2 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

Government of KenyaMinistry of Tourism & Wildlife

3T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

“It is no longer possible for travel and tourism providers, or destinations, to continue in a “business as usual” model or mind-set. Innovation and change coupled with agility and ability to respond are

critical for success today and into the future.”

Hon. Najib Balala, EGHCabinet Secretary

4 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

The Tourism Agenda 2018 – 2022 establishes the foundation on which the National Tourism Blueprint 2030 is hinged. Its implementation during the 2018 – 2022 period ignites all the

Blueprint components and actors, and sets Kenyan tourism on the path to

everlasting vibrancy.

Fatuma Hirsi Mohamed (Mrs.), CBSPrincipal Secretary

5T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

USING TOURISM

TO GROW GDP

Pg. 8

CONTENT

THE TOURISM TRANSFORMATION

FUND

Pg. 10

INNOVATION HUB

Pg. 10

PRODUCT STRATEGY FLAGSHIPS

Pg. 11

INFRASTRUCTURE

STRATEGY FLAGSHIPS

Pg. 21

BUSINESS TOURISM FLAGSHIPS

Pg. 25

HUMAN CAPITAL FLAGSHIPS

Pg. 27

CITY TOURISM FLAGSHIPS

Pg. 29

MARKETING STRATEGY FLAGSHIPS

Pg. 31

INVESTMENT

STRATEGY FLAGSHIPS

Pg. 37

STRATEGIC AREAS,

LANDMARK INITIATIVES,

ACTIONS AND TIMELINES

Pg. 39

GDP

15JUL

PASSPORT

HOTEL

6 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

In January 2018, His Excellency the President brought together tourism and wildlife. This consolidated and synergized two key elements in our iconic African Safari tourism experience, which is defined by our unique Big Five, namely, the Lion, Elephant, Cheetah, Rhino, and Buffalo. While the blending of these two sectors is happening, it is important that we keep the eye on the ball as regards each of these domains. For tourism, this is the Agenda.

FOCUSING

7T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

8 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

ONE FOUR THIRTY TWOBLUEPRINT STRATEGIC

COMPONENTS

Objectives& Targets

TourismComparativeAdvantage

Human ResourceDevelopment Strategy

Implementation Plan

Institutional Structure

1 2 3 415JUL

PASSPORT

HOTEL

ProductStrategy

MarketingStrategy Strategy Strategy

Investment Infrastructure

Core TourismExperience(s)

TourismResources

Vision Mission

TourismMarkets

Inn

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Ch

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Re

sea

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Kn

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» Rollout the NTB2030 Execution Strategy » Institutional Reorganization » New Institutions » County Engagements » National Tourism Sessional Paper

The National Tourism Blueprint 2030 (NTB2030) is the basis of the Tourism Agenda 2018-2022. This transformational framework for Kenyan tourism was developed by Grant Thornton, following a sector diagnostics, undertaken in 2016-2017. Cabinet approved the Blueprint in 2017 and directed that it be implemented.

ACTION POINTS

9T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

2

30

4

7 68

14

5

10 119

1

17

13

29

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ONE FOUR THIRTY TWOSTRATEGICCOMPONENTS

LANDMARK INITIATIVES

Tourism Trasnformation Fund - TTF

Cruise Terminal

Tourism Management Companies

KICC Expansion

Little Theatre

Ronald Ngala Utalii College

Shanzu Creek Tourism Development City

Resort Cities

Tourism Innovation Hub

MICC

Beach Management Program

NICC - Bomas

Mombasa Waterfront Development

Kanya Utalii College

International Branded Hotels

Events Strategy

The Maasai Mara Strategy

Airgrowth Strategy

Airline Incentive Program

Global PR

Kenya Signature Wildlife

Nairobi Urban Regeneration

Refurbishment

Digital Marketing Strategy

Elevate Amboseli to ‘MUST SEE’

Tourism Infrastructure

Cruise Tourism Strategy

Overseas Representation Model

Develope Niche Tourism in Parks

National Convetional Bureau

Beach Promotion Strategy

Domestic Tourism

10 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

USING TOURISM TO GROW GDP

Total contribution of travel and tourism to employment, including wider effects from investment, the supply chain

and induced income impacts being 1,072,500 jobs in 2016 (9.2% of total employment), and forecast to reach 1,475,000 jobs (8.9% of total employment) by 2027, an

increase of 2.9% per annum over the period.

4.6bn

411bn2,144%

11 1Tourist Kenyan

Job

In 4 YearsCharter Incentive

Program (CIP)

Refunded - $ 820,170Returns - $ 17,586,210

Received

Revenue tothe economy

TICKETS

AIRPLANEPASSPORT

11T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

SOURCE: World Travel & Tourism Council: Travel & Tourism Economic Impact 2017 - March 2017.

DIRECT

INDIRECT

JOBS

INDUCED

Airlines, coaches, rental cars, trains, cruise lines, travel agents, hotels, convention centres, restaurants, shopping centres, sports arenas, entertainment, theatre, recreation etc.

TRAVELLERS PAY DIRECTLY TO...

Outside goods and services such as marketing and PR, cleaning and maintenance, energy providers, catering and food production, design and print etc.

THESE ARE SUPPLIED BY...

BOTH OF WHICH CREATE JOBS...Which pay salaries, wages, profits, and taxes

WHICH PAY INTO...infrastructure, agriculture, technology, real estate, communications, education, banks, healthcare and more.

HOW MONEY TRAVELSTHE DIRECT, INDIRECT AND INDUCED EFFECT OF TOURISM SPENDING

12 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

TOURISM TRANSFORMATION

FUND - TTF

INNOVATION HUB

The Tourism Transformation Fund was established by finance ACT 2016 to provide resources for development and transformation of the Tourism sector.

An innovation hub will be developed to spearhead innovation in tourism. Under the hub, incubators, competitions and challenges will be operated for the tech and tourism industry, so as to ensure continuous flow of new business models, technology and systems in Kenyan tourism.

ACTION POINTS » Finalize the regulations and

gazettement » Appoint Board and Secretary » Set up Secretariat and systems » Develop disbursement criteria » Transfer allocated funds » Launch and promote

ACTION POINTS » Finalize procurement » Undertake the Construction » Determine ownership and

management » Launch and promote

13T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

PRODUCT STRATEGY

INITIATIVES

Kenya’s key tourism products are the African Safari and the Beach Destinations. These must

be fixed, refreshed and revamped.

PHOTO: Hemingways Ol-Seki Mara Camp, Maasai Mara National Reserve Kenya 3291

14 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

THE MAASAI MARA STRATEGY

DEVELOP NICHE TOURISM

ACTION POINTS » Formulate a detailed tourism strategy for

the Maasai Mara » Investigate the potential to establish an

airport close to the Maasai Mara » Improve the extent and quality of visitor

information provided when in the reserve » Enhance interactions and integration of

the Maasai people through interpretation and cultural tourism experiences .

