Scanad Kenya Managing Director, Betty Radier, has been appointed the new Chief Executive Officer of the Kenya Tourism Board (KTB), effective December 1.

“After a thorough selection process, we are glad that Radier is taking the leadership of KTB as we continue to make progress in the tourism recovery journey,” said KTB chairman, Jimi Kariuki.

Radier takes over from the former Managing Director, Muriithi Ndegwa, who left in February after a six-year stint.

In February, Tourism Cabinet Secretary, Najib Balala, appointed KTB Marketing Director, Jacinta Nzioka, as the acting CEO of the marketing agency. Nzioka will continue to serve as the agency’s marketing director.

Radier brings to KTB 18 years’ experience in marketing, strategy and operations. She also served at top level in other companies, including JWT, Scanad Advertising Tanzania, McCann Kenya Limited and Lowe Scanad of Uganda. She holds a Bachelor of Arts (BA) degree and a Master of Business Administration (MBA) from Nairobi University.

The appointment has been welcomed by members of the trade.

Kenya Coast Tourism Association chairman, Mohamed Hersi, welcomed the appointment of Radier, saying she had vast experience in marketing. “We support the appointment of Radier, as her experience and leadership will bring a new lease of life into KTB and uplift marketing of the destination to a higher level,” he said.

Kenya Association of Tour Operators Coast Branch Chairperson, Monika Solanki, said Radier’s marketing experience would re-energise the tourism agency. “We will give her the necessary support so that she can deliver in her new job. We are confident that she will help reverse the tourism downturn we are grappling with,” she said.