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GlobalCountryStudyReport
On
TourismIndustry of Kenya
Business Opportunities for
Gujarat
/
India
Submittedto:-
GUJRATTECNOLGICALUNIVERSITY
InstituteName:MarwadiEducationFoundations Groupof
InstituteFacultyof Management
InstituteCode:734
Underthe Guidance of
Prof.MEERAMODI
Assistant Professor
InpartialFulfillment of the Requirement of theawardof the
degree of
MasterofBusiness Administration(MBA)
OfferedBy
Gujarat TechnologicalUniversity
Ahmedabad
Prepared
by:Students of
MBA(Semester-IV)
GroupNo.:7
Month&Year: May,2014
1
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Institute Certificate
Certified that this Global Country Study and Report T itled
Tourism Industry of Kenya Business Opportunities for Gujarat /
India is the bonafide !or" of atta#hed student list !ith
enrollment numbers$ !ho ha%e #arried out their resear#h under
my/our super%ision& 'e also #ertify further$ that to the best of my
"no!led(e the !or" reported herein does not form part of any other
proje#t report or dissertation on the basis of !hi#h a de(ree or a!ard!as #onferred on an earlier o##asion on this or any other
#andidate& I/!e ha%e also #he#"ed the pla(iarism e)tent of this
report !hi#h is 13.8 *& and the separate pla(iarism report in the
form of html /pdf file is en#losed !ith this&
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Author:
Plagiarism report
Processing date: Sat, 4.1.2014 10:51:45 CETA total of 472fragments were analysed. As a result 65fragments (13.8%)were found in other documents. In the document preview below the fragments
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PREFACE
+s part of our ,B+ pro(ramme$ !e ha%e been assi(ned !ith some pra#ti#al and
theoreti#al proje#t !or"$ !hi#h are #alled Global/ #ountry study report& In partial
fulfillment of the proje#t$ !e ha%e prepared a #ountry study report on TOURIS
I!"USTR# OF $E!#A%&usiness O''(rtunitiesf(r )u*arat+I!"IA.
Study of the mana(ement !ill be immaterial if it is not #oupled !ith study of pra#ti#al
aspe#t of the business& It (i%es student opportunity to learn the #onne#tion bet!een
#omparison and e)e#ution to test and %erify appli#ation of theories and pra#ti#al& The
study (i%es a #han#e to "no! about industries$ trade relations$ fa#tors affe#tin(
e#onomy and %arious aspe#t of startin( business in Kenya&
1,
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Ac-n(/e0e2ent
I !ould li"e to a#"no!led(e %i#e #han#ellor of Gujarat Te#hnolo(i#al -ni%ersity
,r& +"shai +(ra%al for (i%in( us an opportunity to (et e)posure and a#"no!led(e of
international mar"et and (lobal business throu(h this (lobal #ountry study report& 'e
are also heartily than"ful to GCR #oordinator S. eera2(0 for his all.time support&
I !ould li"e to a#"no!led(e and e)tend my heartfelt (ratitude to our respe#tful
ean r. S. Cinna2 rea0 for pro%idin( his %aluable input and (i%in( us spe#ifi#
I !ould li"e to a#"no!led(e the respe#ti%e fa#ulty (uide Pr(f.Fa/uni Se/ani
(i%en us an a#ti%e support and !ho has stand li"e pillars for #on#rete Global Country
Study report&
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Sr.n(.
A
&
1
3
4
5
6
7
8
9
1,
11
1
13
14
15
ist (f C(ntents
Particu/ars
SUAR# OF PART1 SE. 3
SUAR# OF PART SE%4
O:er:ie(fT(uris2 inIn0ia
O:er:ie(f$enaT(uris2
Intr(0ucti(n(f#atra.c(2P:t.t0.
S;OTAna/sis(f#atra.c(2
Intr(0ucti(n(f SA!$ARA
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E@ecuti:e Su22ar SE% III
The Global /Country Study Report onKENY!
COU!TR#0 K123+
CAPITA0 2+IROBI
OFFICIA A!A)UA)E0 12G4IS5$ S'+5I4I
!ATIO!AIT#0K123+2
AREA OF $E!#A678$9:; Km&
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General
The Republi# of Kenya is an e?uatorial nation on the #oast of 1ast +fri#a$ nei(hborin(
Somalia$ 1thiopia$ Sudan$ -(anda$ Tan@ania$ and the Indian O#ean& Kenya has se%en
administrati%e pro%in#es plus the 2airobi +rea& Aro%in#es are further di%ided into
distri#ts& Kenya is a one.party state !ith 1)e#uti%e$ 4e(islati%e$ and udi#ial bran#hes&The Aresident is head of (o%ernment and #hief of state&
Kenyas population of more than 98 million is (ro!in( at an annual rate of
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2utrition pro(rams are based at the distri#t le%el& Some distri#ts ha%e implemented the
-2IC1 CS =Child Sur%i%al and e%elopment> pro(ram$ and some ha%e formed or
proposed nutrition sub.#ommittees of the istri#t e%elopment Committees =C>& In
other distri#ts$ %arious 2GOs #arry out nutrition a#ti%ities&
Kenyas main food #rops are mai@e$ !heat$ pulses$ roots and tubers& =+O> The normal
lean season is in une and uly& Se%ere drou(ht in 8;;;. In 8;;:$ Kenya imported 8
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)!P 'er ca'ita at PPP
)!P annua/ r(t rate
&e/( internati(na/ '(:ert /ine
B1+0a
iterac
emales
,ales
)r(ss 'ri2ar sc((/ enr(//2ent (f
ae r(u'
emales
,ales
)r(ss sec(n0arsc((/ enr(//2ent (f
ae r(u'
emales
,ales
)(:ern2ent ?u0et s'ent (n
1du#ation
5ealth
So#ial Ser%i#es Total
IR 0eats 'er 1D,,, /i:e ?irts
Un0erfi:e (rta/it Rate 'er 1D,,,
eas/es i22uniati(n 1ear(/0s
;D6
:&8*
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R 0eats 'er 1,,D,,, /i:e ?irts
TFR ci/0ren 'er (2an
'renant (2enrecei:inA!C fr(2
0(ct(r (r (ter traine0 (r-er
?irts atten0e0 ? 0(ct(r (r traine0
nurse (r 2i0ife
?irts atten0e0 ? ?irt atten0ant
Pre:a/ence (f a0u/ts /i:in it AI"S
P('u/ati(n it access t( i2'r(:e0
sanitati(n
6;: =8;;:.8;;7>
9&6
DD
6:&6
86
89&;6*
;E
P('u/ati(n it access i2'r(:e0 ater 7D
E@'en0iture (n ea/t (f t(ta/ fr(2 Pu?/ic S(urces
EH&8
;eit+Ae G % sc(re
Grams meat a%ailable =(/person/day>
8;6;
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Grams fish and seafood a%ailable
=(/person/day>
TOURIS OF I!"IA
7&<
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medi#al$ business$ edu#ational and sports tourism&
+sian #ountry may be a (iant #ountry and has ni#e potential for (ro!th in business
enterprise& The e#onomi# pro#ess !ill be in#reased !ith the (ro!th in business
enterprise& +s !ell as this trade (uarantees sensible infrastru#ture de%elopment and
hi(h employment&
'e tend to li%e in #ountry that additionally #ommands +tithi e%o Bha%&
Aeople from a#ross the planet #urrently #ome ba#" to +sian #ountry for !ritin($ yo(a
and mediT+Kion in Rishi"esh$ -ttaran#hal thats pra#ti#ed sin#e #enturies& In truth +sian
#ountry has ?ui#" emer(ed as a health business enterprise destination o!in( to these&
Sin#e past$ +sian #ountry has been (lorious for its spirituality and yo(a toleran#e and its
se#ular #hara#ter& +sian #ountry is termed the M3o(a.BhoomiM and therefore the entree
to the hea%ens&
+sian #ountry is internationally noted for its an#ient healin( pra#ti#es and different
therapies& or o%er thousands of years #urrently$ !e%e (ot follo!ed our o!n nati%e
