NAIROBI, Aug. 30 (Xinhua) — Kenya’s tourism marketing body said on Tuesday that it is tapping into music festivals to drive and grow its domestic tourism portfolio.
John Chirchir, acting chief executive officer of the Kenya Tourism Board (KTB), said the domestic market is a significant segment that has the potential to sustain the tourism industry in Kenya if properly explored through different initiatives such as leveraging music festivals.
Chirchir said the KTB board pitched for tourism themes in the just concluded national music festivals that attracted a good number of entries.
Chirchir said while international tourists play a substantial role in generating tourism revenue, the KTB continues to emphasize the importance of fostering domestic tourism to balance the revenue streams. “It is precisely for this reason that we remain committed to showcasing the incredible diversity of Kenya’s tourism offerings leveraging different platforms which present us with the opportunity,” he said in a statement issued in the Kenyan capital of Nairobi.
Tourism is one of the most important industries in Kenya’s economy, contributing significantly to the country’s gross domestic product (GDP) and providing livelihoods for many by employing about 270,000 people directly and another approximately 500,000 indirectly, according to the KTB.
The KTB seeks to challenge the prevailing notion that tourism is predominantly meant for foreign visitors by harnessing the appeal of music and drama festivals. This, the marketing body said, is with the aim to instill a sense of pride and ownership among Kenyans, positioning them as integral participants in shaping the nation’s tourism landscape.
According to the KTB, central to this initiative is the promotion of diverse tourism experiences beyond the traditional wildlife and beach attractions. Through dynamic music and drama festivals, the KTB aims to highlight the range of tourism opportunities available across the country.
“From cultural immersions to ecotourism adventures, sports events, birdwatching, captivating natural landscapes, guided safaris, water sports, and modern conferencing facilities, Kenyans will be introduced to a broader array of options,” it said.
“We believe that by capitalizing on the appeal of music and drama festivals, we can engage Kenyans in a way that enriches their appreciation for our country’s unique experiences,” Chirchir added.
