The Kenya Tourism Board (KTB) has commended the media for its vital role in shaping positive perceptions of Kenya as a leading destination for tourism and investment. 

KTB CEO June Chepkemei acknowledged the impact of media narratives in boosting both visitor and investor confidence in Kenya’s tourism offerings, during a reception held at a Nairobi hotel for international media personalities currently touring the country.

Speaking at the event, Chepkemei highlighted the media’s power to influence global travel trends and investment decisions by portraying Kenya in a positive light, emphasizing that these journalists are, in essence, brand ambassadors for the destination. The media group, consisting of representatives from 12 countries, including the USA, Germany, France, India, China, South Africa, Ghana, Nigeria, Tanzania, Uganda, and the United Arab Emirates (UAE), is on a five-day tour of Kenya’s key tourist sites. This initiative comes just ahead of the 14th Edition of the Magical Kenya Travel Expo (MKTE), which will be held from 2nd to 4th October 2024 at Uhuru Gardens in Nairobi.

“Positive narratives are what have shaped destinations to optimize their potential, both for travels and businesses. KTB has deliberately invested in media engagement to tell the destination story for both the local and international traveler,” said Chepkemei. She further noted that the digital age has transformed the media landscape, allowing social media to become an important tool for spreading Kenya’s tourism story.

The MKTE has evolved into East Africa’s premier tourism fair, with the 2024 edition expected to attract over 3,000 delegates, including travel trade professionals from more than 35 countries. Delegates will engage in business-to-business meetings with local tourism players, paving the way for new partnerships and market expansion. 

Additionally, KTB will take the opportunity to showcase Kenya's diverse tourism offerings through over 20 specially curated itineraries, giving international travel trade professionals firsthand experience of Kenya's rich natural and cultural heritage.

Ms. Mackenzie Adele, editor of Tourism Update, an online publication specializing in travel and tourism, praised Kenya’s media collaborations for effectively telling the untold stories of the destination. "What Kenya has been doing is great. The media needs information and the untold travel articles on the destination to share with the masses, and therefore influence their interest to travel,” Adele remarked.

Chepkemei affirmed that KTB will continue to strengthen its partnership with the media to create greater awareness of the unique experiences Kenya has to offer. By working together, KTB and the media are helping to propel Kenya forward as a globally recognized tourism hub.

As Kenya readies itself for the MKTE, the country's increasing visibility in global media underscores its growing importance as a destination of choice for tourists and investors alike. 

Through continued collaboration with the media, Kenya’s tourism sector is well-positioned to thrive, attracting more visitors and showcasing its unmatched beauty and diversity to the world.

About the author 

Francis Doku is the Chief Operations Officer of Plugin Digital Limited, host of the Africa Rising podcast. He is also a tourism, arts and culture curator with decades of experience in media, marketing and advertising.