Kenya Tourism Board has announced that it has pulled out of the World Travel Markets, London.
According to the statement by the Chief Executive Officer, KTB, Dr. Betty Radier, the decision to pull out of the exhibition followed the adoption of a new Marketing Strategy and supported by an evaluation carried out to ascertain the return on investments from World Trade Markets.
She said in the next financial year, starting July 2018, KTB will engage with the industry, both local and international on various trade campaign with heavy Digital focus.
She stated that the campaigns is aligned to the board’s marketing strategy as unveiled and discussed at the recently held National Stakeholders forum.
Dr. Betty added that the purpose of the communication is to notify the industry that the Kenya Tourism Board will not participating at WTM from 2018.
She said: “In order to maintain the position and branding of the destination, the board will offer support to the industry through branding of the exhibits where Kenyan trade of up to six (6) or more companies are exhibiting together on one stand
KTB joins ATTA
Relatedly, the board has pitched its tent with ATTA a new B2B show holding in London.
Experience Africa by Atta will debut over three days from Monday 25th June to Wednesday 27th June 2018.
The invitation only event at London’s Canary Wharf CCT Venues Plus, aims to provide a lucrative platform for uniting a wider range of key suppliers from Africa with the most relevant, active buyers from the UK and across Europe. This new B2B show will drive shortlisted Africa product portfolios matching key European buyers with handpicked quality exhibitors along with a full programme of seminars, awards, media spots and evening events. An Africa travel trade show of this blueprint has never taken place before in the UK and looks set to attract record attendance.
Early registrations have been buoyant with Kenya Tourism Board and Zimbabwe Tourism Authority already on board as well as Ethiopian Airlines taking the mantle as the show’s Official Airline Carrier.
Exhibitors appearing for the show’s debut year include Cheli & Peacock Safaris, Volcanoes Safaris, Anabezi & Amanzi Camp and Legacy Hotels & Resorts.
Chris Mears, CEO of Atta states: “There has been a significant gap in the market for a dynamic annual event like this and seeing the opportunity, it was simply a logical step to launch a totally new kind of gathering to be held in the UK capital that is both a joyful celebration of the continent and commercially relevant to all its participants, redefining other generic shows available across the globe.”
“Entry is open to all Atta and non-Atta members operating services within Africa. We are anticipating a diverse cross section of quality exhibitors, whether mainstream or luxury, to flock to the show’s debut as well as being a savvy ticket for high profile sponsorship opportunities.”
Byron Shirto, Event Director said: “It seemed a natural decision to craft a dedicated Africa show with an ethos on being mindful to what suppliers and buyers both need. The eager response so far is testament that a ‘reimagined’ trade show for Africa was something people were waiting for.”
