Kenya is launching an ambitious initiative to boost tourist arrivals by engaging its diaspora. The Kenya Tourism Board (KTB) has unveiled a new marketing campaign, “Ziara Kenya: One Diaspora, One Tourist,” aimed at leveraging the global networks of Kenyans living abroad to increase tourism to Kenya.
Launched alongside the Paris Olympics, this campaign seeks to encourage each Kenyan in the diaspora to bring at least one tourist to Kenya annually. KTB CEO June Chepkemei emphasized the significant role of the diaspora in promoting Kenya’s tourism, highlighting their patriotism and influence in shaping the nation’s fortunes.
To support the diaspora in this effort, KTB will offer an online e-learning program and certification, designed to equip members with the knowledge and skills necessary to effectively promote Kenya. The program will be complemented by webinars, virtual tours, and the appointment of influential diaspora members as campaign ambassadors.
The KTB will also engage with the diaspora through key events to further promote the campaign. This strategy is part of a broader effort to tap into the growing number of Kenyans living abroad, estimated at four million by the end of 2023.
Diaspora remittances are a vital source of foreign exchange for Kenya, reaching a record Sh671 billion (US$4.19 billion) in 2023. With Kenya having attracted 1.96 million international tourists in 2023, KTB aims to increase this number to 3 million by the end of 2024 through this targeted campaign.
The initiative underscores Kenya’s commitment to enhancing its tourism sector and harnessing the support of its global community to drive growth and international engagement.
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