After being appointed as Cabinet Secretary for the Ministry of Tourism and Wildlife earlier this year, Ms. Rebecca Miano was keen to emphasise the strong role the UK plays in tourism for the nation and its "historical connection" to the destination at the "very important" World Travel Market 2024
While the UK already sits as one of the destination's "top tourism source markets," Miano noted that her Ministry "would like to focus on the UK as a key market... we need to re-establish the pre-Covid [visitation] numbers."
Noting that other destinations have already achieved or exceeded post-Covid numbers, the new Cabinet Secretary revealed that "the UK still has work to do."
Rewriting perceptions
One key barrier to achieving those numbers, Miano believes, is "historic and traditional" perceptions of the nation.
"Kenya has been known for only two things: safari or beach. Now, we have many more products that are based around culture, agriculture, sports, health or wellness... our menu has really grown."
Those perceptions plague Kenya as well as tourist destinations across the continent. "We find ourselves in a situation where we suffer from perceptions which not only apply to Kenya but the whole of Africa. The narrative is that there is nothing much there, but a few animals, poverty, disease and a lack of infrastructure.
"This is not true... what we need to do is establish and prove a more accurate perception which showcases the vast products and diversity we have for visitors."
Much, much more to see and experience
The Cabinet Secretary revealed that Brits can expect a "much more vibrant campaign... we want our visitors to know that there is much, much more to see and experience."
Along with a new-look branding and marketing strategy, focused around the diversity and vibrancy on offer in Kenya, agents can tap into the value proposition. "There is real value-for-money in a destination like Nairobi, let alone the niche destinations and hidden gems that people may not know as much about."
Noing that 75% of the population is under 25, Miano was keen to note the "very progressive demographic... ]of] very well-educated youth, [who are] innovative, energetic, and resilient" that await to welcome Brits across the nation.
"We have a lot more to offer than the world knows, so it us to us to work with trade partners to package, brand and market what we already have and develop many more products."
WTM London 2024 took place at ExCel London from November 5th to 7th, 2024.
