The Kenya Tourism Board (KTB) has praised the media’s role in fostering a positive perception of destinations for investment and tourism activities.
According to KTB CEO June Chepkemei, the media has enhanced the likelihood of visitors and investors choosing these destinations through its positive narratives.
While welcoming media personalities from around 12 countries at a Nairobi hotel, who are touring key tourism sites across the country, the CEO referred to them as destination brand ambassadors.
The media representatives from the USA, Germany, France, India, China, South Africa, Ghana, Nigeria, Tanzania, Uganda, and the United Arab Emirates (UAE) are participating in a five-day tour of attractions in Kenya ahead of the 14th Edition of the Magical Kenya Travel Expo (MKTE), scheduled to take place from 2nd to 4th October at Uhuru Gardens in Nairobi.
The travel expo has evolved into a premier tourism fair in the region, expected to attract approximately 3,000 delegates, including travel professionals from over 35 countries, who will engage with local tourism players in business-to-business meetings.
KTB will also showcase more than 20 itineraries covering various tourism destinations across the country, providing international travel trade representatives with a first-hand experience of what Kenya has to offer.
“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 traveller,” Chepkemei stated.
She added that the media landscape has evolved with the digital era, allowing everyone to participate in journalism through social media.
The CEO noted that KTB is increasingly collaborating with travel journalists to raise awareness of the experiences available in the country.
Ms. Mackenzie Adele, an editor with Tourism Update, an online publication focusing on travel and tourism, remarked that strong partnerships between the media and destinations play a crucial role in sharing destination stories with the world.
“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 influencing their interest to travel,” Adele remarked.
