NAIROBI, 26 July 2018 – The Kenya Ministry of Tourism has launched the Big 4 Tourism Plan – a set of strategies devised towards the implementation of the Blueprint 2030. At a meeting presided over by Cabinet Secretary Najib Balala, the Ministry of Tourism entrusted the Kenya Tourism Federation (KTF) executive team with the National Tourism Blueprint.
Hon. Balala urged participation in a public-private partnership working strategy and emphasized the importance of private sector participation through KTF taking the lead.
The Blueprint’s Vision is that by 2030, vibrancy and innovation will characterize Kenya’s booming and sustainable tourism industry where local, African and international visitors freely explore iconic Kenya and experience connectedness with the countries people.
The 4 major plans gearing Kenya’s tourism industry toward the Blueprint include:
Product Strategy
Flagships include:
- Product Tourism
- African Safari
- Beach destination
- City Tourism
Marketing Strategy
The Marketing Strategy sees a bid to promote the destination and grow tourist numbers through:
- Delivering an exceptional tourist experience
- Inspiring the world through a powerful Brand Kenya
- Improving Competitive position of Kenya in the sales system
- Becoming the preferred partner for the industry
- Improving the performance of tourism industry Marketing
Marketing Flagships
- Global PR
- Overseas representation Model
- Domestic Tourism
- Digital Marketing Strategy
- Event Strategy
Infrastructure Strategy
The strategy looks to develop the destination’s infrastructure, easing access to products whilst making tourism affordable. Key components for improvement include tourism circuit roads, Standard Gauge Railway and air travel.
Strategy Elements:
ICT connectivity, Infrastructural support, Emergency Services, Safety & Security, Transport Models, Tourist Information Systems, Cultural/Community participation, City connectivity.
Infrastructure Flagships
- Nairobi-Mombasa Artery
- Malindi – Mombasa – Lungalunga Dual Carriage
- Nairobi – Nanyuki – Isiolo
- Nairobi – L.Turkana
- Nairobi – Masai Mara
- Narok – Mara
- Nairobi – Eldoret – Kisumu
- Nairobi –Amboseli – Tsavo
- Amboseli – Loita Hills
- SGR: Lamu – Mombasa –Nairobi
The Infrastructure strategy also entails an air growth strategy with action points including a Facilitative policy to expand affordable local air travel, Incentives for low-cost airline operators and the Implementation of an open sky policy.
Investments Strategy
Provision of incentives plays a major part in the investment strategy with the plan being to:
- Promote Current incentives
- Check uptake of incentives
- Provide new incentives
- Include incentives to finance houses
Investment Flagships:
- Tourism Incentives Programme
- KICC expansion (Adding 10,000 conference capacity)
- Mombasa International Convention Centre (MICC to introduce 15,000 conference capacity)
- The Nairobi International Convention and Exhibition Centre (NICC to be developed at the Bomas of Kenya)
- Ronald Ngala Utalii College (Being established in Kilifi)
- Little Theatre (Developed in Mombasa)
- Cruise Terminal (1st Cruise terminal in Kenya has construction underway in Mombasa)
- Innovation Hub (Developed to bolster innovation in tourism)
