Kenya Tourism Board’s (KTB) call for counties to go back to the drawing board and come up with fresh strategies to market their attractions is not only timely but also long overdue.
KTB argues correctly that traditional wildlife safari and beach products are no longer feasible in a world in which modern tourism is driven by travel experience rather than a one-off encounter with traditional dancers and animals.
To boost their competitive edge, counties must diversify their tourism products to stand out from similar attractions. This is because successful revival of tourism will generate additional revenue to complement the Treasury allocations, create jobs and spur economic growth.
However, some of the regional governments are going about tapping local tourism in the wrong way by, for example, imposing exorbitant levies on industry places.
This is counterproductive because tourists may keep off due to resultant high costs. On the contrary, affordable destinations are likely to attract a large number of visitors, who end up spending on the various products and services offered in host counties.
Counties should instead invest in the industry and come up with unique world-class products and promote local attractions among domestic and global visitors.
To achieve the lofty target to transform Kenya to a destination of choice, like-minded State agencies, counties and the board should work together.
Source: businessdailyafrica.com
