Let’s use key events to market Kenya

A number of events happening this year can, if exploited, improve the country’s image and showcase its potential as a business and tourist destination. I am sure those in charge of government communication especially at the tourism and trade ministries are working round the clock to tap into these events.

In addition to the GES2015 and POTUS planned for in July, which has already put Kenya on the minds of global investors and travellers, the Pope will be visiting the country later this year, the World Trade Organisation Council of Ministers, the World Assembly of Public Relations Practitioners among others.

Kenya participated in the Milan 2015 Expo which attracted millions of tourists from around the world. These are all opportunities the country needs to showcase as positives that we are doing as we continue tackling the challenges of insecurity, infrastructure, negative politicking and business bottlenecks.

These events are bringing huge numbers of visitors and provide massive opportunities to Kenyans in various ways, which we need to show case. Several entrepreneurs that will be in Nairobi to attend the GES2015, led by Presidents Uhuru Kenyatta and Barack Obama (US), need to be helped to understand our country, the various investment opportunities and our culture.

For a while, it would be interesting to see media focusing on some of these events as we continue keeping tabs on the other pledges by politicians and the Government. Our strength as a county lies in the business and hospitality industry, and as we work to improve the lives of our people, we need to apply some principles of development journalism and media as an agent of social change. A lot is happening in the country that is changing the lives of many.

As the media plays watchdog role, it should also create awareness of Kenya’s investment opportunities and tourist attraction sites. The media should popularise the international events that the country is hosting, to restore the positive image that has been battered by terror attacks.

Among the major challenges to turning around brand Kenya in relation to tourism has been the haphazard manner in which we have reacted to the negative publicity generated as a result of terrorism and related insecurity incidents. Many times, the approach has been to stay silent and hope the negative news will miraculously disappear.

The other challenge has been that we have failed to market brand Kenya. In addition to the traditional tourism products, the country has a lot more to offer; consumers need to know that there is much more than the beach and wildlife so as to promote other tourist related opportunities. That Kenya is East Africa’s commercial hub needs to be highlighted. That Kenya is home to the finest athletes’ needs massive exposure. That Kenya is a stepping stone to the EAC and Comesa markets needs top of mind presence. That Kenya has the highest concentration of universities must come out.