Outbound

KTB to float `Kenya Specialist India Agents' Programme

Reema Sisodia - Mumbai

Kenya Tourism Board (KTB) like most other National Tourist Offices (NTOs) is focusing on strengthening its presence in India and is planning to introduce a specialist programme in India. In an exclusive with Express TravelWorld, Fred Okeyo, regional manager, KTB said, "The response that we have received from the Indian market has been highly encouraging, which has prompted us to contemplate about starting the Kenya Specialist Programme in the Indian market. Though not part of our immediate plans for India, the Kenya Specialist Programme could make an entry into the Indian market by 2007-08, as we are giving the market a little more time to mature. India is a very valuable market for us and Kenya, which is a medium-haul destination, has witnessed an increase in number of tourist arrivals from India in the last couple of years. India's contribution to Kenya's tourist arrivals in 2005 touched 32,000 from 23,000 in 2004 and a paltry 11,000 and 9,000 in 2003 and 2002 respectively. This market is only growing."

The immediate plans for KTB in India is to intensify their activities by working more closely with the trade. Offering newer products such as Sports Tourism and specialised high altitude sports training experience for the discerning travellers are part of the plans, which aim to offer more diverse products to the Indian market. While the Board has increased its budget for India over last year it will continue to operate out of a representative office.

The various strategies lined up for the year by KTB include organising focused FAM trips for both media and the trade, enhancing of PR activities, workshops, seminars and organising its second road show in India in October. The Board is also working out a promotional programme in partnership with American Express and Kenya Airways that will be rolled out from July this year. The programme, which will run for three months will be floated in Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Lucknow, Pune and Ahmedabad.

Kenya's product sensitivity towards the Indian traveller includes wildlife safari, culture, beaches and sports, particularly golf. With India's economy booming, Kenya is currently targeting incentives groups, Bollywood, honeymooners and middle and upper income groups coming for safaris.