The Kenya Tourism Board (KTB) is leveraging Kenyan missions abroad to anchor its diaspora tourism campaign in a bid to increase the country’s tourist arrivals.

Dubbed “Ziara Kenya: One Diaspora, One Tourist”, the campaign seeks to harness over three million Kenyans in the diaspora to help market their motherland through their networks within the host countries, said KTB CEO June Chepkemei.

The initiative is expected to boost tourist arrivals currently at 1.9 million to reach the target of five million by 2027, reinforcing Kenya’s position as a preferred travel destination, she added.

Speaking at a recent meeting in the Kenyan capital, Nairobi, bringing key heads of KTB and the Ministry of Foreign Affairs departments together, Chepkemei said Kenyan missions abroad will play a crucial role in augmenting the campaign.

“Kenya has 66 missions abroad, which represent our country. This existing infrastructure provides an ideal platform to position Kenya as the most attractive destination for international travellers.”

The campaign will give Kenyans living abroad incentives to promote tourism within their social networks, she added.

“KTB will be working closely with our private-sector travel partners who we are encouraging to create personalised travel packages and incentives for referrals as a way of motivating Kenyans in the diaspora to join the campaigns.”

Director General of Political and Diplomatic Affairs in the Ministry of Foreign Affairs Ambassador Eliphas Barine reaffirmed the ministry’s support of KTB’s programmes aimed at boosting Kenya's tourism potential by aligning with regional and global tourism agendas.

He said Africa’s growing market presents immense opportunities. “We need to synergise as industry stakeholders to ensure our mandate is realised. The African market is becoming increasingly exciting and, with initiatives like the Africa Agenda 2063 – ‘The Africa We Want’, it’s time for the diaspora to begin exploring the continent, starting with Kenya.”

Bonfire Ventures MD Simon Kabu lauded KTB for the Ziara-Kenya initiative, expressing hope that it will enhance private-sector campaigns to encourage Kenyans in the diaspora to promote their motherland.

He said the travel trade will rely on KTB’s market intelligence to guide their individual promotional packages to attract visitors to the country.