» Attain World Heritage Status for the Maasai Mara

African Safari is the unique selling point of the Kenyan Tourism Experience, and the ultimate dream

experience visitors to Kenya would like to have.

Maasai Mara is iconic and well known for the Wildebeest migration.

ACTION POINTS » Enhance existing and develop new niche

tourism products, including avitourism, photography, voluntourism, flora, entomology, scientific research, film

AFRICAN SAFARIFLAGSHIPS

» Enhance existing and develop new events – see Events Strategy

» Develop a visitor information and interpretive strategy and policy

TITLE

DIRECTOR

CAMERA

DATE SCENE TAKE

15T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

ELEVATE AMBOSELI’S STATUS TO A ‘MUST SEE’

Amboseli is an impressive wildlife and nature destination with the backdrop of Mt. Kilimanjaro.

ACTION POINTS » Formulate and implement area Tourism Development Strategy & Plan » Determine reserve carrying capacities » Enforce compliance to set standards and practices » Deal with livestock infringements » Promote as Amboseli-Nairobi-Nakuru Circuit » Adopt action points as per Maasai Mara

TITLE

DIRECTOR

CAMERA

DATE SCENE TAKE

16 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

TSAVO--SHIMBACIRCUIT

MT. KENYA--MERU-

-SAMBURUCIRCUIT

AMBOSELI--NAIROBI--NAKURUCIRCUIT

KENYA SIGNATURE

WILDLIFE PARKSACTION POINTS » Develop strategy for each parks » Develop scenic drives and viewpoints

in key scenic areas » Develop a visitor information and

interpretive strategy and policy » Develop and implement programmes

to deal with litter clean-up » Expand/improve tourism support

facilities » Develop activity hubs at parks with

nature-based and adventure activities

» Enhance existing and develop new activities

» Identify opportunities for community-based tourism to be developed around wildlife, nature and scenic products

» Enhance existing and develop new events

» Promote the circuits

Develop and transform KWS parks into signature Africa Safari Product.

17T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

Development of Mama Ngina Drive and Jomo Kenyatta Public Beach will involve redesigning and re-planning the area to an iconic international standard seafront recreation iconic seafront areas of international standard.

Relaxation and quiet time

Leisure walks Entertainment, sporting and other outdoor activities

Food and beverages sales and service

Souvenir shopping

Mama Ngina WaterfrontJomo Kenyatta Public Beach

MOMBASA WATERFRONT

DEVELOPMENT

ACTION POINTS » Finalize Designs » Establish Waterfront Authority » Secure Financing » Construction » Launch and Promote use

LITTLE THEATRE

Development of Little Theatre in Mombasa will provide diversity to the experiences offered in the area, and foster integration of heritage and culture in the region’s tourism product.

ACTION POINTS » Finalize construction » Launch » Promote use

BEACH DESTINATION

FLAGSHIPS

18 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

BEACH STRATEGY

The goal of the Strategy is to transform and develop the beach destination to a leading and competitive dream experience.

ACTION POINTS » Engage Expertise » Determine Legal Framework » Form a holding Company » Engage stakeholders » Full Participation of the stakeholders

ACTION POINTS » Approve framework by KWS » Determine oversight structure » Enforce waste management compliance » Rollout implementation of beach program

in phases » Develop coastal shoreline policy » Cleanliness, Law & order and management

of the beach » Enforce oversight structures » Costline policy & regulations

ACTION POINTS » Extend the implementation to 2022 » Develop framework to expand to

scheduled airlines » Approve promotion strategy

ACTION POINTS » Engage Expertise » Develop strategy » Roll out implementation

ACTION POINTS » Develop a branding strategy » Engage a reputable PR firm » Service » Beach Festivals

TOURISM MANAGEMENT

COMPANIES

BEACH MANAGEMENT

PROGRAM

AIRLINE INCENTIVE PROGRAM

CRUISE TOURISM STRATEGY

BEACH PROMOTION

STRATEGY

19T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

REFURBISHMENT FUND

INTERNATIONAL BRANDED HOTELS

RESORT CITIES

SHANZU CREEK TOURISM DEVELOPMENT CITY (SCTDC)

ACTION POINTS » Source affordable

Source Funding » Establish a unit to

manage » Approve Operation

Framework » Pilot with 20 hotels

ACTION POINTS » Identify hotels, meet

with local owners » Develop beneficial

partnership arrangement

» Encourage international brands to diversify from Nairobi

ACTION POINTS » Develop an authority

to manage » Develop a master plan » Develop an incentive

investment framework » Seek investors

ACTION POINTS » Establish the status of

the Resort Cities and current constraints

» Support interventions for their prioritization

20 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

ACTION POINTS » Monitor completion » Determine Management

Framework » Promote and Market for the

next season

CRUISE TERMINAL

MICC

Kenya is committed to being part of the cruise ship circuit. Towards this end, a first cruise terminal whose construction is underway in Mombasa will be completed within the 2018 – 2022 period.

Mombasa International Convention Centre (MICC) will intro duce 15,000 conference capacity to the region.

ACTION POINTS » Agree on financing model » Determine government

requirements to guide criteria

» Seek approval for legal framework for the venture

» Call for expression of interest

21T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

AIR GROWTH STRATEGY

Air travel provides potential for the fastest and most efficient access to a tourism destination and its products. The Air Growth Strategy seeks to maximize this air travel potential for Kenyan tourism.

MOMBASA

ACTION POINTS » Facilitative policy to expand affordable local air travel » Incentives for low-cost airline operators » Implementation of open sky policy

22 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

INFRASTRUCTURE STRATEGY

INITIATIVES

PRODUCT STRATEGY

FLAGSHIPSAFRICAN SAFARI

1. The Maasai Mara Strategy2. Elevate Amboseli’s 3. Status to a ‘Must See’4. Develop Niche Tourism5. Kenya Signature Wildlife Parks

BEACH DESTINATION

1. Mombasa Waterfront Development

2. Little Theatre3. Tourism Management

Companies4. Beach Management Program5. Airline Incentive Program6. Cruise Tourism Strategy

7. Beach Promotion Strategy8. Refurbishment Fund9. International Branded Hotels10. Shanzu Creek Tourism

Development City11. Cruise Terminal12. MICC13. Air Growth Strategy

23T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

INFRASTRUCTURE STRATEGY

INITIATIVESTourism infrastructure supports tourism product and marketing components. It helps ease access

to products and makes tourism experiences affordable. Key domains for the strategic

component are tourism roads and air travel.

