The Kenya Tourism Board (KTB) has embarked on an ambitious initiative to amplify Kenya’s appeal as a premier holiday destination by engaging a prominent group of travel influencers from the United Kingdom. This move marks a significant step in KTB’s influencer marketing campaign, which aims to capture the attention of millennial travelers and bolster the country’s tourism sector.
The current phase of the campaign, featuring influencers from the UK, is a strategic expansion of KTB’s previous efforts that initially focused on the East African Community (EAC) region. KTB CEO June Chepkemei has underscored the success of these earlier initiatives, highlighting the substantial interest generated from regional influencers. The shift to the UK market reflects Kenya’s intent to broaden its reach and tap into new audiences, thereby diversifying its tourism promotional strategies.
In 2023, Kenya witnessed a 19% increase in arrivals from the UK, solidifying it as one of Kenya’s top source markets. This growth prompted KTB to engage UK influencers in its final campaign phase, aiming to build on this positive trend. “We have had very fruitful engagements with influencers from the EAC region, where they experienced Kenya’s unique tourism offerings,” Chepkemei stated. “Now, we are spreading our nets wider to the UK market, whose citizens have shown great interest in our tourism products.”
The selected influencers include travel vlogger Sandy Makes Sense, Irish rugby sevens player and social media personality Harry McNulty, and photographer and visual artist Eleonora Zontini. These personalities will embark on a comprehensive tour of Kenya, exploring Nairobi and the Coastal region, including notable attractions such as Tsavo and Watamu. Their experiences will be shared through various digital platforms, offering a fresh perspective on Kenya’s diverse tourism landscape.
The campaign’s timing is particularly strategic, coming on the heels of a recent visit by Hollywood actress Nicole Murphy, which has further elevated Kenya’s profile on the global stage. The inclusion of high-profile influencers and celebrities is expected to amplify this momentum, attracting a wide range of followers and potential tourists from different sectors, including arts, travel, and sports.
This influencer familiarization tour is part of KTB’s broader strategy to enhance Kenya’s destination visibility and stimulate regional tourism growth. The campaign aligns with the EAC’s ambitious goal of attracting over 14 million international tourists annually by 2025, a significant increase from the 7.2 million recorded in 2019.
Chepkemei expressed optimism about the impact of the UK influencers’ visit. “We expect this final leg of the campaign to ignite and sustain travel interests to Kenya,” she said. By leveraging the reach and influence of these prominent figures, KTB aims to showcase Kenya’s unique offerings and build a compelling narrative that resonates with travelers across different demographics.
As the campaign progresses, KTB will continue to monitor its effectiveness and adapt strategies to ensure the sustained growth of Kenya’s tourism sector. The integration of influencer marketing into Kenya’s tourism promotion reflects a modern approach to destination marketing, capitalizing on the influence of digital personalities to reach and engage a global audience.
In summary, the Kenya Tourism Board’s initiative to involve UK influencers represents a strategic effort to expand Kenya’s tourism footprint. By showcasing the country’s rich cultural and natural attractions through influential voices, KTB aims to attract a diverse range of tourists and contribute to the broader goal of enhancing Kenya’s international tourism profile.