healin( systems and mediT+Ki%e pra#ti#es li"e !ritin($ treatment$ and Aani# 5ealin( to#all simply some& its no surprise then that indi%iduals from e%ery!here the planet
s?uare measure turnin( to the Indian sub #ontinent for steerin( to!ards a lot of
spiritually satisfyin( approa#h of life&
,ajority of forei(n tourists %isitin( Rishi"esh belie%e that spiritual pla#es pro%ides a
pea#e of mind and that they feel spiritually happy& Thats !hy they li"e to #reate their
%isits to spiritual pla#es instead of darin($ histori#al or e)oti# sites&
Kenyas e#onomi# pro#ess has #reated opportunities for -&S& firms durin( a %ariety of
infrastru#ture se#tors$ to(ether !ith po!er$ tele#ommuni#ations$ and rene!able ener(y&
Kenyan #ustomers s?uare measure ma"in( opportunities for brand span"in( ne! sales
1
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of -&S& medi#al mer#handise$ #osmeti#s$ se#urity instrumenT+Kion$ food supplements
and a#ademi# ser%i#es& Kin(dom of Kenya additionally #ontinues to seem for -&S&
suppliers of automoti%e a##essories$ defense instrumenT+Kion$ broad#ast
instrumenT+Kion$ food pro#ess and pa#"a(in( instrumenT+Kion$ and en%ironmental
te#hnolo(y&
Tourism may be a boomin( trade in +sian #ountry& 'ith the amount of domesti# and
international tourists risin( on#e a year$ this is often one hot se#tor entrepreneurs
should spe#iali@e in& +sian #ountry !ith its %arious #ulture and !ealthy herita(e in#ludes
a heap to supply to forei(n tourists& Bea#hes$ hill sT+Kions$ herita(e sites$ life and rural
life$ +sian #ountry has e%erythin( tourists s?uare measure lon(in( for&
But this se#tor isnt !ell union& +sian #ountry la#"s trained professionals !ithin the
business enterprise and !el#ome se#tors& +ny business durin( this se#tor #an thri%e
!ithin the lon(.standin( time be#ause the demand injures to (ro! on#e a year& orei(n
tra%eler arri%als throu(hout anuary.,ar#h !ere fifteen&E9hundred thousand !ith a rate
of t!el%e&7 per#ent$ #ompared to thirteen&7E hundred thousand throu(hout the primary
9 months last year&
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T(uris2 (f
In0ia
E@ecuti:e Su22ar Part %
'TTC has named India as one of the fastest.(ro!in( tourist destinations in the !orld
for the ne)t 8:.86 years& rom 88 million tra%elers in
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T(uris2 in $ena
Kenya offers many %aried attra#tions& These in#lude di%in( sites$ sandy bea#hes$
hundreds of tropi#al islands$ ni(ht.life$ ar#haeolo(i#al sites$ museums$ hill tribes$
e)#eptional flora and bird life$ pala#es$ a lar(e number of Buddhist temples and
se%eral 'orld 5erita(e sites& ,any tourists follo! #ourses durin( their stay in Kenya&
Aopular are #lasses in Kenyan #oo"in($ Buddhism and traditional Kenyan massa(e&
or years$ Kenya has been ran"ed amon( the top tourist destinations of the !orld$
!ith about 6:* of tourists #omin( from 1ast +sia$ follo!ed by 1urope and +meri#a&
,ost forei(n tourists #hoose to tour Ban("o"$ follo!ed by the South and the #entral
re(ion$ !hile Kenyan tourists prefer tourin( the #entral re(ion$ follo!ed by the
2ortheast&
8& 1#otourism
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Intr(0ucti(n (f #atra.c(2 P:t. t0.
3atraom is Indias leadin( online tra%el #ompany& Aositioned as a brand Creatin(
5appy Tra%ellers$ it pro%ides information$ pri#in($ a%ailability$ and boo"in( fa#ility
for domesti# and international air tra%el$ rail!ay reser%ation$ hotel boo"in(s$ holiday
pa#"a(es$ buses$ and #ar rentals& 'e offer a host of tra%el ser%i#es desi(ned to ma"e
business and leisure tra%el easier&
3atra is a one stop shop for all tra%el related ser%i#es&
International L domesti# air ti#"et boo"in($ hotel reser%ations and #ar rentals
Jisa and Aassport fa#iliT+Kion$ RRO and orei(n e)#han(e ser%i#es
+ leadin( #onsolidator of tra%el produ#ts$ 3atraom pro%ides reser%ation fa#ility
for more than 6$::: hotels a#ross 99E #ities in India and o%er ;:$::: hotels
around the !orld&
Throu(h #ontinued e)#ellen#e in pro%idin( tra%el solutions$ responses to boo"in(
tra%el online throu(h 3atraom ha%e also rea#hed ne! hei(hts !ith the
#ompany doin(
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;ea-ness
-nable to attra#t #ustomers !ho are not internet sa%%y&
Relu#tan#e in #ustomers to a%ail boo"in(s throu(h online payments
#ompetiti%e mar"et
O''(rtunit
Customers #urrently usin( traditional methods of boo"in(s
Offer better tra%el pa#"a(es in line !ith #ustomer e)pe#T+Kion&
-ntapped se#tions of international tourism mar"et
Gro!in( (lobal mar"ets&
Treats
Aossible la#" of #o.ordination !ith tourism entities
Aresent #ompetitors ha%in( substantial mar"et share
2e!ly emer(in( online boo"in( portals !ith better offerin(s
in#reasin( #osts
Intr(0ucti(n (f SA!$ARA
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to the heart of the ri#h #ulture and history of Kenya by surroundin( them in the
atmosphere of a traditional Kenyan %illa(e& 'e hi(hli(hted the e)perien#e !ith
intera#ti%e immersions in the #ulture of the destination$ throu(h #oo"in( #ourses$ fruit
#ar%in( demonstrations$ a !ee"ly floatin( mar"et and e%en instru#tion in the traditional
martial art of ,uay Kenyan&
Inspired by this su##ess and the positi%e feedba#" re#ei%ed from their (uests !orld!ide$
San"ara is proud to be brin(in( our uni?ue brand of laid.ba#" lu)ury$ intuiti%e ser%i#e
and sense of dis#o%ery to more breathta"in( destinations a#ross +sia&
S.;.O.T. A!A#SISOF SA!$ARA
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to be#ome an international brand alon( !ith a hu(e sum of forei(n re%enue&
Treats
International hotel #hains enterin( in Kenya mar"et
1#onomy flu#tuations affe#t tourism
omesti# #ompetition
ar-et O''(rtunities in $ena
+##ordin( to the Tourism +uthority of Kenya$ 66* of the tourists in
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Ca//enes =Ris- Ass(ciate0 it te C(2'an
8& ,ana(ement #oordination #osts
9
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Res(urces re>uire0 t( ta'te &usiness O''(rtunitin$ena
Ris" ,ana(ement
1ffi#ient Internal Control Systems
5uman Resour#es and Industrial Relations Ahysi#al Resour#es
1motional Resour#es
Strate(y
Alannin(
inan#e
5ospitality ,indset
Fin0ins =Resu/ts
India is ha%in( liberal poli#y for tourism so it is a (reat opportunity of the #ompany
for in%est or e)pand their ser%i#es in more #ountry&
The (o%ernments in%estment in tourism su#h as hi(h!ays$ hotels and tourism @one
in Kenya$ eastern and !estern seaside !ill mean that the future of Kenya tourism is
bri(ht&
So#ial net!or"in( L mobile internet are in in#reasin( trends in o%erall !orld&
In Kenya the internet is already a for#e to be re#o(ni@ed in terms of tourism
mar"etin(&
If !e #ompare the internet mar"etin( in tourism of both india and Kenya then !e
find that india is ha%in( lar(est online mar"et as #ompare to Kenya&
CO!CUSIO!