24 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

INTERNATIONALAIRLINES

REGIONAL AIRLINES

» Beijing » Dubai » Tokyo » London » Hong Kong » Istanbul Atatürk Airport » John F. Kennedy I » Singapore Changi Airport » Zurich Airport (ZRH) » Munich Airport (MUC)

» O. R. Tambo » Cairo » Tunis » Lusaka » East Africa » Khartoum » Casablanca » Lagos » Accra » Lome

DESTINATIONS

DESTINATIONS

25T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

MALINDI N. CoastLink

KISUMU VictoriaGateway

NANYUKI

MOI CoastalGateway

WILSON Local NS Hub

LODWAR TurkanaLink

MUSIARA MaraLink ELDORET

ISIOLO Mt. Kenya Link

Mt. Kenya Link

DIANI S. CoastLink

INTEGRATED AIRPORTS, PORTS AND SATIATIONS

ACTION POINTS » Consolidation and integration of aviation

mandate » Make KQ an international airline » Establish a regional airline strategy

26 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

The Mombasa Connection

Coastal Treasure Trove

Back to our Roots

Classic Mara Safari 01

02

Highway to the Sky0304

05

The Victorian West06 Southern

Safari 07

Nairobi-Mombasa artery

Lamu - Mombasa - Nairobi

Malindi-Mombasa-LungalungaDual Carriage

Nairobi - Maasai MaraNarok-Mara

Amboseli - Loita Hills

Nairobi - Eldoret - Kisumu

Nairobi - Nanyuki - IsioloGarsen - Isiolo

Nairobi - Amboseli - Tsavo

Nairobi - L. Turkana

2,400Number of Km

of roads initially targeted

SGR

BRANDED CORRIDORS

TOURISM INFRASTRUCTURE

Tourism infrastructure supports tourism product and marketing components. It helps ease access to products and makes tourism experiences affordable.

ACTION POINTS » Establish the status of the road and constraints faced by users » Intervene for prioritization of development

27T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

The Mombasa Connection

Coastal Treasure Trove

Back to our Roots

Classic Mara Safari 01

02

Highway to the Sky0304

05

The Victorian West06 Southern

Safari 07

Nairobi-Mombasa artery

Lamu - Mombasa - Nairobi

Malindi-Mombasa-LungalungaDual Carriage

Nairobi - Maasai MaraNarok-Mara

Amboseli - Loita Hills

Nairobi - Eldoret - Kisumu

Nairobi - Nanyuki - IsioloGarsen - Isiolo

Nairobi - Amboseli - Tsavo

Nairobi - L. Turkana

2,400Number of Km

of roads initially targeted

SGR

BRANDED CORRIDORS

ACTION POINTS » Appoint Coordinator » Set up a Secretariat » Develop bidding framework » Develop 3 year strategic plan » Launch and Promote

Business tourism is a lucrative and fast-growing segment of the world’s tourism. Establishment of the National Convention Bureau will be undertaken in line with the recommendations of the Task Force on the Establishment of the National Convention Bureau.Nairobi City remain the leading business tourism destination in the region. The establishment of NCB aims to consolidate and grow this pole position

NATIONAL CONVENTION

BUREAU

BUSINESS TOURISM

FLAGSHIPS

28 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

The Nairobi International Convention and Exhibition Centre (NAICEC) will be developed at the Bomas of Kenya.

KICC expansion will add 10,000 conference capacity to the current KICC capacity.

INTERVENTIONSGovernment intervebtions act as pull factors for further

investments by the private sector. To stir investment in business tourism, the Government will invest in

convention centres.

ACTION POINTS » Source Financing » Agree on Design » Construct » Approve promotion and

management model

NAICEC AT BOMAS

KICC EXPANSION

ACTION POINTS » Remodel & Develop a state

of the art NICC » Agree on financing model » Determine government

minimums to guide criteria » Seek approval for legal

framework for the venture » Call for expression of

interest

29T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

HUMAN CAPITALINITIATIVES

Audit of the National tourism skills Training, mentorship and

coaching for counties and community-based

tourism projects.

Rationalization of tourism training institutions and review

of tourism training curricula Clarifying roles of agencies responsible for tourism

training accreditation

Partnerships with internationally renowned tourism and hotel schools Mentorship and talent

awards programme for tourism sector

Tourism enterprise support programs

Tourism and hospitality awareness programs for

Government officials

30 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

RNUC

RONALD NGALA UTALII

COLLEGE

The project to establish a hospitality college of excellence in Kilifi has escalated in cost and is indeterminate completion. The Hotel component remains undecided.

ACTION POINTS » Institutional assesment » Organisational restructuring,

training review » Transition strategy

ACTION POINTS » Determine Management Model » Determine Completion Model » Implement PPP on Hotel

component

The Kenya Utalii College (KUC) is mandated to undertake tourism and hospitality training, capacity-building for the tourism sector, among other duties. KUC needs to autograph its work through deliverying training whose impact is a strong culture of service excellence in hospitality and service.

KENYA UTALII COLLEGE

31T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

NAIROBI URBAN

REGENERATIONREGENERATION

NAIROBI

Nairobi is increasingly growing as a main hub for the African region in relation to international relations, business and investment, logistics and access to the continent. It therefore needs to live up to the required standards of a city of international standards.

ACTION POINTS » Secure concurrence with

county government » Determine financing model » Implement in phasesNAIROBI RIVER

CITY TOURISMFLAGSHIPS

32 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

INFRASTRUCTURE STRATEGY

FLAGSHIPS1. Local Airlines Strategy2. Tourism Infrastructure

1. National Convention Bureau2. KICC Expansion3. NAICEC at Bomas

1. Kenya Utalii College2. Ronald Ngala Utalii College

1. Nairobi Urban Regeneration - Nairobi River

BUSINESS TOURISM

HUMAN CAPITAL

CITY TOURISM

33T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

MARKETING STRATEGY

INITIATIVES

Tourism marketing is a continuous, sequential process through which management in tourism

plans, researches, implements, controls, and evaluates activities designed to satisfy the

needs and wants of a tourist, as well as meet the organization’s objectives.

PHOTO: KTB

34 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

MARKETING APPROACH

Marketing initiatives have been formulated to achieve the established measures (KPIs) and their targets

ACTION POINTS » Implement a portfolio of Top,

Signature and Quality Assured experiences

» Put in place a system of product sub-brands

» Implement the Safari Innovation & Development Program (SIDP)

» Implement Brand Kenya’s initiative » Deploy the 360º communication

plan » Digital marketing development

program

» Implement a CRM Initiative » Facilitate distribution & sales » Implement the Kenyan Industry

Engagement Program » Set up a Marketing Education

initiative » Implement the new in-market

presence model » Implement the new funding model » Put into effect the new operating

model of KTB » Set up a framework for cascading

the Marketing Strategy locally

Deliver an exceptional

tourist experience

Inspire the world through a powerful

Brand Kenya

Improve competitive position of Kenya

in the sales System

Become the preferred partner

for the industry

Improving the performance of the

tourism industry marketing

35T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

GLOBAL PR

OVERSEAS REPRESENTATION

MODEL

DOMESTICTOURISM

Defining, Securing and Promoting one country brand for tourism, investments, exports and culture.

Rethinking and Redesigning of country representation through tourism experts resident in source markets, under the Kenyan Embassy umbrella and directed by KTB.

Kenyans travelling in their country grow GDP provides exposure and unites the country.

