Initiatives & achievements of the tourism sector 2013 -2016

No Item 2013 2016 Progress Achieved (Additional) Social –Economic Impact
1. INCREASE IN INTERNATIONAL ARRIVALS 2012: 1.8 Million

 

 

  • 2013 – 1,526,112
  • 2014 – 1,465,627
  • 2015 – 1,183,847
  • 2016 – 1,342,899
  • 4% increase in tourist arrivals (2016 compared to 2015)
  • Job creation
  • Increase in revenue for GOK through taxes
2 INCREASE IN DOMESTIC BED NIGHTS 2012-2.8 Million
  • 2013 – 2.7 Million
  • 2014 – 2.9 Million
  • 2015 – 3.2 Million
  • 2016 – 3.5 Million
  • 11% increase in domestic bed nights occupancy (2016 compared to 2015)
  • Jobs creation
  • Greater cohesion and national pride due to movement within the country
3 INCREASE IN TOURISM REVENUES 2012 – 96.2 Billion
  • 2013 – Kes. 94 Billion
  • 2014 – Kes. 87.1 Billion
  • 2015 – Kes. 84.6 Billion
  • 2016 – Kes. 99.7 Billion
  • 8% increase in tourism revenue (2016 compared to 2015)
  • Increase in foreign exchange
4 INCREASE IN YIELD PER TOURIST USD 534
  • 2013 – US$ 714
  • 2014 – US$ 675
  • 2015 – US$ 730
  • 2016 – US$ 750
  • Marketing efforts were focused on high yield markets, hence the image of Kenya is seen as high end
  • Growth of new high end brands due to demand e.g Radisson Blu, Kempiski English Point Marina
5 INCREASE IN NUMBER OF DAYS SPENT IN DESTINATION PER TOURIST 2012 – 13.2 days

*KNBS

  • 2013 – 13.2 days
  • 2014 – 12.9 days
  • 2015 – 13.2 days
  • 2016 – 13.2 days

 

  • The number of days spent in Kenya have remained constant due to the value for money that is derived from the product offering
  • We remain an attractive destination in spite of all the challenges experienced
6 INCREASE IN MARKET SHARE 2012 Market Share:

Europe – 44%

Asia – 11%

Africa – 25%

Americas – 14%

Oceania – 2%

Middle East – 4%

2016 Market Share:

  • Europe – 35%
  • Asia – 17%
  • Africa – 29%
  • Americas – 14%
  • Oceania – 2%
  • Middle East – 3%
  • Focus on new regions such as GCC, South Africa, Nigeria, India, Turkey and East Africa. These have cushioned the destination against the volatility of the Europe market
  • These new markets ensure that arrivals and revenue are sustained despite the decline in Europe
7 INCREASE IN BRAND AWARENESS Awareness levels of destination Kenya globally as at 2012 – 55%

*CBI (Country Brand Index)

  • Awareness levels of destination Kenya globally as at 2016 – 62%

*KTB Research

  • Positive perception of the destination
  • Increased foreign direct investments due to the positive destination outlook
  • Increased propensity to travel to Kenya
8 STRATEGIC PARTNERSHIPS None
  • Kenya Airways
  • Kenya Wildlife Service
  • Branding of KQ assets (aircrafts, seats and boarding passes)
  • Joint marketing in Kenya, Africa and Asia
  • Park fee waivers for KTB organised events/programs
  • Increased destination brand visibility locally and internationally
  • Increase in tourist arrivals
9 GOVERNMENT INCENTIVES TO PROMOTE TOURISM

 

 

 

None
  • Reduction in park fees
  • Visa fee waiver for children under the age of 16 years
  • Increased visitation to Kenya’s parks and reserves by both local and international tourists
  • Increase in tourist arrivals
  • Increase in revenues for GOK through KWS
10 INCREASE IN COUNTIES INVOLVEMENT IN TOURISM MARKETING Devolved government not in existence
  • KTB has developed a county engagement framework

 

 

  • Product packaging and promotions with the counties

 

  • Distribution of the tourism dollar
  • Capacity building in the county
11 INCREASE IN CRUISE TOURISM 2012 – 1,057 arrivals

 

