This archive report was first published on 18 June 2020.
The COVID-19 pandemic has severely impacted the tourism industry globally, including in Kenya. To mitigate this effect, the Kenya Tourism Board (KTB) has decided to leverage digital marketing to keep tourists engaged and the destination top of mind.
According to KTB CEO Dr. Betty Radier, marketing is all about momentum and keeping people engaged. She emphasized the importance of staying on top of mind when people are ready to travel again, adding that organizations today are utilizing digital assets to market products and services.
Dr. Radier noted that the strategy was working positively, citing online marketing campaigns like #StayAtHome #TravelTommorow, #MagicAwaits, and #MagicalKenyaLive, which aim to give hope to people and remind them that the destination still exists and has more to offer.
Recently, the Cabinet Secretary for Tourism and Wildlife Najib Balala launched a virtual Safari live stream campaign to showcase game safaris in various parks and reserves across the country using Magical Kenya platforms. The two-month long live streaming campaign has already reached over one million viewers, allowing audiences to interact with the diversities of Kenya's safari experience.
The Kenya Tourism Board is also utilizing digital platforms to share authentic and captivating stories from parks, communities, and cultures around the country. These efforts have yielded fruits in keeping conversations about the destination alive during this time.