ACTION POINTS » Secure funding » Determine Scope » Procure PR firm » Monitor and review

ACTION POINTS » Develop Framework » Determine scope and profile » Seek concurrence with

Ministry of Foreign Affairs » Recruit competitively » Train and orientate new team » Monitor and review

ACTION POINTS » Develop county governement

capacity for domestic tourism » Execute Campaigns » Provide Incentives

36 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

DIGITAL MARKETING

STRATEGY

A deliberate shift to digital platform and tools will drive our marketing approach to reach targeted turist segments

» Adopt 5P Model in international campaigns, cooperative marketing with the trade and international representation: flexible Policy, a well thought out Plan, we redefine Processes, incorporate Professionalism and eliminate Pushbacks

» Accept proactive change management at an organizational level, Move beyond marketing through management to partnership and communitize our destinations

» Adopt digital content that have purpose(s), with different platforms for different people targeting of communities over countries. Merging of word of mouth with social media

» Expand the digital team to include trade and customers. The KTB team with a head of digital, a channel manager and a community manager.

» Adapt to improve » Rise above other destinations in terms

of product, pricing & service standards » Do less of what is unproductive, that

which replicates other destinations or immeasurable

» Stop doing that which isn’t working or aren’t appealing to higher value markets

» Create product that is clearly different to competing destinations or an entirely new approach

37T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

EVENTS STRATEGY

The strategy aims to consolidate all events accross the country and establish a single calendar of events for the country.

ACTION POINTS » Compile a database of tourism-related

events taking place across Kenya » Classify events by type and significance

(i.e. international, regional, national, local and community)

» Identify existing events with potential to grow in significance and develop strategies to achieve growth

» Improve the geographic spread of events

» Improve the spread of events during the year

» Create signature events » Identify important sporting codes

that are already established in Kenya and bring World Championship events to Kenya, e.g. athletics

» Develop an events policy (classification of events, funding mechanisms, support that can be provided at national and county level etc.)

PHOTO: Courtesy

38 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

MARKETING STRATEGY

FLAGSHIPS1. Marketing Approach2. Global PR3. Overseas Representation Model4. Domestic Tourism5. Digital Marketing Strategy6. Events Strategy7. Tourism Calendar of Events8. The Kenya Tourism Festival

39T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

INVESTMENT STRATEGY

INITIATIVES

Tourism Investment refers to the creation of capital or goods that are capable of producing other goods or services in the tourism industry

towards earning higher profits in the private sector or the revitalization and growth for public

purposes.

PHOTO: KTB

40 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

TOURISM INCENTIVE

PROGRAMME

Tourism Incentive Programmes seek to drive sales and grow the tourist base of tourism establishments by providing them with better access to buyers and potential guests

Promote current incentives,

Check uptake of incentives,

Provide newincentives,

Inclussion of incentives to finance houses

41T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

Strategic Areas, Landmark

Initiatives and Actions

PHOTO: KTB

42 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

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rie

d p

roje

cts

to

ad

dre

ss b

ea

ch

issu

es

at

the

co

ast

.

2.1

.1.2

Be

ac

h M

an

ag

em

en

t

Pro

gra

mm

e (

BM

P)

2.1

.1 B

ea

ch

Str

ate

gy

The

se a

re p

riv

ate

se

cto

r-fo

un

de

d a

nd

led

to

urism

inst

itu

tio

ns,

ea

ch

fo

rme

d t

o m

an

ag

e t

ou

rism

in t

he

ir

resp

ec

tiv

e b

ea

ch

no

de

s.

2.1

.1.1

To

urism

Ma

na

ge

me

nt

Co

mp

an

ies

(TM

Cs)

Ac

tiva

tio

n

1.1

Na

tio

na

l To

urism

Blu

ep

rin

t 2

03

0

(NTB

20

30

)

1. Th

e A

nc

ho

rs

1.3

To

urism

Tra

nsf

orm

atio

n F

un

d

1.2

In

no

va

tio

n H

ub

The

inn

ov

atio

n h

ub

will

pro

vid

e in

cu

ba

tors

, c

om

pe

titio

ns,

an

d c

ha

llen

ge

s th

at

will

nu

rtu

re im

me

rsiv

e a

nd

co

nn

ec

ted

tou

rism

tra

ve

l exp

erie

nc

es

tha

t a

re d

esi

red

by t

ou

rist

s, a

s

we

ll a

s d

igita

l an

d c

yb

er

ec

on

om

y, a

mo

ng

oth

ers

.

2. To

urism

Pro

du

ct

The

NTB

20

30

is K

en

ya

's t

ou

rism

tra

sfo

rma

tio

na

l fra

me

wo

rk

for

the

pe

rio

d 2

01

7-2

03

0. It

wa

s a

pp

rov

ed

by C

ab

ine

t in

Se

pte

mb

er

20

17

. C

ab

ine

t th

en

dire

cte

d t

ha

t it b

e

imp

lem

en

ted

.

The

20

16

/20

17

Bu

dg

et

Sta

tem

en

t in

cre

ase

d a

ir p

ass

en

ge

r

ch

arg

es

for

ext

ern

al t

rav

el f

rom

US$

40

to

US$

50

an

d f

or

inte

rna

l tra

ve

l fro

m K

shs.

50

0 t

o K

shs.

60

0. Th

e r

ea

lize

d

rev

en

ue

is t

o b

e u

sed

exc

lusi

ve

ly f

or

tou

rism

pro

mo

tio

n.

The

str

ate

gy s

ee

ks

to t

ran

sfo

rm a

nd

de

ve

lop

to

urism

in

Ke

nya

's c

oa

sta

l re

gio

n, a

nd

ma

ke

th

e r

eg

ion

co

mp

etitiv

e.

43T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tive

De

scrip

tio

nA

ctiva

tio

n

4D

ete

rmin

e o

ve

rsig

ht

stru

ctu

re

5En

forc

e w

ast

e m

an

ag

em

en

t

co

mp

lian

ce

6D

eve

lop

co

ast

al s

ho

relin

e p

olic

y

1Ext

en

d t

he

imp

lem

en

tatio

n

pe

rio

d o

f th

e c

ha

rte

r in

ce

ntive

pro

gra

mm

e

2D

eve

lop

a f

ram

ew

ork

to

exp

an

d

sch

ed

ule

d a

irlin

es

3A

pp

rove

th

e A

IP p

rom

otio

n

stra

teg

y

1H

ire

exp

ert

ise

to

de

ve

lop

an

d

ste

er

imp

lem

en

tatio

n o

f th

e

stra

teg

y

2A

gre

e o

n a

n o

ve

rsig

ht

me

ch

an

ism

fo

r im

ple

me

nta

tio

n

1Se

cu

re f

ina

nc

ing

2A

gre

e o

n a

pp

rop

ria

te d

esi

gn

s

3U

nd

ert

ake

th

e c

on

stru

ctio

n

4

2.2

Th

e A

fric

an

Sa

fari

Exp

erie

nc

e

1Fo

rmu

late

th

e a

rea

To

urism

Str

ate

gy &

Pla

n

2D

ete

rmin

e t

he

ca

rryin

g c

ap

ac

ity

of

the

Re

serv

e

3En

forc

e c

om

plia

nc

e t

o

est

ab

lish

ed

sta

nd

ard

s a

nd

pra

ctic

es

4D

ea

l with

live

sto

ck in

frin

ge

me

nts

5P

rom

ote

no

n-m

igra

tio

n p

erio

ds

6Im

ple

me

nt

are

a N

TB2030

ac

tivitie

s

2.1

.1.4

Cru

ise

To

urism

Str

ate

gy

Form

an

au

tho

rity

to

ma

na

ge

the

m

The

AIP

is a

n in

itia

tive

aim

ed

at

att

rac

tin

g m

ore

dire

ct

flig

ht

to t

he

co

ast

al r

eg

ion

.