There is hu(e demand and tremendous potential for leisure tourism se(ment in the
Kenya destination$ proper strate(y implemenT+Kion plan is need for business plan&
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T(uris2 O:er:ieinIn0ia
The laun#h of In#redible India #ampai(n in the last de#ade resulted in a %isible spurt in
the flo! of forei(n tourists into India and earnin(s there from =see Charts for T+s and
11 belo!>$ !hi#h (re! at double di(it rates until the onset of the finan#ial #risis in
predi#ted that T+s !ill #ross 88 million by
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ebruary
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tourists& This is refle#ted in the spurt in (lobal tourist inflo!s sin#e
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urin( the period anuary.ebruary
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T(uris2 Pr(0uct (fIn0ia
The reason !hy India has been doin( !ell in all types of tourism in India is that India has
al!ays been "no!n for its hospitality$ uni?ueness$ and #harm N attributes that ha%e
been attra#tin( forei(n tra%elers to India in hordes& The Indian (o%ernment$ in order to
boost tourism of %arious "inds in India$ has set up the ,inistry of Tourism and Culture&
This ministry re#ently laun#hed a #ampai(n #alled In#redible IndiaP in order to
en#oura(e different types of tourism in India&
The di%ersity that India is famous for$ ensures that there is somethin( to do for all
tourists in India$ no matter !hat their interests&
A0:enture t(uris2
+s a "ind of tourism in India$ ad%enture tourism has re#ently (ro!n in India& This in%ol%es
e)ploration of remote areas and e)oti# lo#ales and en(a(in( in %arious a#ti%ities& or
ad%enture tourism in India$ tourists prefer to (o for tre""in( to pla#es li"e 4ada"h$
Si""im$ and 5imalaya& 5ima#hal Aradesh and ammu and Kashmir are popular for the
s"iin( fa#ilities they offer& 'hite!ater raftin( is also #at#hin( on in India and tourists
flo#" to pla#es su#h as -ttran#hal$ +ssam$ and +runa#hal Aradesh for this adrenalin.
pa#"ed a#ti%ity&
;i/0/ifet(uris2
India has a ri#h forest #o%er !hi#h has some beautiful and e)oti# spe#ies of !ildlife N
some of !hi#h that are e%en endan(ered and %ery rare& This has boosted !ildlife
tourism in India& The pla#es !here a forei(n tourist #an (o for !ildlife tourism in India
are the Saris"a 'ildlife San#tuary$ Keoladeo Ghana 2ational Aar"$ and Corbett 2ational
Aar"&
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e0ica/ t(uris2
Tourists from all o%er the !orld ha%e been thron(in( India to a%ail themsel%es of #ost.
effe#ti%e but superior ?uality health#are in terms of sur(i#al pro#edures and (eneral
medi#al attention& There are se%eral medi#al institutes in the #ountry that #ater to
forei(n patients and impart top.?uality health#are at a fra#tion of !hat it !ould ha%e
#ost in de%eloped nations su#h as -S+ and -K& It is e)pe#ted that medi#al tourism in
India !ill hold a %alue around -S < billion by
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tourism in India$ pil(rima(e tourism is in#reasin( most rapidly& The %arious pla#es for
tourists to %isit in India for pil(rima(e are Jaishno e%i$ Golden temple$ Char ham$ and
,athura Jrinda%an&
Ec(t(uris2
+mon( the types of tourism in India$ e#otourism ha%e (ro!n re#ently& 1#otourism entails
the sustainable preser%ation of a naturally endo!ed area or re(ion& This is be#omin(
more and more si(nifi#ant for the e#olo(i#al de%elopment of all re(ions that ha%e tourist
%alue& or e#otourism in India$ tourists #an (o to pla#es su#h as Ka@iran(a 2ational Aar"$
Gir 2ational Aar"$ and Kanha 2ational Aar"&
Cu/tura/t(uris2
India is "no!n for its ri#h #ultural herita(e and an element of mysti#ism$ !hi#h is !hy
tourists #ome to India to e)perien#e it for themsel%es& The %arious fairs and festi%als that
tourists #an %isit in India are the Aush"ar fair$ Taj ,ahotsa%$ and Suraj Kund mela&
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)(/f T(uris2
India has se%eral (olf #ourses of international standards& urther$ (olf e%ents held in
India also attra#t domesti# and international tourists& 'ith international tourists
e)pe#ted to (ro! in the ne)t fe! years$ it is important that India has the ri(ht produ#t to
meet the need of the %isitors&
P(/( T(uris2
India has ri#h histori#al ties !ith many of the sportin( traditions in#ludin( Aolo& The
(ame of Aolo ori(inated in India is one of the fe! #ountries in the !orld !here this (ame
is still preser%ed and pra#ti#ed& The Kol"ata Aolo Club is the oldest Aolo #lub in the !orld
and is 86: year old& Therefore Aolo #an ri(htly be termed as M5erita(e SportsM of India&
Rura/ T(uris2
The de%elopment of infrastru#ture in rural areas ha%in( potential for tourism is bein(
supported under the e)istin( s#heme of destination de%elopment& The obje#ti%e is to
sho!#ase rural life$ art$ #ulture and herita(e at rural lo#ations and in %illa(es$ !hi#h ha%e
#ore #ompeten#e in art L #raft$ handloom$ and te)tiles as also an asset base in the
natural en%ironment& The intention is to benefit the lo#al #ommunity e#onomi#ally and
so#ially as !ell as enable intera#tion bet!een tourists and lo#al population for a
mutually enri#hin( e)perien#e&
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Cruise T(uris2
Cruise Shippin( is one of the most dynami# and fastest (ro!in( #omponents of the leisure
