Kenya looks to TikTok to boost tourist numbers

African tourism authorities are betting that the global youth audience on TikTok and wealthy individuals looking for luxury safaris have one thing in common: enough interest in African wildlife to help jumpstart tourism.

This article was contributed to TechCabal by Conrad Onyango / bird

Kenya looks to a global audience of young people to showcase the eighth natural wonder of the world – the great wildebeest migration – as Africa works hard to increase the number of international tourists. The East African country’s tourism board announced a partnership with the abridged video platform on Tuesday, August 24 TIC Tac, as the Kenyan government leads Africa in retooling traditional marketing strategies to increase its tourist appeal.

“With TikTok, we can engage the world with content and experiences from any part of the country and increase awareness of our country and our wildlife, especially during this time when travel is limited in an effort to curb the spread of the world. virus. Said Betty Radier, Executive Director of the Kenya Tourism Board.

World Tourism Organization (UNWTO) latest tourism recovery tracker shows international arrivals to Africa have fallen 81% since January amid pandemic uncertainty and low consumer confidence .

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A number of African countries are seeking to allay these fears by launching major education and investment campaigns to boost the confidence of travelers around the world and once again lock in billions of US dollars in tourism revenues.

The Kenya Tourism Board said it is keen to ensure that MagicalKenya remains a priority among consumers by showcasing the country’s rich and diverse wildlife offerings. Through collaboration with the International Fund for Animal Welfare (IFAW) and Conservation International, the four-day campaign broadcast from Masai Mara National Park from August 25, 2021, will also raise awareness of biodiversity conservation and wildlife protection.

Kenya as a “luxury destination”

The East African country also launched a marketing strategy to position Kenya as a luxury destination in several key markets when it received 15 guests from the United States for a 12-day luxury trip per person. to 125,000 US dollars in four iconic African destinations.

Kenya Tourism and Wildlife Cabinet Secretary Najib Balala, who this week welcomed tourists to the inaugural Roar Africa and Emirates Executive Private Jet Safari, said the focus on luxury tourism was crucial for a sustainable recovery from COVID-19 setbacks in the travel industry.

“The visit of this high-level delegation is a testament to the fact that Kenya is a consideration for the niche luxury traveler who is drawn to specific experiences and offerings. Our aim is to capitalize on this as we work to expand into different market segments in the short and long term, ”Balala said in a statement.

The trip dubbed “The Greatest Safari on Earth” and organized by the Roar Africa travel company and the Emirates airline will see high-level tourists discover the great wildebeest migration in Kenya, observe gorillas in Rwanda, visit Victoria Falls. Zimbabwe and experience the pristine wilderness of Botswana’s Okavango Delta.

New World Wealth in its Africa Wealth Report 2021, ranks the Maasai Mara in Kenya, the Okavango Marshes in Botswana and gorilla safaris in the Virunga Mountains (Rwanda) among the top luxury tourist destinations in Africa.

Relaunching tourism figures in Africa

Allied’s latest market research predicted that the global luxury tourism market will reach $ 1.2 trillion by 2027. However, it’s unclear to what extent COVID-19 could derail that. According to New World Wealth, the luxury hospitality sector “is one of the most important sectors in Africa as it brings a large amount of foreign exchange spending to the continent”.

South Africa, Africa’s leading luxury tourist destination, is preparing to welcome African and foreign exhibitors during Africa Travel Week 2022, scheduled for April next year. The conference is part of larger efforts to spark a post-COVID resurgence of travel to the continent.

Cape Town, a major luxury tourist destination in South Africa, will host the conference. The event will showcase current tourism investments across the continent, including in health and safety protocols to welcome international visitors and renewed partnerships with local and international organizations to revive tourism on the continent.

“Africa Travel Week is the perfect platform to show the international market how our tourism industry has adapted to its times and improved from our already world-class offerings,” said the Executive Mayor of Cape Town. , Dan Plato, in a statement.

In North Africa, Moroccan tourism authorities predicted in June that the country would fill 3.5 million seats by the end of September after starting to reopen air travel by reducing transport costs to facilitate the return of Moroccans residing in abroad. This decision caused a mini-boom in tourism. Popular hotels that target high net worth individuals in Marrakech are reported to have occupancy rates of up to 100 percent.

UNWTO Group of Experts predicts an upturn in international tourism in 2021, mainly in the third quarter of 2021, driven by confidence-building initiatives, easing travel restrictions and prioritizing vaccination of key workers in tourism markets.

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