Tourism association roots for partnerships to improve wealth

KTB managing director Betty Radier. [Wilberforce Okwiri, Standard]

Partnerships and networks are key to fueling tourism growth during the Covid-19 pandemic, said Betty Radier, chief executive of the Kenya Tourism Board (KTB).

She said the travel industry, agents and buyers should work together to develop, implement and coordinate the national tourism marketing strategy for the benefit of all.

Dr. Radier spoke during the recently completed Magical Kenya Travel Expo (MKTE) 2021, which was taking place virtually for the second time in a row.

She said Kenya is becoming a leading business hub with growing investor interest due to its cultural diversity, landscape and abundant wildlife.

KTB, she said, is running a series of domestic campaigns to promote domestic tourism.

“These are very positive results that have been achieved over the past 18 months,” she said.

KTB chairman Jimi Kariuku said MKTE is an opportunity for industry players to exchange ideas.

“This expo has grown into one of the largest tourism events in Africa and plays a key role in building Kenya’s profile as a leading and preferred global travel destination,” he said.

“Our main goal is to further raise Magical Kenya’s profile in the global travel arena and to attract large numbers of visitors to try what Destination Kenya has to offer.”

Kariuki said the pandemic has transformed the travel and tourism industries, with health and safety as a priority for travelers.

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