The

str

ate

gy p

rovid

es

a c

lea

r ro

ad

ma

p f

or

rec

laim

ing

an

d

gro

win

g t

he

luc

rative

, h

igh

-en

d c

ruis

e s

hip

tra

ve

llers

.

2.1

.2 M

om

ba

sa W

ate

rfro

nt

Ma

ma

Ng

ina

Wa

terf

ron

t a

nd

Jo

mo

Ke

nya

tta

Pu

blic

Be

ac

h

are

th

e o

nly

pu

blic

wa

terf

ron

ts in

Mo

mb

asa

. Th

ey a

re in

ne

ed

of

red

esi

gn

ing

an

d r

e-p

lan

nin

g t

o ic

on

ic s

ea

fro

nt

rec

rea

tio

na

l are

as

of

inte

rna

tio

na

l sta

ture

.

2.2

.1 T

he

Ma

asa

i Ma

ra R

ese

rve

Ma

asa

i Ma

ra is

a m

ajo

r to

urism

att

rac

tio

n in

Ke

nya

. It

ha

s

ou

tsta

nd

ing

wild

life

op

po

rtu

nitie

s, a

nd

is r

en

ow

ne

d f

or

the

wild

eb

ee

st m

igra

tio

n.

2.1

.1.3

Airlin

e In

ce

ntive

Pro

gra

mm

e

(AIP

)

44 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tive

De

scrip

tio

nA

ctiva

tio

n

1Fo

rmu

late

are

a T

ou

rism

De

ve

lop

me

nt

Str

ate

gy &

Pla

n

2D

ete

rmin

e t

he

ca

rryin

g c

ap

ac

ity

of

the

pa

rks

in t

he

circ

uit

3En

forc

e c

om

plia

nc

e t

o s

et

sta

nd

ard

s a

nd

pra

ctic

es

4D

ea

l with

liv

est

oc

k in

frin

ge

me

nts

5P

rom

ote

th

e P

ark

as

pa

rt o

f th

e

wid

er

Am

bo

seli-

Na

iro

bi-N

aku

ru

Tou

rism

circ

uit

6Im

ple

me

nt

the

NTB

20

30

ac

tiv

itie

s

for

the

Pa

rk a

nd

th

e e

ntire

circ

uit

1Fo

rmu

late

th

e T

ou

rism

De

ve

lop

me

nt

Str

ate

gie

s a

nd

Pla

ns

for

all

Na

tio

na

l Pa

rks

&

Ga

me

Re

serv

es

2D

ete

rmin

e t

he

ca

rryin

g

ca

pa

citie

s o

f a

ll th

e N

atio

na

l

Pa

rks

& R

ese

rve

s

1A

pp

oin

t th

e N

CB

Co

ord

ina

tor

2Se

t u

p N

CB

Se

cre

taria

t

3D

ev

elo

p a

bu

sin

ess

to

urism

bid

din

g f

ram

ew

ork

4D

ev

elo

p a

3-y

ea

r Str

ate

gic

Pla

n

5P

rom

ote

NC

B w

ork

1Est

ab

lish

co

nc

urr

en

ce

with

NC

C

2A

gre

e o

n t

he

fin

an

cin

g m

od

el

3A

gre

e o

n d

esi

gn

4A

gre

e o

n t

he

imp

lem

en

tatio

n

an

d s

ust

ain

ab

ility

Ke

nya

's N

atio

na

l Pa

rks

& G

am

e R

ese

rve

s a

re g

lob

ally

ren

ow

ne

d f

or

the

ir im

pre

ssiv

en

ess

an

d r

ich

ne

ss in

wild

life

,

na

ture

, a

dv

en

ture

, c

ultu

re a

nd

he

rita

ge

. Fi

xin

g t

he

m t

o

rep

uta

ble

sta

nd

ard

s is

re

qu

ire

d.

2.2

.2 T

he

Am

bo

seli

Na

tio

na

l Pa

rkTh

e P

ark

pro

vid

es

imp

ress

ive

wild

life

an

d n

atu

re

exp

erie

nc

es,

with

th

e b

ac

kd

rop

of

Mt.

Kili

ma

nja

ro. It

will

be

pro

mo

ted

as

pa

rt o

f th

e A

mb

ose

li-N

airo

bi-N

aku

ru T

ou

rism

circ

uit, to

en

ha

nc

e t

he

qu

alit

y o

f th

e e

xpe

rie

nc

e.

2.2

.3 S

ign

atu

re W

ildlif

e P

ark

s &

Ga

me

Re

serv

es

2.3

.1 N

atio

na

l Co

nv

en

tio

n B

ure

au

(NC

B)

The

Bu

rea

u w

ill h

elp

to

gro

w b

usi

ne

ss t

ou

rism

. B

ue

au

s a

re

ren

ow

ne

d f

or

en

ab

ling

co

ord

ina

tio

n o

f b

idd

ing

fo

r b

usi

ne

ss

tou

rism

. Th

is is

be

ca

use

MIC

E b

uye

rs p

refe

r o

ne

-sto

p s

ho

ps.

2.4

City T

ou

rism

2.4

.1 N

airo

bi R

ive

r R

e-I

ma

gin

gN

airo

bi R

ive

r d

ep

icts

th

e s

tate

of

Na

iro

bi C

ity, a

nd

aff

ec

ts

its

ass

oc

iate

d c

ity t

ou

rism

. R

ec

lam

atio

n o

f N

airo

bi R

ive

r w

ill

cre

ate

a p

osi

tiv

e im

ag

e o

f N

airo

bi C

ity, a

nd

to

urism

in t

he

City.

