Kenya is strategically engaging the global influencer community to enhance its tourism sector, aiming to attract a younger demographic and counteract limited advertising resources. Kenya Tourism Board (KTB), the country’s marketing agency has initiated the influencer marketing campaign to position the country as a premier holiday destination.
It particularly targets millennials, who represent a significant segment of the travel market with an estimated spending power of $200 billion (Sh29.2 trillion).
KTB has been hosting prominent travel influencers from the United Kingdom (UK) as part of an influencer familiarisation tour, expanding from earlier successful engagements with influencers from the expansive East African Community (EAC) region. ‘
June Chepkemei, KTB chief executive noted that the campaign’s initial phase generated substantial interest, prompting the expansion to the UK market, which last year recorded a 19 per cent increase in arrivals, totalling 156,701 visitors and contributing $2.7 million (Sh352.5 billion) to the exchequer.
Digital platforms’
The selected UK influencers, including travel vlogger Sandy Makes Sense and photographer Eleonora Zontini, will explore key attractions such as Nairobi, Tsavo, and Watamu, sharing their experiences through various digital platforms.
“This initiative aligns with KTB’s goal of attracting five million tourists annually by 2027, despite challenges posed by a limited advertising budget, which has seen less than 5 per cent of tourism earnings allocated for marketing,” Chepkemei said.
The influencer marketing industry, valued at $21.1 billion (Sh3.08 trillion) in 2023, has grown significantly in value from $500 million equivalent to Sh73 billion in 2015, emphasizing the power of influencers in shaping travel trends and destination choices.
By leveraging their authentic storytelling abilities, Chepkemei said KTB aims to create a personal connection with potential tourists, showcasing Kenya’s rich cultural heritage, stunning landscapes, and unique wildlife experiences.
Furthermore, with projections suggest that the influencer marketing could reach $500 billion (Sh64.25 trillion) by 2027, their role in the tourism industry is set to become even more indispensable in attracting and assisting tourists worldwide.
This is a space she said KTB is determined exploit to shore up Kenya’s tourism numbers and revenues Chepkemei expressed optimism about the campaign’s potential impact, stating, “We expect this final leg of the campaign to ignite and sustain travel interests to Kenya.” The initiative also highlights the role of influencers in promoting sustainable tourism by encouraging eco-friendly travel choices and contributing to the preservation of the planet.
Tourism arrivals
In addition to the UK campaign, KTB has partnered with influencers from various African countries, recognising that Africa contributes 42 per cent or 819,000 of tourism arrivals to Kenya last year. This collaborative approach aims to showcase the diverse attractions of Kenya and enhance its visibility as a travel destination.
As Kenya continues to recover from the pandemic, welcoming 1.95 million international visitors in 2023 and generating Sh352.5 billion in tourism receipts, the KTB’s influencer strategy represents a modern approach to destination marketing. By tapping into the influencer community, Kenya seeks to bolster its tourism numbers and revenues, ensuring a competitive edge in the global travel market.
