The newly appointed Kenya Tourism Board (KTB) board will align its marketing initiatives to grow tourism arrivals of 10 million in the next five years as per the government’s targets.
While addressing the inaugural board meeting, KTB chairperson Francis Gichaba said the board was well aware of the herculean task towards the targets but expressed confidence on its gradual achievements.
“KTB board is now fully constituted and ready to push the policy guidelines in the organization so as to achieve the set targets of 10 million tourists by 2027.
“The tourism sector is one of the key pillars expected to positively impact lives from the lowest levels and we have no options but to deliver,” said the chairperson.
According to the government manifesto, Kenya is expected to record 10 million tourists in the next 5 years and the Ministry of Tourism has already set in motion a number of initiatives to deliver the arrival figures whose best performing year was in 2019 that closed at 2.05 million arrivals.
On Thursday, the KTB chairperson said the board will align its new five-year strategic plan to be unveiled next year to the government vision on the sector.
“The KTB five-year strategic plan, which is ending in the year 2023, will play a role in giving us insights into areas of alignment as we look at unveiling a new strategic plan next year, that will incorporate the intent and spirit of the Kenya Kwanza manifesto,” said Gichaba.
The new board, Gichaba said was starting its assignment when the tourism sector was quickly recovering from the impact of covid-19 pandemic that put tourism on its knees adding that focus will be on the quick-wins to bolster the arrivals.
According to the latest statistics, tourism arrivals into Kenya in the past two months of the year rose by 59.3% compared to same period last year, signaling good tidings for the sector.
During the period (January and February), Kenya received 293,440 arrivals up from 184,228 recorded in 2022, a performance the chairperson notes a sign of a bright future in the tourism business.
The board chair was bullish that the sector will record growth riding on factors such as key events hosted in the country, tapping into Africa and emerging markets among other initiatives.
He said the board will continue to lobby the government for adequate funding as well as putting in place tourism enablers such as infrastructure, air access, and other incentives for the sector.
“We will we will build on the existing partnerships and collaboration with the private sector and the county governments towards this main goal of a vibrant tourism sector”, said the chairperson.
KTB Acting Chief Executive Officer John Chirchir said the tourism marketing agency will renew its vigor in marketing and promotion of tourism products and experiences with the full support and policy direction by the new board.
He disclosed that partnerships with the private sector and county governments were part of key initiatives that would directly contribute to enhancement of tourism business in the country.
“We have begun to explore new partnerships, strengthen the existing ones with other players with the key objective of building on each other’s strength to grow tourism numbers and receipts,” said Chirchir.
The other KTB board members are; Victor Shitakha who is a seasoned hotelier and the current Kenya Coast Tourism association Chairman, Janeann Munyao, Alphina Bwaley, David M. Tanki and Jacklyne Cherop Tai.