2.3

Bu

sin

ess

To

urism

45T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tiv

eD

esc

rip

tio

nA

ctiv

atio

n

3. To

urism

Ma

rke

tin

g1

Se

cu

re f

ina

nc

ing

2D

ete

rmin

e t

he

ma

rke

tin

g s

co

pe

3P

roc

ure

a P

R F

irm

to

un

de

rta

ke

ma

rke

tin

g

4M

on

ito

r &

Re

vie

w p

rog

ress

1D

ev

elo

p a

fra

me

wo

rk f

or

imp

lem

en

tatio

n

2D

ete

rmin

e t

he

sc

op

e a

nd

pro

file

s

for

ea

ch

ma

rke

t

3Se

ek c

on

cu

rre

nc

e o

f th

e M

inis

try

of

Fore

ign

Aff

airs

4R

ec

ruit c

om

pe

titiv

ely

5Tr

ain

an

d o

rie

nta

te n

ew

te

am

s

1A

gre

e o

n a

sta

nd

ard

ize

d

bra

nd

ing

of

exp

erie

nc

es

2D

ev

elo

p a

fra

me

wo

rk f

or

brid

gin

g

the

div

ide

be

twe

en

do

me

stic

an

d in

tern

atio

na

l ma

rke

tin

g

4. To

urism

In

fra

stru

ctu

re

4.1

To

urism

Ro

ad

s1

Est

ab

lish

th

e s

tatu

s o

f th

e r

oa

d

an

d c

on

stra

ints

fa

ce

d b

y it

s u

sers

2In

terv

en

e f

or

prio

ritiza

tio

n o

f

de

ve

lop

me

nt

4.1

.2 M

om

ba

sa-M

alin

di D

ua

l

Ca

rria

ge

1Est

ab

lish

sta

tus

of

the

ca

rria

ge

an

d c

on

stra

ints

fa

ce

d b

y u

sers

2In

terv

en

e f

or

prio

ritiza

tio

n o

f th

e r

e-

de

ve

lop

me

nt

3.1

Glo

ba

l Pu

blic

Re

latio

ns

Glo

ba

l Pu

blic

Re

latio

ns

refe

rs t

o t

he

de

fin

ing

, se

cu

rin

g, a

nd

pro

mo

tin

g o

ne

co

un

try b

ran

d f

or

tou

rism

, in

ve

stm

en

ts,

exp

ort

s, a

nd

cu

ltu

re.

3.2

Ov

ers

ea

s R

ep

rese

nta

tio

nO

ve

rse

as

Re

pre

sen

tatio

n e

nta

ils r

eth

inkin

g a

nd

re

-

de

sig

nin

g t

ou

rism

re

pre

sen

tatio

n in

ov

ers

ea

s m

ark

et

co

un

trie

s b

y u

sin

g t

ou

rism

exp

ert

s so

urc

ed

in t

he

ma

rke

ts

an

d o

pe

ratin

g u

nd

er

Ke

nya

n M

issi

on

s in

th

e m

ark

ets

wh

ile

dire

cte

d b

y t

he

Ke

nya

To

urism

Bo

ard

(K

TB).

3.3

Do

me

stic

Ma

rke

tin

gD

om

est

ic t

ou

rism

is o

n a

ste

ad

y in

cre

ase

in K

en

ya

. Th

e

seg

me

nt

is u

sefu

l no

t ju

st f

or

tou

rism

gro

wth

, b

ut

als

o f

or

na

tio

na

l co

he

sio

n a

nd

inte

gra

tio

n. M

ark

etin

g o

f D

om

est

ic

Tou

rism

will

be

dire

cte

d b

y K

TB.

4.1

.1 M

alin

di-W

ata

mu

Be

ac

h R

oa

dC

on

ne

cts

th

e b

ea

utifu

l co

ast

al t

ow

n o

f M

alin

di t

ha

t is

ste

ep

ed

in r

ich

he

rita

ge

an

d s

ev

era

l cu

ltu

ral a

nd

his

toric

pla

ce

s to

dis

co

ve

r a

nd

re

-dis

co

ve

r w

ith

W

ata

mu

th

at

ha

s

be

au

tifu

l be

ac

he

s a

nd

fa

nta

stic

tra

de

win

ds

tha

t m

ake

it a

gre

at

de

stin

atio

n f

or

wa

ters

po

rts,

an

d h

as

be

en

de

sig

na

ted

UN

are

a o

f o

uts

tan

din

g n

atu

ral b

ea

uty

.

The

Mo

mb

asa

-Ma

lind

i Du

al C

arr

iag

e is

fa

ce

d w

ith

en

cro

ac

hm

en

t b

y in

form

al b

usi

ne

ss a

ctiv

itie

s, c

on

ge

stio

n,

tra

ffic

jam

s, e

tc t

ha

t d

etr

ac

t v

isito

r e

xpe

rie

nc

es.

It

req

uire

s

to b

e f

ixe

d a

s p

art

of

rev

am

pin

g o

f c

oa

sta

l to

urism

.

46 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tive

De

scrip

tio

nA

ctiva

tio

n

4.2

Air T

rave

l4.2

.1 A

ir G

row

th S

tra

teg

y1

Pro

po

se f

or

co

nsi

de

ratio

n a

fac

ilita

tive

po

licy t

o e

xpa

nd

aff

ord

ab

le a

ir t

rave

l

2P

rop

ose

fo

r c

on

sid

era

tio

n

inc

en

tive

s fo

r lo

w-c

ost

airlin

e

op

era

tors

1Est

ab

lish

th

e s

tatu

s o

f th

e a

irp

ort

s

2In

terv

en

e f

or

prio

ritiza

tio

n o

f th

eir

de

ve

lop

me

nt

1Est

ab

lish

th

e s

tatu

s o

f th

e c

orr

ido

rs

2In

terv

en

e f

or

prio

ritiza

tio

n

4.2

.4 L

am

u-M

om

ba

sa-N

airo

bi

Sta

nd

ard

Ra

ilwa

y

En

ha

nc

ed

co

nn

ec

ted

ne

ss o

f to

urism

exp

erie

nc

es

in L

am

u

will

be

ac

hie

ve

d v

ia e

xte

nsi

on

of

the

SG

R f

rom

Mo

mb

asa

to L

am

u

1In

terv

en

e f

or

prio

ritiza

tio

n

5. To

urism

In

ve

stm

en

ts

5.1

To

urism

In

ce

ntive

s

Pro

gra

mm

e (

TIP

)

5.1

.1 R

efu

rbis

hm

en

t Fu

nd

1Se

cu

re f

ina

nc

ing

fo

r th

e f

un

d

2Est

ab

lish

th

e f

un

d m

an

ag

em

en

t

un

it3

Ap

pro

ve

th

e o

pe

ratio

na

liza

tio

n

fra

me

wo

rk

4P

ilot

with

20 h

ote

ls t

he

n e

xpa

nd

to

oth

er

ho

tels

th

ere

aft

er

1Id

en

tify

loc

als

be

ac

h h

ote

ls t

o

pa

rtic

ipa

te

2M

ee

t w

ith

will

ing

loc

al b

ea

ch

ho

tel o

wn

ers

3D

eve

lop

a b

en

efitia

l pa

rtn

ers

hip

4Li

nk t

he

loc

al h

ote

l ow

ne

rs t

o

bra

nd

ed

ho

tels

Ho

tels

on

th

e K

en

ya

n b

ea

ch

are

old

an

d t

ire

d. Y

et

tou

rist

s

pre

fer

kn

ow

n h

ote

l bra

nd

s. T

o e

leva

te K

en

ya

n b

ea

ch

ho

tels

to

th

e d

esi

red

sta

ture

, th

e lo

ca

l ho

tels

will

be

lin

ke

d

to k

no

wn

inte

rna

tio

na

l bra

nd

ho

tels

fo

r p

art

ne

rsh

ip t

ow

ard

s

en

ha

nc

ing

th

eir s

tatu

re.

