NAIROBI, Kenya- In a bold move to increase tourist arrivals, the Kenya Tourism Board (KTB) has unveiled a new campaign that leverages the country’s diplomatic missions abroad.
Dubbed ‘Ziara Kenya: One Diaspora, One Tourist,’ the initiative aims to tap into the power of over 3 million Kenyans living in the diaspora, encouraging them to act as tourism ambassadors for their homeland.
KTB’s CEO June Chepkemei highlighted the critical role Kenyan missions abroad will play in the success of this campaign.
“Kenya has 66 missions worldwide, representing our country in key markets. This infrastructure provides an ideal platform to position Kenya as the most attractive destination for international travelers,” Chepkemei explained during a statement issued in Nairobi.
Chepkemei’s comments came during a meeting of key officials from KTB and the Ministry of Foreign Affairs, emphasizing the alignment between Kenya’s tourism strategy and its foreign policy goals.
The campaign, which sets an ambitious goal to raise tourist arrivals from 1.9 million to 5 million by 2027, will empower Kenyans abroad to use their networks to promote Kenya’s rich culture, wildlife, and scenic beauty.
KTB plans to incentivize Kenyans in the diaspora to actively promote tourism through their social networks.
Chepkemei noted that the board will work closely with travel partners to create personalized travel packages and introduce referral incentives to motivate the diaspora to market Kenya as a prime travel destination.
“We are encouraging the travel trade to put in place unique packages and offers that cater specifically to this campaign, ensuring that Kenyans abroad have the tools to effectively promote the country,” she added.
With a focus on inclusivity, the campaign is not just limited to the traditional tourism strongholds but also aims to harness interest in lesser-known destinations.
It encourages the diaspora to bring awareness to Kenya’s hidden gems—places that may not be on the radar of the average tourist.
Aligning with broader tourism strategies such as Africa Agenda 2063, the campaign also seeks to position Kenya as a key player in the growing African tourism market.
Eliphas Barine, Director General of Political and Diplomatic Affairs at the Ministry of Foreign Affairs, emphasized the Ministry’s full support for KTB’s efforts.
Barine noted that Africa’s burgeoning market presents exciting opportunities and that Kenyans abroad can play a crucial role in boosting visitor numbers.
“With initiatives like the Africa Agenda 2063—‘The Africa We Want’—it’s time for the diaspora to explore the continent, starting with Kenya,” he said.
The KTB’s diaspora-driven campaign is a strategic push to solidify Kenya’s standing as a top travel destination, building on both regional and global tourism agendas.
