Kenya’s global tourism marketing campaign, The Real Deal, which has so far been launched in America and Europe, has now been rolled out to the key source market of India.

An initiative of the Kenya Tourism Board (KTB), The Real Deal campaign uses digital platforms to showcase the multiple attractions of Kenya as a destination, in partnership with Kenya Airways and leading tour operators.

The campaign in India will be rolled out through selected pan-Indian streaming services, theatre screens and digital billboards in Delhi and Mumbai.

After the US and UK, India is the fifth-largest market for international arrivals, accounting for 55 761 of Kenya’s 924 303 total arrivals for 2022 year-to-date.

“We chose India for the launch because of the immense potential as a key source market and also the fact that Indians love our products, from safari to beach and also adventure,” said KTB CEO, Dr Betty Radier.

KTB aims to capitalise on the luxury and family segments to direct Indian traffic to Kenya, with the goal of establishing the East African nation as an ideal long-haul destination.

Mumbai-based agency Intrepid Marketing and Communications will assist with the roll-out of the campaign. Director Neeti Sharma said the Indian market would respond enthusiastically.

“The Real Deal campaign is a true expression of Kenya’s vast canvas, and we are certain that the strategic activations across media channels, along with the efforts of our key partners, will tempt the travellers and result in an accelerated rate of arrivals.”