Tourism stakeholders under the National Tourism Blueprint 2030 are targeting 4 million foreign tourists and 26.4 million domestic tourists by 2030 in order to make the sector more competitive. The initiative would will transform the country into an innovative, booming, vibrant, flexible and connected tourism destination.
“Our first priority must be to fix and refresh our tourism product and re-invigorate our engagement with our current markets – both local and international – in order to attract more existing visitors by 2019. We must introduce new products and expand into new source markets to attract new and more existing visitors”, said Tourism Cabinet Secretary Najib Balala.
The National Tourism Blueprint 2030 is anchored on four strategic pillars which are: A Tourism Product Development Strategy; a Tourism Marketing Strategy; a Tourism Investment Promotion Strategy; and an infrastructure strategy.
Through the masterplan, the sector would increase the number of direct jobs in the tourism industry to 561,800 by 2030.
Speaking during the launch, the Kenya Tourism Board (KTB) Chief Executive Officer, Dr. Betty Radier said the board has identified 14 strategic initiatives that will be implemented under the country’s tourism marketing strategy which was developed last year.
Top among the initiatives is the implementation of a portfolio of Top, Signature and Quality Assured experiences to deliver an exceptional tourist experience to all visitors coming to Kenya.
The KTB CEO said, “Kenya’s safari, beach and marine, nature, culture and heritage and city tourism, as well as business tourism will be revamped and transformed into new products and authentic experiences that offer value to visitors coming into the country.”
The tourism sector recorded a double-digit rise in earnings in 2017 to record just under sh120 billion in revenue receipts, denoting a 20.3 per cent growth in revenue compared to 2016 when the tourism sector earned sh99.69 billion.