Kenya has appropriated Sh900 million ($10 million) to help revive its ailing tourism industry as calm slowly returns to Kenya’s coast.
“In order to revive the tourism sector, the government this financial year has set aside Sh900 million for the implementation of the tourism recovery plan,” said Phyllis Kandie, Cabinet Secretary for EAC Affairs, Commerce and Tourism.
Kenya’s tourism sector has contributed about 15 percent to GDP in recent years, but a spike in local violence is chasing more tourists from the East African economic powerhouse. International warnings prompted the exit of the unnerved tour companies that evacuated clients from Mombasa, Kenya’s coastal tourist hub months ago.
The revival of the sector will begin with global PR and branding campaigns targeted towards changing the way foreigners have come to view the country following recent terror attacks.
The campaign will be directed at markets in Europe and the US, where majority of Kenyan tourists come from, with focus on Germany, the UK, France, Italy and the US.
“We aim to reassure potential holidaymakers from our traditional source markets and the emerging markets that Kenya is safe for holidays,” Kandie adds.
Kenya’s Coast, the country’s tourism hotspot has witnessed relative peace in recent times, the government therefore think time was right to recall tourists globally.
In furtherance of its tourism sector resurgence, the Ministry in charge of the sector will also organise tours for international travel agents, most of which have exited the East African country at the height of violence on the Coast.
Kandie noted that a peaceful environment is key to the growth of the tourism industry and that was why security has been advanced in the country’s tourism centerpiece.
She therefore urged the industry’s stakeholders to support the government’s efforts at reviving the industry.
Ms Kandie was reported as saying on Monday that a review of the travel advisories issued by some countries in the West would be reviewed with a view to overhauling the industry.