industry !orld!ide& It is fast emer(in( as a ne! mar"etable produ#t& India !ith its %ast and
beautiful #oastline$ %ir(in forests and undisturbed idylli# islands$ ri#h histori#al and #ultural
herita(e$ #an be a fabulous tourist destination for #ruise tourists& 'ith the Indian e#onomy
de%elopin( at a steady pa#e$ middle #lass (ro!in( in number and in#reasin(ly possessin(
disposal in#omes !hi#h #ould be spent on leisure a#ti%ities$ Indians #ould also ta"e on #ruise
shippin( in a bi( !ay&
!e Accessi?/e T(uris2
Aeople !ith different abilities and older persons are no! be#omin( a (ro!in( (roup of
#onsumers of tra%el$ sports and other leisure.oriented produ#ts and ser%i#es& In an effort to
tap the potential of this (roup for promotion of tourist destinations in the #ountry$ the
,inistry of Tourism has ta"en an initiati%e to ma"e tourist destinations barrier.free&
Guidelines ha%e been issued for ma"in( the tourist.fa#ilities !hi#h are bein( #reated !ith
#entral finan#ial assistan#e$ barrier.free&
Sect(rOut/((-'TTC has named India as one of the fastest.(ro!in( tourist destinations
in the !orld for the ne)t 8:.86 years& rom 88 million tra%elers in
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$enas T(uris2 In0ustr
TOURIS I!"USTR#(f $ena
SAFARI
Kenyas e#onomi# freedom s#ore is 6D&6$ ma"in( its e#onomy the 8:9rd freest in the
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-nited Kin(dom$ the 2etherlands$ Bel(ium and South +fri#a are the main in%estor
#ountries&
T(uris2 'r(0uct (f $ena
Ec(t(uris2
Kenya abounds in pristine natural attra#tions$ in a surprisin( di%ersity of forms$
embra#in( forests$ mountains$ !aterfalls$ ri%ers$ and seas#apes$ as !ell as islands lar(e
and small$ all of !hi#h suit ad%enture tourism a#ti%ities su#h as ro#" #limbin($ ridin( the
rapids$ and di%in(& They #an also a##ommodate e#olo(i#al tourism$ from tre""in( to bird
!at#hin($ and they #an learn about the !ays of life shared by humans and animals at
%arious elephant #enters& +(ri#ultural tourism$ another industry on the rise$ in#lude su#h
a#ti%ities as %isits to or#hards$ tea planT+Kions$ and %ineyards&
C(nser:ati(n t(uris2
Conser%ation tourism is a (ro!in( trend$ be#ause of the (lobal !armin( phenomenon&
+nd the uni?ueness of Kenyas natural and #ultural resour#es helps ma"e both %isitors
and hosts "eenly a!are of the need to #onser%e and preser%e the !orld they are passin(
on& or this type of tourism$ %isitors tour natural and #ultural sites !ith a sense of
responsibilityF their obje#ti%es are to learn about and enjoy the destinations$ as !ell as
#reate opportunities for residents and the Kenyan e#onomy$ so that resour#es of the
#ountry are used sustainably&
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be felt$ or the ar#heolo(i#al sites of Ban Chian( and the inosaur ,useum$ !hi#h ta"e
%isitors ba#" to an#ient times&
Cu/tura/t(uris2
Tourists find mu#h of interest in Kenyan art and #ulture& Therefore$ numerous attra#tions
in Kenya (i%e tourists the opportunities to learn about Kenyan #ulture$ in#ludin( the
lifestyle of residents or ethni# hill tribes by leadin( the same !ay of life$ pra#ti#in( #rafts
or a(ri#ulture throu(h the home.stay a##ommodations$ or e%en learnin( muayKenyan
bo)in( and Kenyan #oo"ery& ,any tourists spend days tourin( Buddhist temples andmuseums to see the important !or"s of art on %ie!&
Rest an0re/a@ati(n t(uris2
'hether rela)in( in nature$ or restin( to enjoy the #on%enien#e of the a##ommodations$
tourists may simply ta"e a lon($ tran?uil sojourn in Kenya$ !ith di%erse beautiful
lands#apes perfe#t for pea#eful rela)ation$ !hether restin( in isolation to enjoy nature
by the sea$ on an island$ up on the mountain$ or enjoyin( fi%e.star ser%i#es at hotels and
resorts all o%er the #ountry&
Recreati(na/ t(uris2
The uni?ue art and #ulture of Kenya ha%e been #ombined !ith the ne! ad%an#es of the
modern !orld& Thus$ all "inds of #on%enien#es and fun.filled a#ti%ities are ready to
!el#ome tourists$ !ho$ apart from enjoyin( pea#eful rests$ #an also un!ind !ith e%ery
"ind of a#ti%ity a%ailable in Kenya$ !hether they find themsel%es at (olf #ourses$ @oos$
amusement par"s$ or ni(ht entertainment pla#es
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S(''int(urs
Kenya offers an unbelie%able ran(e of mer#handise for tourists !ho !ant to shop to
their hearts deli(ht& There are !orld.famous brand.name produ#ts side by side !ith
Kenyan produ#ts$ Kenyan brands$ forei(n brands$ and lo#al fol" produ#ts$ all made
a%ailable at leadin( #ompartment stores$ alon( !al"in( streets$ !ee"end mar"ets$ or at
many %illa(es and to!ns$ not only in Ban("o"& Tourists #an enjoy shoppin( in all major
pro%in#es in Kenya$ all #omplete !ith forei(n and Kenyan (oods for their shoppin(
enjoyment&
T(urst(nei?(rinc(untries
Situated at the heart of Southeast +sia$ and ser%ed by e)#ellent #ommuni#ation systems$
on land$ !ater.borne$ and air.borne$ Kenya has an ed(e as a tra%el #enter for tourists$
!ho #an #hoose to tra%el in Kenya and ma"e a trip o%er to nei(hborin( #ountries$
in#ludin( the 4ao AR$ Cambodia$ ,alaysia$ ,yanmar$ or e%en J ietnam and China&
Festi:a/s an0E:ents
Kenya abounds in traditions and festi%als$ either as Kenyas o!n festi%als or international
festi%als mar"ed around the !orld$ #elebrated in su##ession throu(hout the year& The
e%ent that may refle#t Kenyanness the most is Son("ran or the traditional Kenyan 2e!
