The Kenya Tourism Board (KTB) has launched a strategic marketing campaign to boost tourism within the East African Community (EAC) market.
In a statement on Friday, KTB Chief Executive Officer (CEO) June Chepkemei noted that the Body is partnering with renowned social media influencers and key media outlets from EAC member countries to promote destination visibility, ignite travel interests, and unearth new growth prospects.
She added that popular social media personalities and content creators from target EAC markets will highlight key tourist attractions, including Nairobi, Mt. Kenya, the Maasai Mara, Amboseli, Lake Naivasha, Lake Nakuru, and the Coast.
“Influencers play a critical role in destination marketing by delivering authentic, engaging content that sparks desire and travel aspirations among their followers,” she said.
Further, the CEO said the EAC market has great growth potential, especially through regional integration.
She said tourist arrivals from EAC source markets have been rising recently.
“The media play a key role in shaping consumer preferences and travel decisions. We aim to provide them with an impactful experience that translates to compelling storytelling.”
She said the marketing strategy builds on the 2023 East African Regional Tourism Expo and the Magical Kenya Tourism Expo, where EAC member states agreed to enhance collaboration and adopt an integrated tourism marketing strategy to boost competitiveness, attract more tourists, and increase earnings.
Nevertheless, the Body said the EAC region has set a goal to attract over 14 million international tourists annually by 2025, up from 7.2 million in 2019.
The EAC's member states are Burundi, Kenya, Rwanda, Somalia, South Sudan, Tanzania, the Democratic Republic of the Congo, and Uganda.
