The Kenya Tourism Board (KTB) is focusing on promoting the wealth of tourism potential that lies beyond the popular attractions of the Maasai Mara and Mombasa.

KTB Marketing Executive Margaret Kamau said while wildlife safaris and beach holidays were the main drivers of the country’s tourism economy, the board was also aggressively marketing alternative core tourism products in niches including culture, entertainment, sports, adventure and MICE tourism.

“Despite Kenya’s reputation as a hub of rich tourism, the focus has been largely on wildlife tourism, ignoring the several forms of tourism that the country has to offer. We are working with industry players such as hoteliers, tour companies and guides in drawing attraction to the hidden gems that Kenya has in store,” said Kamau, speaking at a tourism campaign event in Nakuru, 150km northwest of Nairobi.

As a way of creating awareness of these attractions, the KTB has visited some of the historical, cultural and geographical sites in parts of the country in a bid to identify their niche segments and promote potential tour packages.

“We are committed to expanding areas that have previously not been showcased, as well as those that require to be transformed into top travel experiences,” said Kamau.

She said the country was seeking to capitalise on the tourism potential of its seven Unesco World Heritage Sites: Lake Turkana National Park, Mount Kenya National Park and Forest, Fort Jesus, Lamu Old Town, the Sacred Mijikenda Kaya Forests, the Kenya Lake System in the Great Rift Valley and the Thimlich Ohinga archaeological site.

“We have also been looking to grow domestic tourism using the ‘You deserve a holiday’ campaign to get the residents excited about the various destinations that their country has to offer. There are many Kenyans who are interested in travel but lack sufficient information,” she said.