3ear$ !hi#h falls on 89 +pril ea#h year& Kenyans uphold their tradition of sprin"lin( !ater
as feli#iT+Kions for their elders$ merit.ma"in($ and alms.(i%in($ and the !ater.splashin(
has made the festi%al famous around the !orld& The other uni?uely Kenyan #elebration
is the 4oy Krathon( esti%al$ on the full moon ni(ht of the 8uisiti(n
3atraom has made three a#?uisitions till no!Qti#"et #onsolidator Tra%el Ser%i#es
International =TSI> in O#tober pro%ider
,a(i#Rooms&in$ and Indian e%ents and entertainment portal Bu@@InTo!nomQall for
undis#losed amounts& In une
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Ser:ices (ffere0& #atra.c(2
3atra is a one stop shop for all tra%el related ser%i#es&
International L domesti# air ti#"et boo"in($ hotel reser%ations and #ar rentals
Jisa and Aassport fa#iliT+Kion$ RRO and orei(n e)#han(e ser%i#es
+ leadin( #onsolidator of tra%el produ#ts$ 3atraom pro%ides reser%ation fa#ility
for more than 6$::: hotels a#ross 99E #ities in India and o%er ;:$::: hotels
around the !orld&
Throu(h #ontinued e)#ellen#e in pro%idin( tra%el solutions$ responses to boo"in(
tra%el online throu(h 3atraom ha%e also rea#hed ne! hei(hts !ith the
#ompany doin(
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Ser%i#e 4e%el a(reements and #ontra#tin(
Tra%el des" implemenT+Kion ser%i#es
3atras o!n Online Corporate Boo"in( Tool
3atra ,iles =re!ard points> on e%ery domesti# airline boo"in( that #ould be
redeemed for dis#ounts
Jisa and Aassport fa#iliT+Kion$ RRO and orei(n e)#han(e ser%i#es
edi#ated #ustomer #are ser%i#e L #orporate relationship mana(ement
Charters$ meet$ and (reet ser%i#es at airports =
Off shore ti#"etin(
uarterly re%ie! meets/Ser%i#e Camps/eedba#"
Cruise/5oliday/4eisure/+#ti%ities L 1%ents&
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Strents
S.;.O.T. Ana/sis (f #atra.c(2
Aartnerships !ith reputed and reno!ned #ompanies
Aresen#e in the international business s#enario
Se#ure and trusted #hannel for fa#iliT+Kin( payments
Aro%ides ma)imum options in bud(et hotels$ tar(etin( middle #lass
3atra has the (ood produ#ts su#h as fli(hts$ #ruises$ hotels suites et# and !ell
%ersed and #ompetiti%e partners !hi#h has (rabbed the major mar"et of the
tra%el industry&
Corporate tour is (reat opportunity for 3atraom
Aro%ides reser%ation fa#ility for more than 9$7:: hotels a#ross 9:: #ities in India
and o%er ;:$::: hotels around the !orld
hi(h (ro!th rate
s"illed !or"for#e
Salman Khan as Brand 1ndorser/ +mbassador
;ea-ness
-nable to attra#t #ustomers !ho are not internet sa%%y&
Relu#tan#e in #ustomers to a%ail boo"in(s throu(h online payments
-n"no!n
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IT is not fo#usin( on rural areas and Indian rail!ay net!or"&
4a#" of #orporate offi#es L small #ity offi#es a#ross the nation &
hi(h loan rates are possible
in%estments in resear#h and de%elopment
ta) stru#ture
#ompetiti%e mar"et
O''(rtunit
Customers #urrently usin( traditional methods of boo"in(s
Offer better tra%el pa#"a(es in line !ith #ustomer e)pe#T+Kion&
-ntapped se#tions of international tourism mar"et
(ro!th rates and profitability
in#ome le%el is at a #onstant in#rease
(ro!in( demand
(lobal mar"ets
Treats
Aossible la#" of #o.ordination !ith tourism entities
Aresent #ompetitors ha%in( substantial mar"et share
2e!ly emer(in( online boo"in( portals !ith better offerin(s
(lobal e#onomy
(ro!in( #ompetition and lo!er profitability
in#reasin( #osts
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(o%ernment re(ulations
ta) #han(es
finan#ial #apa#ity
in#rease in labor #osts
5,
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Intr(0ucti(n (f San-araD
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Strent
S.;.O.T. A!A#SIS OF SA!$ARA
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Openin( up some hotels in the international mar"et !ould (i%e it an opportunity
to be#ome an international brand alon( !ith a hu(e sum of forei(n re%enue&
Treats
International hotel #hains enterin( in Kenya mar"et&
1#onomy flu#tuations affe#t tourism&
omesti# #ompetition&
ar-et O''(rtunities in $ena
Tourism is a major e#onomi# fa#tor in the Kin(dom of Kenya$ #ontributin( an estimated
E&D* to Kenyas GA in
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4ondon$ -nited Kin(dom =-K> and Aaris$ ran#e !ere se#ond and third respe#ti%ely&
+##ordin( to the Tourism +uthority of Kenya$ 66* of the tourists in
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tourists& Runjuan Ton(rut$ the T+Ks dire#tor for 2orth and 1ast India$ Ban(ladesh$
Bhutan and 2epal$ says more than half of Indias population is less than
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Te a:erae t(urist stas 1, 0as in $ena.
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+s it #an be seen that the lots of tourism is #omin( in are from the 1ast +sian #ountries L
India&
So$ 3atraom ha%e (ood business opportunities to attra#t Indian tourist !ho
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!ants to tra%el in Kenya$ Be#ause India is leadin( #ountry !ho %isited Kenya&
So$ 3atra&Com ha%e a opportunities to tie up !ith any 5otel L resort #ompany
be#ause as from the abo%e #hart !e #an analy@e that most of the Tra%ellers !ho
%isist Kenya spend their money mostly into a##ommodation L food&
So in%estin( into Kenya ood L +##omodation is not a 'ron( eal&
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(0es(fEntrt(Internati(na/ ar-et
1. Strateic A//iances
+ strateic a//iance is an a(reement bet!een t!o or more parties to pursue a set of
a(reed upon obje#ti%es needed !hile remainin( independent or(ani@ations& This form of
#ooperation lies bet!een ,er(ers L +#?uisition ,L+ and or(ani# (ro!th&
Aartners may pro%ide the strate(i# allian#e !ith resour#es su#h as produ#ts$ distribution
#hannels$ manufa#turin( #apability$ proje#t fundin($ #apital e?uipment$ "no!led(e$
e)pertise$ or intelle#tual property& The allian#e is a #ooperation or #ollaboration !hi#h
