Nakuru County in Kenya has launched a new digital marketing campaign, dubbed Tembea Nakuru, aimed at boosting tourism in the region. This initiative is seen as a strategic move to bridge the tourism marketing gap in the County and promote its unique attractions. Spearheaded by the Tourism County Executive Committee Member (CECM) Stephen Kuria, the campaign is designed to give Nakuru a competitive edge in the tourism industry, especially during the December holiday season when domestic tourism is at its peak.
Key Objectives of Tembea Nakuru: The Tembea Nakuru campaign seeks to bolster domestic tourism by highlighting the diverse and unique features of the County. According to Stephen Kuria, the campaign will target over thirty popular and lesser-known tourism sites across Nakuru County. These include attractions such as Lake Nakuru National Park, Hell’s Gate National Park, and several prehistoric sites that showcase the County’s rich history and cultural heritage. By documenting and promoting these sites, the campaign aims to attract both local and international tourists, thereby boosting the region’s economy.
Strategic Partnerships and Stakeholder Involvement: The Tembea Nakuru campaign is a collaborative effort involving multiple stakeholders. The Nakuru County Directorate of Tourism and Culture is partnering with NaxCity Kenya Ltd, a registered marketing agency based in Nakuru, to document and promote these tourism sites. The initiative will utilize digital platforms including a dedicated website (www.tembeanakuru.co.ke), YouTube channel (Tembea Nakuru), and various social media channels to reach a broader audience. This approach not only documents known attractions but also showcases hidden gems, offering a comprehensive view of Nakuru’s tourism landscape.
Nakuru County’s Tourism and Culture Chief Officer, John Koech, emphasized the campaign’s focus on marketing the County’s unique features, such as being the only city in Kenya with both a lake and a national park. Koech noted that the campaign will also highlight Nakuru’s six water bodies, rich ecological sites, and potential for eco-tourism, positioning the County as a premier destination for nature lovers and adventure seekers. The campaign is set to bridge the gap between domestic tourism and international exposure, ensuring that Nakuru’s tourism offerings are well represented globally.
Economic Impact on the Hospitality Sector: The launch of Tembea Nakuru is expected to have a significant impact on the hospitality sector in Nakuru. Duncan Mwangi, the Cluster General Manager for Sarova Hotels Nakuru, highlighted that the initiative will drive bed conversions and increase conference bookings, contributing positively to the local economy. The promotion of Nakuru’s tourism sites will not only attract tourists to these hotels but also encourage longer stays, boosting revenue for the hospitality industry.
The Great Rift Association of Tour Operators (GRATO) Chairperson, Jane Karanja, echoed the importance of exploring and promoting Nakuru’s hidden gems. She pointed out that Nakuru’s rich Eco-Tourism potential needs to be showcased to attract a diverse range of tourists, from bird watchers to hikers. This focus on eco-tourism is crucial for sustainable development in Nakuru County and for attracting tourists interested in experiencing the natural beauty and biodiversity of the region.
Supporting Initiatives and Partnerships: The campaign is also being supported by several stakeholders, including Shell Kenya, which will facilitate mobility during the documentary production. This partnership is seen as essential for effectively documenting and promoting Nakuru’s tourism assets, enabling the campaign to drive both domestic and regional tourism growth. Other key partners include the Kenya Wildlife Service, Nakuru Tourism Association, Tour Operators Society of Kenya (TOSK), Kenya Association of Travel Agents (KATA), Nairobi Women’s Hospital, Utamaduni Nature Park, and Mwaura Properties Ltd. Each partner plays a vital role in ensuring the campaign’s success, from mobility solutions to marketing and documentation of attractions.
Conclusion: The Tembea Nakuru campaign represents a crucial step for Nakuru County in its quest to establish itself as a premier tourism destination in Kenya. By leveraging digital platforms and strategic partnerships, the County aims to attract a broader audience, from local tourists to international travelers. The campaign not only promotes Nakuru’s unique attractions but also contributes to the economic development of the region by boosting the hospitality and tourism sectors. As the December holiday season approaches, Nakuru’s tourism stakeholders are urged to seize the opportunity and drive marketing efforts, ensuring that the County remains a competitive destination in the tourism market.
