1. Kenya Tourism Board

Product improvement and diversification strategy

• Take advantage of the previously untapped natural
• Introduce new man-made attractions in different
• Regulate the operations and investments in the area to ensure proper planning and sustainability of the
• Identification and promotion of community-based
• Expand to new segments of existing markets and venture to new
• Repackage tourism product with local market interests and air adverts on local media to change attitude towards travel and
• Knowledge capturing and packaging

Digitizing the travel and tourism industry

• Geospatial presentation of Tourism resources in
• Digital
• Digitization of tourism activities in Kenya through creation of more virtual tours/safaris.
• Introduction of e-commerce in tourism transactions.

Communication and marketing recovery strategies

• Invest in digital
• Increase marketing to the existing
• Ensure targeted actions and enhanced return on
• Identify and promote new and improved product and link to the
• Boost consumer confidence through marketing and provision of incentives in order to hasten recovery.

Pricing revision for Tourism Products in Kenya

• Measuring of Willingness to accept compensation (WTA) and Willingness to pay (WTP) through contingent valuation, experimental auction, conjoint analysis etc.

Domestic tourism growth

• Put in place marketing activities and incentives that will facilitate domestic
• Heightened tourism marketing activities to Kenyans through TV, Radio, Internet, Print media, Social media.
• Target Growing Middle Class – 1,020,681 (36.9%) of employed
• Propose one week national-wide holiday for all working population during August and December school holidays and Holidays as non-wage
• Repackage tourism product with local market interests. This can start at the counties’ level up to the national
• Make domestic travel more attractive through
• Provision of accessible information and ease of
• Organized road transport to events and
• Development of circuits with specific
• Encourage local
• Encourage more Kenyans to travel for business and leisure purposes within the
• Make domestic market economically viable for the private
• Optimum pricing of the tourism products for the domestic
• The industry to encourage the frontline employees to travel first to kick-start the domestic offering.
• Develop a package to use nature trail day long with a distancing
• Target leisure travelers first as they will have the urge and desire to travel following government restrictions to
• Sensitize the domestic market on the health benefits of relaxation and rest to stimulate travelling for leisure and
• Intensify research to establish the needs of the domestic

Regional tourism growth

• Harmonize the timelines (when to re-open borders) and procedures for border re-openings including quarantine and requirements to protect the health and safety of travelers and citizens.
• Lay a strong emphasis on regional tourism in Eastern Africa and Africa in general and develop joint marketing
• Joint packaging of thematic multi-country tour
• Promote intra-regional travel through reduction of the fare, by reducing
• Discounts to EAC citizens and have preferential rates for the regional markets for tourist attractions and accommodation facilities in
• Strengthened partnerships especially for private sector stakeholders i.e. airlines, tour operators, travel agencies and accommodation facilities in the
• Full implementation of the Single African Air Transport
• Increase efforts to develop diversified tourism products the regional tourist
• Allow travelers to switch towards more reputed, trust worthy and low- cost
• Implement Open Skies policies in the
• Enhance partnerships with our neighbors (East Africa Community) and the whole Africa.

Boosting consumer confidence

• Enhance quality service delivery by ensuring compliance with the set standards and
• Revise pricing for different market
• Arrangements for customers after the crisis by rescheduling cancelled holidays and flight tickets & ensuring tourists are fully
• Develop mechanisms for settling disputes and promote fair complaint management for customers.
• Develop a special video clip advert showcasing the major steps followed when delivering services to visitors (domestic and international) at the entry and exit points to protect them from COVID-19
• Provision of clear cut details of transportation to designated hospitals to cater to the needs of any victim of COVID-19