aims for a syner(y !here ea#h partner hopes that the benefits from the allian#e !ill be
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(reater than those from indi%idual efforts& The allian#e often in%ol%es te#hnolo(y
transfer =a##ess to "no!led(e and e)pertise>$ e#onomi# spe#iali@ation$ shared e)penses
and shared ris"&
+n arran(ement bet!een t!o #ompanies that ha%e de#ided to share resour#es to
underta"e a spe#ifi#$ mutually benefi#ial proje#t& + strate(i# allian#e is less in%ol%ed and
less permanent than a joint %enture$ in !hi#h t!o #ompanies typi#ally pool resour#es to
#reate a separate business entity& In a strate(i# allian#e$ ea#h #ompany maintains its
autonomy !hile (ainin( a ne! opportunity& + strate(i# allian#e #ould help a #ompany
de%elop a more effe#ti%e pro#ess$ e)pand into a ne! mar"et or de%elop an ad%anta(e
o%er a #ompetitor$ amon( other possibilities&
A0:antaes
The ad%anta(es of formin( a strate(i# allian#e in#lude0
+llo!in( ea#h partner to #on#entrate on their #ompetiti%e ad%anta(e&
4earnin( from partners and de%elopin( #ompeten#ies that may be more !idely
e)ploited else!here&
+de?uate suitability of the resour#es and #ompeten#ies of an or(ani@ation for it to
sur%i%e&
To redu#e politi#al ris" !hile enterin( into a ne! mar"et&
Staes (fA//iance F(r2ati(n
+ typi#al strate(i# allian#e formation pro#ess in%ol%es these steps0
Strate "e:e/('2ent0 Strate(y de%elopment in%ol%es studyin( the allian#es
feasibility$ obje#ti%es and rationale$ fo#usin( on the major issues and #hallen(es and
de%elopment of resour#e strate(ies for produ#tion$ te#hnolo(y$ and people& It
re?uires ali(nin( allian#e obje#ti%es !ith the o%erall #orporate strate(y&
Partner Assess2ent0 Aartner assessment in%ol%es analy@in( a potential partners
stren(ths and !ea"nesses$ #reatin( strate(ies for a##ommodatin( all partners
6,
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mana(ement styles$ preparin( appropriate partner sele#tion #riteria$ understandin( a
partners moti%es for joinin( the allian#e and addressin( resour#e #apability (aps that
may e)ist for a partner&
C(ntract !e(tiati(n0 Contra#t ne(otiations in%ol%es determinin( !hether all parties
ha%e realisti# obje#ti%es$ formin( hi(h #alibre ne(otiatin( teams$ definin( ea#h
partners #ontributions and re!ards as !ell as prote#t any proprietary information$
addressin( termination #lauses$ penalties for poor performan#e$ and hi(hli(htin( the
de(ree to !hi#h arbitration pro#edures are #learly sT+Ked and understood&
A//iance O'erati(n0 +llian#e operations in%ol%es addressin( senior mana(ements
#ommitment$ findin( the #alibre of resour#es de%oted to the allian#e$ lin"in( of
bud(ets and resour#es !ith strate(i# priorities$ measurin( and re!ardin( allian#e
performan#e$ and assessin( the performan#e and results of the allian#e&
A//iance Ter2inati(n0 +llian#e termination in%ol%es !indin( do!n the allian#e$ for
instan#e !hen its obje#ti%es ha%e been met or #annot be met$ or !hen a partner
adjusts priorities or re.allo#ates resour#es else!here&
+s per the Business operation of of both the #ompany$ its Good de#ision to enter into
forei(n mar"et !ith Strate(i# allian#es&
Strate(i# allian#e ha%e more ad%anta(es than other mode of entry L its also benefi#ial
for both the #ompany&
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P(/ic = !(r2s f(r In0ians t( Tra:e/ $ena
Kenya and Cambodia are a(reed to implement a sin(le %isa s#heme$ "no!n as
ACECS Sin/e Hisa$ !hi#h allo!s tourists to %isit both the #ountries on a sin(le%isa from e#
Fee
I2R
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prepare your do#uments as a##urately as possible&
It is mandatory to submit #he#"list alon( !ith all %isa appli#ation forms and supportin(
do#uments at the time of submission&
"(cu2ents Re>uire0F(rA''/icati(nsu?2itte0inTeR(a/$enanE2?assD !e
"e/i.
The appli#ants must submit the follo!in( rele%ant do#uments$ dependin( on the
purpose of their %isit0
1. Aassport or tra%el do#ument !ith %alidity not less than E months !ith T'O
OAAOSIT1 B4+2K A+G1S
a(ainst !hite ba#"(round&
H& 1%iden#e of TransporT+Kion =+ny of belo!>
#onfirmed ti#"ets in and out of Kenya
6& 1%iden#e of ade?uate finan#e =+ny of belo!>
Ori(inal re#eipt of endorsement of D::/person or
Ori(inal Ban" ST+Kement from last month !ith minimum balan#e e?ually as
D::/person !ith ban" stamp and si(nature orCredit Card issued by a ban" or finan#ial institution alon( #redit #ard sT+Kement
from last month&
E& Aroof of hotel/a##ommodation reser%ation in Kenya
D& Reser%ed under appli#ants name #o%erin( total number of days !ished to say in
Kenya
7& If intend to stay !ith relati%es or friends must pro%ide in%iT+Kion letter alon( !ith
their I/passport photo#opy& In #ase they are not Kenyan$ must pro%ide their
!or"in( re#ords in Kenya$ e&(& !or" permit$ letter from #ompany they are !or"in(
!ith %alid at least si) months;& international 5ealth Certifi#ate on 3ello! e%er Ja##ination for appli#ants tra%elin(
from H6 #ountries
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. P(t( S'ecificati(n
!(.(fP(t(s SieTransitHisa
9&6 ) H&6 #m
T(uristHisa
9&6 ) H&6 #m
!(nI22irant
Hisa
9&6 ) H&6 #m
T!o re#ent =not older than 9 months> #olor photo(raphs ta"en a(ainst a !hite =#lothes
#olor should be different from ba#"(round> so that your features are #learly
distin(uishable&
+ person !ho al!ays !ears !hite for reli(ious purpose$ the photo(raphs #an be ta"en
a(ainst a li(ht blue ba#"(round&
The photo(raphs should be #lear and of (ood ?uality$ and should be printed on normal
photo(raphi# paper& Alease note that !e !ill be unable to a##ept photo(raphs that do
not meet these spe#ifi#ations&
3our full fa#e should be %isible& The photo(raph should be ta"en !ithout sun(lasses and
!ithout a hat or any other head #o%erin($ unless you !ear su#h an item be#ause of your
reli(ious beliefs or ethni# ba#"(round&
3. HISA 'r(cessinti2e
1. "e/i
Indian residents and forei(n nationals applyin( for Transit$ Tourist and 2on.
