Published on : Saturday, October 31, 2020
Kenya’s tourism marketers recently launched a tourism brand identity for the coastal region as part of its efforts to revive the sector which has been largely disrupted by the COVID-19 pandemic. The east African nation is eager to rebuild trust and confidence among both foreign and domestic travellers and hence increase and sustain demand for holiday and investment in Kenya as a tourist destination. Tourism officials from the country said that the tourism and wildlife sectors are experiencing unprecedented health and social-economic crisis.
Joseph Boinet, Chief Administrative Secretary, Ministry of Tourism and Wildlife, said in his statement that the launch of the Kenya Coast Tourism brand identity involved the unveiling of the brand representing the tourism resort coastal region and its various sub-brands of Mombasa, Lamu, Malindi, Watamu, Diani, Tsavo and Tana River with an aim of repositioning the region as a destination of choice. He said that the launch will be crucial for the development of tourism not only in the Kenya coast tourism, but also the entire country.
He mentioned that the differentiation of the tourism circuits is part of its broad strategy to promote Kenya’s diverse tourism industry and also commended the private sector for playing a great role in this journey. He also stated that the region has not realized its full tourism potential due to a number of reasons such as the lack of product differentiation in the various destinations and challenges of insecurity in some areas which go on to affect the entire region. He shared that authorities want to change the going forward for the Coast to realize its full potential.
Betty Radier, CEO, Kenya Tourism Board (KTB) noted that the rebrand is key to showcase the diversity of Kenya’s tourism offering to the discerning travelers. She mentioned that launch is being made to revamp and create awareness of the Kenyan Coast and its various brands that make it unique and diverse. She said that it will be a crucial step to market the destination by repositioning the Kenyan Coast as a destination of choice. Hasnain Noorani, Chairman, Kenya Coast Working Group added that the launch would be instrumental in repositioning the coast while also giving a good platform to the trade partners to market their products and offerings at the coast.