Tourism CS Najib Balala [Photo: People Daily]
The Ministry of Tourism and Wildlife says Kenya seeks to cut marketing spending in Italy, Switzerland and Japan.
The move will free the advertising budget in favor of new markets like China, the United Arab Emirates, Saudi and South Korea which have high potential for visitors and revenues.
“Kenya may start by launching tailored marketing campaigns for countries. Given limited marketing spend, prioritizing marketing budgets is critical to successful outreach. Other source markets should still be engaged but marketing focus should be in prioritized countries,” said the ministry.
The Ministry however says it will not cut budgets for traditional markets such as the US and UK since they have high revenues of up to 750 million dollars.
This is as tourism promotion and marketing activities have been allocated 1.06 billion shillings in the financial year that began in June 2022.
Kenya carries out promotion initiatives such as roadshows and advertising in international media to attract foreign visitors.
Meanwhile, Tourism spending in 2024 is expected to be marked at $1.97 billion.
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