Immi(rant Jisas #an submit their appli#ations at the JS Kenya J isa +ppli#ation
Centre (eo(raphi#ally #on%enient to them
$enaHisaA''/icati(nCentre
811D U)FDT(/st(
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Ca//enes =Ris- Ass(ciate0 it te C(2'an
There are many (lobal strate(y problem fa#ed by 3atraom&
1. anae2ent c((r0inati(n c(sts
In pra#ti#e$ mana(ers and !or"ers of India L Kenya often need to be #onsulted$
issues need to be e)plored and dis#ussed$ and lo#al %ariations in ta) and le(al issues
need to be addressed& This means that senior mana(ers operatin( a (lobal strate(y
need to spend time %isitin( #ountries& It #annot all be done on the telephone and
!orld!ide !eb& This ta"es a tremendous toll of people personally&
. P(tentia/c(nf/icts ?eteen:ari(us?usiness functi(ns
3atraom and San"ara Both ha%e (ood position in their business fun#tion& But in
strate(i# allian#es it is ne#essary to understand the fun#tion of both the #ompany$ if
any one of the #ompany fails to understand the business fun#tion than it leads to
potential #onfli#t bet!een both the parties&
3. ac- (f tecn(/(ica/ e>ui'2ent f(r 2(nit(rin cust(2er acti:ities after teca2'ain
5ere both the #ompany re?uires buildin( su#h a me#hanism that !ould help both
the firm to a#hie%e abo%e a%era(e return& In tourism business its ne#essary to
e%aluate results of promotional and mar"etin( #ampai(n done for enhan#in(
#ustomer a!areness and loyalty to!ards the brand& But if #ompany fails to e%aluate
results of the #ampai(n than entire in%estment be#omes !orthless for the firm&
4. ac- (finterna/ 2ar-etinstrateica//s-i//s
3atraom L San"ara Both the firms set ben#hmar" in their operation& But to
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in#rease the tourism L #ustomer loyalty to!ards his brand is #hallen(in( tas" for
both the firms$ be#ause both the firm re?uires lots of resour#es L mar"etin( Strate(y
to +ttra#t Customer to!ards Company&
5. Safet =Securit
Credit #ard fraud is the most #ommon type of #rime affe#tin( %isitors& -se #ash
!here%er possible and only use +T,s atta#hed to ban"s or major hotels& ont lose
si(ht of your #redit #ard if you use it& Some tra%elers e)perien#e problems usin( their
#ards on arri%al in Kenya !hen their ban"s automated fraud prote#tion system
blo#"s transa#tions& It may be possible to a%oid this by informin( your ban" in
ad%an#e of your intended tra%el arran(ements& There are plenty of money.#han(ers
in tourist areas if you !ant to #han(e #ash&
6. Inf/ati(n
Kenyas headline inflation is fore#ast to rise to 9NH per #ent in #omin( year& Inflation
pressures are in#reased by the hi(h pri#e of #rude oil$ in parti#ular$ but the problem
is (lobal&
The rise in the pri#e of #rude oil is in#reasin( the #osts of air transportation$ !hi#h in
turn is #ausin( pressure to raise the pri#e of air ti#"ets& On the other hand$ fuel #osts
in airlines are only a part of total #osts$ althou(h one of the bi((est items of
e)penditure& ,oreo%er$ air#raft ener(y.effi#ien#y is impro%in(0 for e)ample$ the ne!
air#raft en(ines #onsume in#reasin(ly less fuel and emit fe!er pollutants& The bi((est
#osts in#urred by households are housin($ transport and food& The rise in the (lobal
mar"et pri#es of #rude oil and foodstuffs are raisin( the #osts of these items$ hen#ethere may be less disposable in#ome for tra%el abroad&
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7. En:ir(n2enta/Issues
1n%ironmental issues ha%e arisen and intensified as air. pollution le%els ha%e be#ome
so bad that people !al" the streets of Ban("o" !ith hand"er#hiefs a#ross their fa#es&
+dded to this are the traffi# jams of #ars and buses$ !hi#h add si(nifi#antly to air and
noise pollution in 2airobi and$ in#reasin(ly$ in other de%eloped urban areas su#h as
,ombasa& 1n%ironmental issues ha%e #reated ne(ati%e results !ithin the Kenyan
tourism industry&
Cleanin( bea#hes and tourism destinations =su#h as 'orld 5erita(e site at
+yutthaya> !ill help relie%e en%ironmental #on#erns and impro%in( the ?uality of
sea!ater at bea#h areas are !ays to maintain the number of international tourists
and #reate positi%e responses to the #ountry&
8. P(/itica/insta?i/it
The politi#al s#enario in Kin(dom of Kenya is unpredi#table and (enerally %olatile&
O%er re#ent years there are instan#es of #i%il and politi#al unrest leadin( to lar(e.
s#ale demonstrations and$ in some #ases$ %iolen#e& British nationals ou(ht to e)er#ise
898 #aution throu(hout Kin(dom of Kenya and a%oid demonstrations or (iant
(atherin(s$ !hi#h #an flip %iolent&
+rri%als !ill fall by half to 8 million this month$ ,inister of Tourism and Sports
Somsa" Ahurisisa" said re#ently$ !ith some hotels in the #apital and nearby Aattaya
and 5ua 5in 9: per#ent full& The re%enue loss #ould amount to
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demonstrations #ontinue$ a##ordin( to a senior Kenya ,etropolitan +dministration
=K,+> offi#ial&
9. S(cia/ ="e2(ra'ic issues
emo(raphi# stru#ture has #han(ed !ith more ad%an#ed in years persons
e)pandin($ !hile the more youthful and !or"in( popula#es ha%e diminished&
Kenya !ill be an a(ein( so#ial order in
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;innin Strate f(r #atra.c(2= San-ara
1. TraininT( E2'/(ee
Staff trainin( and de%elopment pro(rams ha%e to be #ondu#ted in order to
impro%e the employees "no!led(e and s"ills !ith re(ards to online tra%ellin(
strate(i#ally #ampai(n
. utua/ Un0erstan0in(f&usiness Functi(ntr(uHari(usTecni>ues
Team buildin( pro(rams$ personality buildin( #ampai(n !ould help to minimi@e
#onfli#ts amon(st team members and impro%e the internal mar"etin( s"ills and
leadership s"ills of the employees to o%er#ome the ris" of potential #onfli#ts
bet!een %arious business fun#tions
3. &ran0in= ar-etin Ca2'ain
o a Brandin( of +ma@in( Kenya0 It be(ins !ith the Aeople 'ith San"ara$ Kenya
5ospitality #ompany&
Communi#ate emotional %alue of %isitin( the #ountry L to stay in the San"ara
To ma"e #ommuni#ation and ,ar"etin( Strate(y by Keep in mind the #ulture and
Kenyan.ness& of Kenya
4. Cust(2ercentricA''r(ac
Both the Company must "eep #ustomer at #enter&
Company must #hoose the destinations and ser%i#es that satisfy deeper needs for
parti#ipation$ #reati%ity$ #ommunity$ and idealism&
Aro%ide produ#t and ser%i#e that #rate uni?ue e)perien#e for %isitors
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5.Aff(r0a?/e=Cust(2ie0 t(ur Pac-ae
Both the #ompany #an (i%e the #ustomi@ed ser%i#es in terms of tra%ellin($
a##ommodation$ food L entertainment&
It also possible throu(h strate(i# allian#e that both the #ompany redu#e the #ostof operation and other e)penses so its redu#ed #ost of tourism pa#"a(e offer to
#ustomer and in#rease the sales re%enue of both the firm&
6. Use (f A0:ertisin
In#rease the a!areness of ser%i#es pro%ide by the both the #ompany !ith the
help of mar"etin( #ampai(ns in so#ial media $print media and other leadin(
mediums of ad%ertisin( !ith option of lo! #ost but lu)uries tour e)perien#e&
7. User Frien0/(n/ine '(rta/
By ensurin( that #ompany offers the most rele%ant ran(e of #ontent a%ailable for
#ustomer also Company must enhan#e the sear#h and boo"in( e)perien#e %ia
personali@ed offers and intuiti%e user e)perien#e&
8. ;H per#ent of Indian tourists are Smartphone users and #an a##ess the mobile
Internet$ so 3atraom and San"ara #an use the online #hannel to promote the
produ#ts and ser%i#es of #ompany& Company #an also (oes for mar"etin( and
promotions throu(h di(ital and online net!or"s as !ell as online (ames and mobile
appli#ations&
9. To #apture the hi(h.end mar"et in India$ San"ara L 3atraom #an promote
honeymoon and !eddin($ be#ause most of the Indian population are youn( L
San"ara is !ell "no!n for 5otels L resorts so they #an able to #apture the attention
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Res(urces re>uire0 t( ta' te &usiness O''(rtunit in$ena
Ris- anae2ent
Ris" mana(ement is an inte(ral part of the Companys business pro#ess& 'ith the help of
e)perts in this field$ ris"s are #arefully mapped and ris" mana(ement frame!or"s
e%ol%ed& Aertinent poli#ies and methods are set forth to miti(ate su#h ris"s&
The Company must ta"e se%eral measures at all le%els to beef up its se#urity
preparedness& In addition to the physi#al se#urity measures$ the Company also ta"es #are
about ade?uate insuran#e #o%er to meet finan#ial obli(ations !hi#h may arise from any
unto!ard in#idents&
To #ounter the ris" from (ro!in( #ompetition$ both the Company must reno%atin( and
#ontinuously repositionin( its properties& It is also impro%in( its ser%i#e standards to
pro%ide e)#eptional ser%i#es$ #onsistently$ a#ross all its hotels and tra%el business&
Efficient Interna/ C(ntr(/ Sste2s
The Company has re?uired establishin( a !ell.stru#tured internal #ontrol system& Jarious
poli#ies and standard operatin( pro#edures #o%erin( all #riti#al and important a#ti%it ies
%i@& re%enue assuran#e$ hotel operations$ pur#hase$ finan#e$ human resour#es$ et#& These
poli#ies L pro#edures are updated from time to time&
The fo#uses of effi#ient #ontrol system are as follo!
