Kenya Tourism Board Taps into Diaspora Network for Global Promotion

The Kenya Tourism Board (KTB) has unveiled an innovative marketing strategy aimed at harnessing the potential of the Kenyan diaspora to bolster the country’s tourism sector.

The “Ziara Kenya One Diaspora One Tourist,” initiative has been announced by KTB Chief Executive Officer June Chepkemei during the ongoing Paris Olympics at the Kenya House. The campaign’s core objective is to transform each member of the Kenyan diaspora into an ambassador for their homeland, promoting Kenya’s diverse cultural and natural attractions to their international networks. Chepkemei emphasizes the significance of the Kenyan diaspora, describing it as a “formidable and equally patriotic community” that continues to shape the nation’s fortunes. By leveraging the passion and goodwill of this community, the campaign aims to ignite connections that will result in increased visitor numbers to Kenya.

The Kenyan diaspora, estimated at approximately 4 million individuals by the end of 2023, represents a substantial untapped resource for tourism promotion. This community’s economic impact is already considerable with diaspora remittances reaching a record Sh671 billion (US$4.19 billion) in 2023. To equip diaspora members with the necessary knowledge and skills to effectively promote Kenya, the initiative includes an online e-learning program and certification by KTB. This comprehensive program will cover various aspects of Kenya’s tourism offerings, ranging from its breathtaking landscapes and wildlife to its vibrant culture and heritage.

Additionally, KTB plans to conduct webinars and virtual tours to showcase Kenya’s attractions to the diaspora and their networks. The campaign will also appoint influential diaspora members as ambassadors in a bid to promote the initiative globally. These ambassadors will participate in key diaspora events and utilize their platforms to spread awareness about Kenya’s tourism potential. The strategy draws inspiration from successful models implemented by other countries, including several African nations that have effectively leveraged their diaspora communities to boost tourism.

Kenya’s tourism sector has been steadily recovering from the impact of the COVID-19 pandemic which severely affected global travel. In 2023, the country welcomed 1.96 million international tourists, marking a significant increase from previous years. However, KTB has set ambitious goals aiming to attract 3 million visitor arrivals by the end of 2024. The “Ziara Kenya One Diaspora One Tourist” campaign is expected to play a pivotal role in achieving this target. The strategic decision to launch the campaign at the Paris Olympics highlights the importance of the diaspora in promoting Kenya’s tourism. This global event, which attracts millions of viewers and participants, provides an ideal platform to showcase Kenya’s attractions and highlight the new initiative.

By engaging with the diaspora at such a high-profile event, KTB aims to establish a strong foundation for the campaign’s success. In addition to the e-learning program and ambassador appointments, KTB will actively participate in various diaspora events worldwide to publicize the campaign. These events will offer opportunities for direct engagement with diaspora members, allowing KTB to share updates on Kenya’s tourism sector and gather valuable feedback on the campaign’s progress.