tapping Bollywood, Bashir said that the board is already in talks with a production company in India to shoot their upcoming film in Kenya and jointly promote the same with them.

“Kenya has a vast expanse of natural beauty and is crowned with exotic film locations. It will benefit both the country and the segment greatly,’’ she added.

According to Jacinta Nzioka Mbithi, acting director of marketing, KTB is planning to invest significantly in the Indian market for greater destination and product awareness and promotion.   She disclosed that apart from investing in joint promotions, organising roadshows and familiarisation or “FAM” tours for travel trade, KTB is also planning to appoint an agency for marketing and public relations in India by year-end.

India’s Travel Online engine, the Travel Biz Monitor commissioned by KTB to drive the year long training programme in India, will host and conduct the second phase of the training programme.