5.1

.2 In

tern

atio

na

l Bra

nd

ed

Ho

tels

on

th

e B

ea

ch

7 M

ajo

r R

oa

ds

tha

t w

ill f

ost

er

ac

ce

lera

ted

to

urism

exp

erie

nc

es

in K

en

ya

ha

ve

be

en

ide

ntifie

d a

nd

bra

nd

na

me

s a

ssig

ne

d t

o t

he

m (

NB

I-M

SA

Art

ery

, C

oa

sta

l Tre

asu

re

Tro

ve

, B

ac

k t

o O

ur

Ro

ots

, C

lass

ic M

aa

sai M

ara

, Th

e

Vic

toria

n W

est

, a

nd

So

uth

ern

Sa

fari).

4.2

.3 T

ou

rism

Bra

nd

ed

Co

rrid

ors

This

is a

Fu

nd

wo

rth

US$

100 M

illio

n t

ha

t is

to

be

se

t u

p t

o

pro

vid

e a

ffo

rda

ble

loa

ns

to c

oa

sta

l ho

tels

to

en

ab

le t

he

m

refu

rbis

h t

he

ir f

ac

ilitie

s.

The

Air G

row

th S

tra

teg

y (

AG

S)

see

ks

to m

axi

miz

e t

he

co

un

try's

air t

rave

l po

ten

tia

l fo

r to

urism

gro

wth

. It

is

un

de

rpin

ne

d b

y t

he

fa

ct

tha

t a

ir t

rave

l pro

vid

es

the

fa

ste

st

an

d m

ost

eff

icie

nt

ac

ce

ss t

o t

ou

rism

de

stin

atio

ns

an

d t

he

ir

pro

du

cts

.

To e

nh

an

ce

air t

rave

l to

an

d f

rom

th

e c

oa

sta

l re

gio

n,

Ma

lind

i an

d D

ian

i Airp

ort

s re

qu

ire

to

be

de

ve

lop

ed

so

th

at

the

y c

an

ha

nd

le b

igg

er

airc

raft

s a

s w

ell

as

dire

ct

flig

hts

.

4.2

.2 M

alin

di &

Dia

ni A

irp

ort

s

47T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tive

De

scrip

tio

nA

ctiva

tio

n

1D

ev

elo

p a

n a

uth

ority

to

ma

na

ge

2D

ev

elo

p a

ma

ste

r p

lan

3D

ev

elo

p in

ce

ntiv

es

for

inv

est

me

nt

in t

he

initia

tiv

e

4P

rom

ote

th

e m

ast

er

pla

n a

nd

co

ntr

ac

t in

ve

sto

rs

1Est

ab

lish

th

e s

tatu

s o

f th

e R

eso

rt

Citie

s a

nd

cu

rre

nt

co

nst

rain

ts

2Su

pp

ort

inte

rve

ntio

ns

for

the

ir

prio

ritiza

tio

n

5.2

Go

ve

rnm

en

t

Inv

est

me

nts

5.2

.1 C

on

ve

ntio

n C

en

tre

s

1Se

cu

re f

un

an

cin

g

2A

gre

e o

n t

he

ap

pro

pria

te d

esi

gn

3U

nd

ert

ake

th

e c

on

stru

ctio

n

4 1D

ev

elo

p a

sta

te-o

f-th

e-a

rt m

od

el

of

the

fa

cili

ty

2A

gre

e o

n t

he

fin

an

cin

g m

od

el

3D

ete

rmin

e g

ov

ern

me

nt

min

imu

ms

to g

uid

e t

he

crite

ria

fo

r

de

ve

lop

me

nt

4Se

ek a

pp

rov

al o

f th

e le

ga

l

fra

me

wo

rk f

or

the

ve

ntu

re

5C

all

for

exp

ress

ion

s o

f in

tere

st

6N

eg

otia

te w

ith

th

e s

uc

ce

ssfu

l

bid

de

r

5.1

.1.3

MIC

C D

ev

elo

pm

en

tM

ICC

will

intr

od

uc

e 1

0,0

00

co

nv

en

tio

n c

ap

ac

ity t

o t

he

co

ast

al r

eg

ion

. Th

e f

ac

ility

will

be

de

ve

lop

ed

at

the

cu

rre

nt

Mo

mb

asa

Be

ac

h H

ote

l lo

ca

tio

n.

1D

ev

elo

p a

sta

te-o

f-th

e-a

rt m

od

el

of

the

fa

cili

ty

2A

gre

e o

n t

he

fin

an

cin

g m

od

el

3D

ete

rmin

e g

ov

ern

me

nt

min

imu

ms

to g

uid

e t

he

crite

ria

fo

r

de

ve

lop

me

nt

This

is a

pro

po

sed

ne

w t

ou

rism

city t

ha

t is

to

be

de

ve

lop

ed

on

ab

ou

t 6

00

ac

res

of

lan

d in

Sh

an

zu.

5.1

.3 S

ha

nzu

Cre

ek T

ou

rism

De

ve

lop

me

nt

City

5.2

.1.1

KIC

C E

xpa

nsi

on

KIC

C e

xpa

nsi

n w

ill a

dd

10

,00

0 c

on

ve

ntio

n c

ap

ac

ity t

o t

he

cu

rre

nt

cu

pa

city a

t th

e K

ICC

.

5.2

.1.2

NA

ICEC

De

ve

lop

me

nt

NA

ICEC

is a

15

,00

0 u

ltra

-mo

de

rn c

on

ve

ntio

n f

ac

ility

th

at

is

to b

e d

ev

elo

pe

d t

hro

ug

h a

lon

g-t

erm

lea

se a

rra

ng

em

en

t

to a

priv

ate

co

nse

ssio

ns

co

mp

an

y.

The

Ke

nya

Vis

ion

20

30

ide

ntifie

s R

eso

rt C

itie

s th

at

are

to

be

est

ab

lish

ed

as

pa

rt o

f K

en

ya

's t

ran

sfo

rma

tio

na

l ag

en

da

.

The

se C

itie

s a

re k

ey t

ou

rism

ta

rge

ts, a

s th

ey f

ost

er

the

co

nn

ec

ted

ne

ss t

ha

t to

urism

asp

ire

s fo

r.