Identifyin( !ea"nesses and areas of impro%ement
Che#"in( of #omplian#e !ith defined poli#ies and pro#esses
Safe(uardin( of tan(ible and intan(ible assets
,ana(ement of business and operational ris"s
Complian#e !ith appli#able sT+Kutes
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Strate
The ne)t step is to "no! ho! #ustomers !ill ans!er the ?uestion M!hy my hotelM
5o! !ill you tailor your ser%i#es to the #ustomers you !ant to attra#t$ !hether they
are families !ith "ids$ #ouples on romanti# %a#ations$ businesspeople$ or
international tourists Consider the #ombination of amenities$ atmosphere$ lo#ation$
and ser%i#es that !ill be ri(ht for your #ustomers& +l!ays "eep in mind that strate(y
means ma"in( tradeoffs . it is almost impossible to be e%erythin( to e%eryone and
su##eed& 3ou mi(ht ha%e to for(o #ertain #ustomer tar(et mar"ets in order to ma"e
your ser%i#e offerin( perfe#t for your most desired #ustomers&
P/annin
+ simple$ #lear$ but persuasi%e business plan !ill be ne#essary not only for #ompany
to thin" throu(h ho! they !ill ta"e on the opportunity$ but for #ompany to #on%in#e
any in%estor or lender that they ha%e the ability to do so& 2o sa%%y in%estor !ill be
attra#ted by a la#" of plannin(& There is no e)#use to not #reate a plan !ith the
!ealth of information a%ailable on !ritin( business plans and e%en business plan
templates tailored to the hotel business se#tor&
Finance
'hether you buy an e)istin( hotel$ build one from s#rat#h$ or reno%ate a buildin(
into a hotel$ or start a online tra%el #ompany you !ill need millions of dollars to
in%est& +ssumin( you do not ha%e this money$ you !ill need to see" ban" loans
and/or an(el in%estment in your business& +s you !ill be !or"in( !ith #onsiderable
assets$ dependable and e)perien#ed le(al and a##ountin( help is a must as you
#reate deals !ith in%estors&
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Fin0ins = Resu/ts
India is ha%in( liberal poli#y for tourism so it is a (reat opportunity of the
#ompany for in%est or e)pand their ser%i#es in more #ountry&
The (o%ernments in%estment in tourism su#h as hi(h!ays$ hotels and tourism
@one in Kenya$ eastern and !estern seaside !ill mean that the future of Kenya
tourism is bri(ht&
So#ial net!or"in( L mobile internet are in in#reasin( trends in o%erall !orld&
In Kenya the internet is already a for#e to be re#o(ni@ed in terms of tourism
mar"etin(&
If !e #ompare the internet mar"etin( in tourism of both india and Kenya then !e
find that india is ha%in( lar(est online mar"et as #ompare to Kenya&
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&usiness (0e/
ar-et O''(rtunities in $enaT(uris2
+ report by Tourism +uthority of Kenya =T+K> says that in $ some ;&8H la"h
Indian tourists %isited Kenya in
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T+K proje#ts the number of %isitors from India !ill rea#h 8&9 million this year& The
spendin( per head of Indian tourists is estimated around 6$
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Attract T(urist f(r#atra.c(2= San-ara
1. F(cusin(n
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4. UseOf "iita/Tecn(/(
;H per#ent of Indian tourists are Smartphone users and #an a##ess the mobile
Internet$ so 3atraom and San"ara #an use the online #hannel to promote the
produ#ts and ser%i#es of #ompany& Company #an also (oes for mar"etin( and
promotions throu(h di(ital and online net!or"s as !ell as online (ames and mobile
appli#ations&
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Suppliers
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CO!CUSIO!
This resear#h has identified the mar"et opportunities and !ea"ness of Kenya
Tourism Company and Indian Tourism Company& +s !e !ants to in#rease our
re%enue so for that !e ha%e made business plan to impro%e the finan#ial as !ell
as operational #ondition of #ompany !ith the help of #ooperati%e strate(y
adoption and (i%in( #on#ept of +ma@in( Kenya0 It be(ins !ith the Aeople for
enhan#e their leisure and lu)uries tourism se(ment&
There is hu(e demand and tremendous potential for leisure tourism se(ment in
the Kenya destination$ proper strate(y implemenT+Kion plan is need for business
plan&
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!!!&(tu&a#&in
!!!&in#redibleindia&or(
!!!&tourismindia&or(
!!!&tourism&(o%&in
&i?/i(ra'
!!!&yatraom/tra%el/india.tourism/
india&(o%&in/topi#s/tra%el.tourism
!!!&Kenyanemb&or(&in/en/information
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!!!&tourismKenya&or(!!!&tourismKenyaom
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arti#les&e#onomi#times&indiatimesom/
themar"etin(blo(&!ordpressom
in%estin(&business!ee"om/!!!&mbas"oolom
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tra%el&(#a/
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smalltra%eller&(o%&au/
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india&siam.le(alom
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e)port&(o%&Kenya/doin(businessinKenya/
!!!&boi&(o&th/inde)&php&&&aVbusiness
!!!&doin(business&or(/data/&&&/Kenya/