Kenya to use music festivals to boost domestic tourism portfolio

Friday, September 1, 2023

Kenya’s tourism marketing organization said on Tuesday that it will use music festivals to develop and increase its domestic tourism portfolio.

According to John Chirchir, interim CEO of the Kenya Tourism Board (KTB), the domestic market is a big area that has the ability to maintain Kenya’s tourism business if properly explored through various initiatives such as exploiting music festivals.

“We believe that by capitalizing on the appeal of music and drama festivals, we can engage Kenyans in a way that enriches their appreciation for our country’s unique experiences,” Chirchir said.

Chirchir stated that the KTB board lobbied for tourist themes in the recently finished national music festivals, which drew a large number of submissions.

While overseas tourists play a significant part in producing tourism revenue, Chirchir stated that the KTB continues to highlight the necessity of promoting local tourism to balance revenue sources.

“It is precisely for this reason that we remain committed to showcasing the incredible diversity of Kenya’s tourism offerings leveraging different platforms which present us with the opportunity,” he said in a statement issued in the Kenyan capital of Nairobi.

According to the KTB, tourism is one of the most important businesses in Kenya’s economy, contributing considerably to the country’s GDP and providing livelihoods for many by employing roughly 270,000 people directly and another approximately 500,000 indirectly.

By leveraging the allure of music and theatrical festivals, the KTB hopes to counter the prevalent perception that tourism is primarily for foreign tourists. According to the marketing organization, the goal is to build a feeling of pride and ownership in Kenyans, establishing them as important contributors in defining the country’s tourist scene.

According to the KTB, the development of varied tourism experiences beyond than typical animal and beach attractions is crucial to this effort. The KTB aspires to emphasize the variety of tourist options available across the country through exciting music and theater festivals.

“From cultural immersions to ecotourism adventures, sports events, birdwatching, captivating natural landscapes, guided safaris, water sports, and modern conferencing facilities, Kenyans will be introduced to a broader array of options,” it said.

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