Kenya launches strategy to guide tourism recovery

NAIROBI, May 21 (Xinhua) — Kenya has launched a strategy to guide the growth and recovery of the tourism sector over the next five years, a senior official has said.

Najib Balala, Cabinet Secretary in the Ministry of Tourism and Wildlife said in Kenya’s capital Nairobi that the strategy outlines an action plan designed around the four pillars that will help transform Kenya into a premier tourist destination. plane in Africa.

“The strategy calls for the repositioning of Kenya’s brand, the development of new and existing markets, the development of new tourism products and experiences as well as the development of catalysts to further strengthen the industry,” Balala said at the launch on Friday. evening.

Government data indicates that international tourist arrivals reached 870,465 in 2021, earning the country 146 billion shillings (about 1.25 billion US dollars).

Balala said the plan also provides a roadmap to guide the marketing of tourism experiences and products in Kenya.

He noted that the East African nation will focus on promoting nature and wildlife, adventure and sports, cultural communities like the coastline and cities to foreign and domestic tourists.

He revealed that the strategy was an important part of the Ministry of Tourism’s mission to accelerate the economic transformation of communities by providing solutions and opening up new growth opportunities in the sector.

“Despite the many challenges and sometimes difficult environment, the tourism sector has made tremendous strides in developing practical frameworks that provide a memorable experience for visitors. The strategy was crafted with a clear vision to propel the sector to new and higher heights,” added Balala.

He said the COVID-19 pandemic had adverse effects on the tourism industry, necessitating the need to redefine the strategy in order to re-develop and reshape the tourism ecosystem in a smart way that will ensure resilience. and the continued sustainability of the industry.

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