  • 2013 – 318
  • 2014 – 362
  • 2015 – 3,002
  • 2016 – 2,717

 

  • Recovery of Kenya’s cruise tourism business (increase in cruise arrivals and cruises calling at Mombasa port)
  • Repositioning Kenya and the Indian Ocean region as a cruise destination while working with the Cruise Indian Ocean Association (increased promotion of the destination and the new cruise terminal)
  • Trickledown effect to sectors such as Agriculture, consumables/FMCG sector, financials, construction, airline and motor vehicle industry
12 INCREASE IN INTERNATIONAL  AWARDS WON BY KENYA AND SUB-DESTINATIONS Awards specific to properties and less on destination or sub destination World Travel Awards (WTA) from 2013-2016:

 

  1. 2013 – 2016: Africa’s Leading Tourism Board awarded to KTB
  2. Africa’s leading Game Reserve. Awarded to Maasai Mara Game Reserve.
  3. Africa’s leading beach Destination. Awarded to Diani Beach
  4. Africa’s leading Destination and Africa’s Cruise Port 2016
  5. Africa’s leading meetings and conference destination, awarded to Nairobi
  6. Africa’s leading Destination awarded to Mombasa
  • Enhanced destination profile
  • Enhanced country’s brand equity
  • Enhanced Destination awareness
  • Improved confidence on the destination

 

  • Overall positive awareness on destination  among the travellers,  increasing propensity to travel to kenya
13 INCREASED BUDGET/

INVESTMENT IN MARKETING THE DESTINATION

 

KShs. 889Million
  • 1.215Billion
  • Investment in innovative marketing initiatives as a result of increased funding:
  • Sponsorship (Cricket in India, Sportpesa, Bollywood Film Producers Fam Trip, IAAF)
  • Refreshing of the Magical Kenya and KTB brand
  • Rolling out of global digital campaigns
  • Enhanced domestic campaigns
  • Global advertising campaign (BBC Africa and Al Jazeera)
  • Investment in new consumer segments such as adventure seekers, families, high end tourists and MICE business
  • Increased investment in Africa and domestic tourism as key regions of focus
  • Growth in tourist arrivals by 10.3% (January – April 2016 compared to the same period in 2016)
14 GROWTH IN THE NUMBER OF CONFERENCES IN KENYA 11% of the arrivals
  • 16% of the arrivals
  • Growth in the international conferences held in Kenya for instance;
  • World Trade Organization Conference – 6,000 delegates
  • Pre – Global Entrepreneurship Summit Exhibition – 9,500 delegates
  • Africa Travel Association Congress – 2,500 delegates
  • Kenya International and Investment Conference (KIICO)2015 – 6,000 delegates
  • UNCTAD -5,000 Delegates
  • TICAD – 8,000 Delegates
  • Increased hotel bed occupancy, leading to higher revenue collection
15 LAUNCH AND IMPLEMENTATION OF THE CHARTER INCENTIVES PROGRAM -CIP (Waiver of landing fees and USD 30 per passenger) None
  • The number of charter operators flying to Mombasa increased from 3 in 2012 to 6 in 2017

 

  • Enlisting of 5 additional charter operators’ i.e.
  • Rainbow (PL)
  • TUI (PL)
  • Eden Viaggi (Italy)
  • ITAKA (Poland)
  • Meridiana (Italy)

 

  • Further enlisting into the program is expected from Travel Service (Czech Republic) and Blue Panorama (Italy)

 

  • Stimulate arrival of charter flights to Mombasa
  • Increase number of visitors to the Kenyan Coast
  • Promote stay of visitors at the Kenyan Coast
  • Potential of creating upwards of 33,000 jobs at Mombasa airport as well as boost job creation in the hospitality industry
  • Overall tourism recovery achievement.
16 JOINT MARKETING WITH THE PRIVATE SECTOR Limited cooperation due to budget constraints
  • KTB has participated jointly with the industry in over 25 exhibitions and roadshows across key markets such as Italy, Germany, France, UK, US, India, China, Australia, Africa, Japan, South Korea and Canada
  • 4% increase in tourist arrivals (2016 compared to 2015)
  • Increased destination brand visibility locally and internationally
  • Increase in tourism revenue

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