The Tourism Ministry is set to unveil a new strategy geared at transforming the industry after completion of two major studies done by two international consultants.
Cabinet Secretary (CS) for Tourism Najib Balala said one of the two companies that conducted the research to be rolled out in three months on Kenya’s tourism strategy is the one which successfully came up with the successful South African tourism strategy.
Balala spoke while addressing tourism investors and stakeholders during the launch of the new ultramodern Dream gardens resort in Malindi which is part of the Plan Hotel World beach resorts in Kenya.He said the research identified four key things that need to be put together to make the country a world-class tourism destination.
Part of the recommendations of the research he said was on product development to fit the demand of the modern day tourist.Already he said some of the investors such as Dick Evans of Hemingways, Medina palms and Dream gardens in Watamu and Malindi respectively had begun embracing the strategy by upgrading their resorts.
Another key strategy which would be implemented would be to change the entire marketing strategy being done by the Kenya Tourism Board.
Balala said the third strategy for Kenya’s tourism entails development of infrastructure among them road networks and airports for tourists to easily access the country’s tourism destinations.He said the research also recommended for development of investments that suit the tourists.
“People do not care about coming to beautiful rooms with Air Condition, its experience right from arrival at the airport until they depart, every experience should stick with what the clients want,’’ he said.
He said the Ministry also did three other complementary studies among them Air growth studies which revealed there have been 1.5 million international arrivals in Kenya which is 10 percent growth in 2017 from 2016.
He said the ministry recorded an increase from Sh.98 billion to Sh. 120 billion.
“The US which takes over 25 hours to come to Nairobi but are number One with 119,000 arrivals,’’ he said.
He challenged the investors Malindi particularly those depending on tourists from Italy which is an eight-hour flight to stop complaining about the airport expansion deal and ensure that they offer the product that tourists want.
Balala said apart from a new Marketing strategy his ministry is also coming up with the beach strategy to boost the numbers on the beach.He said the beaches are the areas to feed Tsavo National park with tourists adding that they have identified five zones in the Coast to begin developing the beach tourism product.