The document discusses Kenya's tourism strategies and initiatives. Kenya Tourist Board's mission is to market Kenya's tourism products professionally while enriching lives. Their strategies include behavioral marketing, online PR, capitalizing on mobile commerce, and campaigns like #TembeaKenya to promote domestic tourism. They plan to refresh MagicalKenya.com, develop partnerships for online bookings, and create a MagicalKenya mobile app to take advantage of growing mobile use. The goal is to diversify tourism content across devices and generate revenue through the app.

1. Kenya: The Road Ahead
Muriithi Ndegwa, MD, Kenya Tourist Board

2. Kenya Tourist Board is a State Corporation whose mission is to drive
and support the effective Marketing of Kenya’s tourism products
professionally and transparently while enriching the lives of Kenyans
and visitors alike
Vision
– To achieve global recognition as an outstanding tourist
destination
Mission
– Drive and support the effective Marketing of Kenya’s tourism
products professionally and transparently while enriching the
lives of Kenyans and visitors alike

3. While pursuing her mandate, the Kenya Tourist Board will
embrace the following core values:
(a) Integrity and professionalism
(b) Innovativeness, dynamism, excellence
(c) Quality customer service
(d) Competence, discipline and team spirit
(e) Productive partnership, social responsibility and recognition
of employee

4. A look at how the destination
is facing up to the digital future with campaigns,
partnerships and a stronger
social media presence.

5. Our strategy is to extend and maintain the
relevance of destination information and
awareness of Kenya’s tourism product and
offers across new and existing markets.
(as well as different online communication tools).

6. • Behavioural (segmentation) Marketing
• Active Online PR / Consumer engagement
• and going forward: Capitalizing on the
demand for m-commerce (mobile
commerce)

7. International Example:
Big 5 Drive (Online Game)
big5drive.co.uk

8. big5drive.co.uk/

11. ONLINE DISPLAY MEDIA, EMAIL MARKETING, SEARCH
ENGINE MARKETING AND SOCIAL MEDIA,TRADE
DISTRIBUTION (PRINT PUBLICATIONS)

12. During the three month campaign, there were a total
of 77,015 game plays (Consumer 74,725, Trade
2,290)
455 Bookings were made on LastMinute.co.uk
during campaign

13. Local Example:
#TembeaKenya

14. •To promote Kenya's tourism brand and positive
associations with her product amongst the online
community in Kenya while
•Encouraging user engagement and conversation
on the destination on social media channels
•Grow our following on Twitter
(from 1,200 to current 4,700)

15. #TembeaKenya
TembeaKenya: North Rift, Coast, Western

16. #TembeaKenya

17. What next for TembeaKenya
•Develop TembeaKenya Webisodes
targeting different travel groups (families,
couples, college mates, CEOs, ladies
groups…) … partnership with youtube.co.ke
•Run online competitions for the chance to be
part of TembeaKenya
#TembeaKenya
•Industry Partnerships (Deals, Offers, Online
Bookings…)

18. It’s personal, It’s fun, It’s time to
#TembeaKenya

19. Going forward…

20. No. 1 Priority…
Refresh MagicalKenya.com

21. Partnerships to enable bookings to be
made on MagicalKenya…

22. Develop a MagicalKenya Mobile
Application

23. ‘Some analysts
estimate that by 2015,
almost all shipped
handsets will be
smart.’
THE ECONOMIST

24. To Capitalize on the growth (demand) mobile
commerce we have began the process of
Developing a Mobile Application for Kenya’s
Tourism (both for information and monetary transactions)
•To diversify Kenya’s tourism content offer on the internet
across different mediums (devices)
•Generate revenue for the organization through
advertisements and other strategic partnerships via the
mobile app.

25. THANK YOU
md@ktb.go.ke
www.magicalkenya.com
@MagicalKenya
Facebook.com/KenyaTourism