Kenya Tourism bets big on India; to up marketing spend by 20pc

Kenya, which expects India to become one of its top three source markets for tourists by 2018, is planning to increase its marketing spend here by 20 per cent in its next financial year in order to penetrate deeper into Tier II and III cities.
"We are looking to move beyond tier I or metro cities and get into Tier II and III cities to promote Kenya. We see a huge potential in India, which is now in our top five source country.
"We expect it to become one of our top three source markets by 2018. For this, we are planning to increase our marketing spend in India by 20 per cent in our next financial year (July-June)," Kenya Tourism Board (KTB) Managing Director Muriithi Ndegwa told PTI.

In 2015, the Board expects over 65,000 Indian visitors to the East African country, known for wildlife safaris, colourful tribal cultures, freshwater lakes, coral reefs and beautiful beaches, among other attractions.
Kenya is also looking at tapping film industry. "We are partnering Bollywood in the India International Film and Tourism conclaves in Chennai, Hyderabad and Mumbai to showcase the breathtaking sceneries and locations that can be captured on celluloid," Ndegwa said.
Asked about the customer segment it is targeting, he said Kenya wants to tap the young population and position itself as a destination for adventure, honeymoon couples, game reserves and culture sports.

"Besides these, Kenya has a lot more to offer as it is a year-round destination. We are mainly looking at the young population who wants to explore beyond the usual."

Ndegwa said Kenya is a safe destination and the Government has taken various steps to ensure security of people and overseas visitors. Moreover, it is free of Ebola.
The country is also planning to double the direct flights between India and Kenya to 14 from April.
"At present we have seven flights from Mumbai to Nairobi. Going forward, we are planning to double them from April," Kenya Airways Country Manager - India, Sri Lanka, Nepal and Bangladesh - Lucie Malu said.

Kenya Airways has tied up with Jet Airways to link it to tier II and III cities in India, she said.