5.1

.4 R

eso

rt C

itie

s

Ap

pro

ve

bo

th t

he

pro

mo

tio

n a

nd

ma

na

ge

me

nt

mo

de

ls

48 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tive

De

scrip

tio

nA

ctiva

tio

n

4Se

ek a

pp

rov

al o

f th

e le

ga

l

fra

me

wo

rk f

or

the

ve

ntu

re

5C

all

for

exp

ress

ion

s o

f in

tere

st

6N

eg

otia

te w

ith

th

e s

uc

ce

ssfu

l

bid

de

r

5.2

Oth

er

Inv

est

me

nts

1Fi

na

lize

th

e c

on

stru

ctio

n

2La

un

ch

an

d p

rom

ote

use

1M

on

ito

r th

e c

om

ple

tio

n

2La

un

ch

an

d p

rom

ote

use

1A

ud

it if

th

e N

atio

na

l To

urism

Skill

s

2Tr

ain

ing

, m

en

tors

hip

, a

nd

co

ac

hin

g f

or

co

un

tie

s a

nd

co

mm

un

ity-b

ase

d t

ou

rism

pro

jec

ts

3R

atio

na

liza

tio

n o

f to

urism

tra

inin

g

inst

itu

tio

ns

an

d r

ev

iew

of

tou

rism

tra

inin

g c

urr

icu

la

4C

larify

ing

on

th

e r

ole

s o

f a

ge

nc

ies

resp

on

sib

le f

or

tou

rism

tra

inin

g

5P

art

ne

rsh

ip w

ith

inte

rna

tio

na

lly-

ren

ow

ne

d t

ou

rism

an

d h

ote

l

sch

oo

ls f

or

ac

cre

dita

tio

n

6M

en

tors

hip

an

d t

ale

nt

aw

ard

s

pro

gra

mm

e f

or

pe

op

le w

ork

ing

in

tou

rism

7To

urism

en

terp

rise

su

pp

ort

pro

gra

mm

e

8To

urism

ho

spita

lity a

wa

ren

ess

pro

gra

ms

for

go

ve

rnm

en

t o

ffic

ials

in t

he

to

urism

se

cto

r

1U

nd

ert

ake

an

au

dit o

f K

UC

an

d

the

tra

inin

g t

ha

t it o

ffe

rs

2A

do

pt

the

use

of

tec

hn

olo

gy in

ad

mis

sio

ns

Litt

le T

he

atr

e is

sp

ac

e f

or

sho

wc

asi

ng

loc

al a

rt a

nd

cu

ltu

re.

Its

de

ve

lop

me

nt

will

pro

vid

e d

ive

rsity t

o t

ou

rism

exp

erie

nc

es

in M

om

ba

sa.

5.2

.1 L

ittle

Th

ea

tre

6. To

urism

Hu

ma

n

Ca

pita

l De

ve

lop

me

nt

6.1

Se

rvic

e E

xce

llen

ce

The

to

urism

se

cto

r su

ffe

rs f

rom

un

co

ord

ina

ted

hu

ma

np

ow

er

de

ve

lop

me

nt,

as

we

ll a

s a

dh

oc

an

d

un

reg

ula

ted

up

take

. Fu

rth

er,

ca

ses

of

inc

rea

sed

em

plo

ym

en

t o

f u

ntr

ain

ed

pe

rso

nn

el

in t

ou

rism

est

ab

lish

me

nts

an

d h

osp

ita

lity-b

ase

d t

ask

s e

xist

. Th

ese

re

sult

in d

ete

roria

tio

n o

f se

rvic

e q

ua

lity s

tan

da

rds.

Th

is is

ev

ide

nt

fro

m in

cre

asi

ng

inc

ide

nc

es

of

co

mp

lain

ts b

y u

nsa

tisf

ied

cu

sto

me

rs.

The

Ke

nya

Uta

lii C

olle

ge

is m

an

da

ted

to

tra

in f

or

the

ho

spita

lity in

du

stry

in K

en

ya

. It

th

ere

fore

ne

ed

s to

au

tog

rap

h it

s w

ork

th

rou

gh

de

live

ry o

f tr

ain

ing

th

at

lea

ds

to

serv

ice

exc

elle

nc

e.

6.2

Ke

nya

Uta

lii C

olle

ge

Ke

nya

is c

om

mite

d t

o b

e p

art

of

the

cru

ise

sh

ip c

irc

uit. To

this

en

d, th

e c

ruis

e s

hip

te

rmin

al h

as

be

en

un

de

r

co

nst

ruc

tio

n in

Mo

mb

asa

.

5.2

.2 C

ruis

e S

hip

Te

rmin

al

49T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

Imp

lem

en

tatio

n F

ram

ew

ork

Str

ate

gic

Are

aLa

nd

ma

rk In

itia

tive

De

scrip

tio

nA

ctiva

tio

n

1D

ete

rmin

e c

om

ple

tio

n m

od

el

2Im

ple

me

nt

a P

PP

mo

de

l on

th

e

ho

tel c

om

po

ne

nt

3D

ete

rmin

e t

he

ma

na

ge

me

nt

mo

de

l

4La

un

ch

an

d p

rom

ote

use

7.1

To

urism

Ca

len

da

r o

f Eve

nts

The

NTB

2030 c

alls

fo

r th

e h

old

ing

of

at

lea

st 1

inte

rna

tio

na

l

tou

rism

eve

nt

eve

ry 3

mo

nth

s a

nd

1 n

atio

na

l eve

nt

in t

he

co

un

try e

ve

ry m

on

th f

rom

no

w t

ill 2

020, a

nd

at

lea

st 1

inte

rna

tio

na

l eve

nt

eve

ry 2

mo

nth

s a

nd

2 n

atio

na

l eve

nts

in

the

co

un

try e

ve

ry m

on

th f

rom

2020 t

o 2

025. A

ca

len

da

r o

f

eve

nts

th

at

ac

tua

lize

s th

is is

to

be

de

ve

lop

ed

.

1A

gre

e o

n a

nd

imp

lem

en

t b

est

ap

pro

ac

h t

o d

eve

lop

ing

th

e

ca

len

da

r

1Se

cu

re f

un

din

g

2In

vite

inve

stm

en

t e

xhib

ito

rs

3So

urc

e f

or

inve

stm

en

t sp

ea

ke

rs

6.3

Ro

na

ld N

ga

la U

talii

Co

lleg

eR

on

ald

Ng

ala

Uta

lii C

olle

ge

is e

xpe

cte

d t

o o

ffe

r m

ore

ca

pa

city f

or

ho

spita

lity t

rain

ing

in K

en

ya

.

7. To

urism

Eve

nts

7.2

Th

e K

en

ya

To

urism

Fe

stiv

al

This

is a

n e

ve

nt

tha

t w

ill s

ho

wc

ase

th

e v

ast

op

po

rtu

nitie

s

tha

t e

xist

in t

ou

rism

in K

en

ya

. It

will

co

mp

rise

of

tou

rism

inve

stm

en

t e

xhib

itio

ns,

inv

est

me

nt

spe

ake

rs, a

nd

sho

wc

asi

ng

of

ava

ilab

le in

ve

stm

en

t o

pp

ort

un

itie

s.

50 T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2

51T O U R I S M A G E N D A 2 0 1 8 - 2 0 2 2 |

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