Outbound

Kenya more than just a safari

Jyoti Koul quizzes Dr Ongong'a Achieng, Managing Director, Kenya Tourism Board on the strategies and targets for the Indian market

1) Kenya Tourism Board recently conducted road shows in the major cities of the country. How and to what extent does such an exercise help to tap the market?

Activities like road shows are intended to spread awareness about the products and available services. To this end it is a good promotional exercise and effective tool to educate and update your trade partners in a particular target market. In India we would like to tap the market in big cities in Gujarat, Maharashtra, Karnataka, Punjab, Rajasthan and Delhi, as we believe that these markets have tremendous potential for `safari tourism.'

2) What kind of positioning have you envisaged for Kenya now that you are gaining a foothold in the Indian market? What is your immediate target?

Kenya as I told you offers a wide range of destinations and activities. We are focussing on `safari tourism' right now as far as the Indian market is concerned. The Tourism Board is targeting 15 per cent growth in tourist arrivals from India in 2006. Kenya recorded 23,722 arrivals from India in 2004 and 32,030 in 2005 registering an increase of 34.7 per cent.

3) What is the strategy of the Tourism Board to capture a slice of India's growing outbound market and what will be the focus this year?

Kenya Tourism Board (KTB) will continue to focus on the diversity of Kenya's tourism portfolio. There is a misconception that Kenya is just about viewing wildlife or lying on a beach. We are trying to create awareness that Kenya offers an array of recreational activities like which will enable tourists to stay for a longer duration and visit a wider range of destinations. This will help increase the average tourist spend.

To answer the first part of your question, our strategy is to provide detailed information on the bouquet of our tourism products and word of mouth endorsements from trade and travellers based on their experience. Moreover, we have upgraded the Kenya destination website . Internet today has evolved as an important medium of communication and source of information. The new upgraded website ranks as one of the most vibrant, evocative and stimulating destination site.

4) How do you propose to rope in the Indian film fraternity to shoot in Kenya?

The most important advantage about shooting in Kenya is that it has varied terrain and landscapes. Kenya offers unique locations, natural beauty, abundant wildlife, scenic splendour and gritty ruggedness. Apart from this the country also has a rich culture as we have over 42 different African tribes. Our land and people are so colourful that they attract a large number of documentary filmmakers.

In order to tap this market segment the Tourism Board is offering attractive incentives which include securing permissions for shoots in locations, discounts in accommodation among a host of others. In the near future we would be launching special packages for Bollywood and ad filmmakers.