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The Kenya Tourism Board (KTB) will not be attending some of the industry’s biggest trade shows this year.
Chief Executive of the African Travel & Tourism Association (Atta), Chris Mears, confirmed that KTB would not attend Africa’s Travel Indaba in Durban this year and had withdrawn from World Travel Market (WTM) London and ITB Berlin. However KTB was in attendance at WTM Africa, which took place in Cape Town last week.
According to Mears, KTB’s absence is related to its updated marketing strategy, which is more digitally focused.
This was reiterated by Wausi Walya, PR and Corporate Communications Manager for KTB, who told Tourism Update that Kenya would not attend, based on KTB’s current business strategy.
In line with this, KTB last week launched a video marketing campaign targeting Chinese tourists during a media forum in Beijing, a custom-made Chinese-language video that aims to increase awareness of Kenya’s tourism sites, aligning KTB’s updated marketing strategy focusing more on digital platforms.
Sisa Ntshona, CEO of South African Tourism and organiser of Africa’s Travel Indaba says: “The future success of tourism as an economic driver depends on the presence of policies and continental strategies for trade and investment that meet the needs of the sector and an overall business environment that is conducive to growth. It depends too on the abilities of all players from across the continent to meet, engage and support initiatives, and the three-day Africa’s Travel Indaba is one of the key places to start that conversation. There is no reason why the continent cannot double its share of the global tourism market in the next decade with a collaborative approach to the destination.”
African country products confirmed for this year’s Africa’s Travel Indaba include various established tourism players, as well as developing destinations such as Sudan, the Central African Republic and the Democratic Republic of the Congo (DRC).
Source: tourismupdate.co.za
 will not be attending some of the industry’s biggest trade shows this year. Chief Executive of the African Travel & Tourism Association (Atta), Chris Mears, confirmed that KTB would not attend Africa’s Travel Indaba in… "Pin It")