Rebuilding tourism for the future: The road ahead with KTB boss John Chirchir

By FFM team

Kenya’s tourismindustry is booming once again, with international arrivals tipped to match thepre-pandemic levels.

The Managing Editor of Financial Fortune Media Steve UMIDHA recently had a chat with the acting Chief executive of Kenya Tourism Board (KTB) Mr. John Chirchir who expressed confidence that international tourist visits could surpass the 2019 numbers – when the sector reported its best performance in as many years, with 2.05 million arrivals and contributed US$ 1.76 billion in revenues.

It is estimated that the country lost in excess of Sh150 billion in tourism earnings to the Covid-19 pandemic in 2020 alone, as world’s tourism sector lost at least $1.2 trillion(Sh130 trillion), or 1.5 per cent of the global gross domestic product (GDP),according to figures published by UNCTAD on July 1, 2020.

The good news is airlines have fully returned to the skies with the hope of recovering from the 2020 forfeiture.

Here are the excerpts from the interview;

Q: Last year marked animpressive period for the tourism industry where some 1,483,752 foreigners visitedthe country for holiday and meetings, and brought in Sh 268.09 billion in revenues. What is your prediction for 2023?

Ans: Looking at last year and this year so far, actually in terms of tourism performance, we are very happy to report that our private sector, whom we get our signals and data from, are very happy,first of all, with the high season that has started well, and businesses arethriving at this moment, hotels, tour companies, restaurants and places wherepeople visit for various activities and experiences.So, they have expressed joy that tourism has rebound and it is working for them.

Yes. In terms of numbers? So, we are looking to close at 2 million international arrivals and have also increased uptake of domestic tourism, which we expect to be at 6million bed nights. Yes, so that is quite positive, showing that Kenyans have embraced the culture of travel, relaxation and adventure as part of their norm,facilitated of course by enablers in transport in terms of awareness of which attractions, which resorts, areas can they go to take a holiday.So that has been good.

Q: Are we close to matching the 2019 numbers?

Ans: So, we believe that we will be closingat par to the year 2019, which was the highest arrival for Kenya so far. And for some businesses, specific businesses, it may actually exceed. But overall, as adestination, we will be closing at full recovery. That is our expectation.

Q: What gives you the confidence?

Ans: We’re also looking at the aspect ofbusiness, in terms of meetings, conferences, events, and even festivals. These have continued to be attractive. A quick example in terms of an issue of sportstourism. We saw the World Rally Championships, which attracted many Kenyans. Butalso, we saw quite a number of rain visitors coming to Kenya for that event. Wesaw Zimbabweans, Ugandans, Tanzanians and also people, visitors from Europe. So,this was quite good.

Yes. So, you believe the 2 million foreign arrivals and 6 million capacities will be boosted by domestic tourism?

Yes. Domestic tourism actually has been a key component and we were able to open our eyes and see how important it is during COVID because as travel opened up and counties by counties open up for travel, we were able to see domestic tourists supporting Kenya in terms of tourism, going to places they have been to and places theyhave not been to, discovering new opportunities, new exciting areas by youth,by family, and even businesses.

So, conferences did quite support our attempts, and these are conferences by the private sector,NGOs, as well as the government, for which we are very happy, a critical role, not only as a big component of tourism, but even at county level tourism. We have increased urbanization taking place, increased investment in facilities that support tourism, whether it’s conference venues at hotel level, stadiums being developed for sports and events. We have festivals which are being planned by various countries.

And these are becoming attractive, even for domestic tourism, especially events for which the younger traveler, the new generation traveler, is looking at.

So those have become exciting. Also, we’ve seen groupings of domestic tourism coming up. We have thefamily set up, where they go on holiday, especially during when schools are closed.But we also have young people who are coming together and ganging up, young, let’s say groups of men who are into adventure.

They get on their bikes and they go somewhere. They just drive off in their four-by-four vehicles or famously the Subaru boys, yes.es, we have hiking,we have church groups which are organizing youth into adventure and also instilling value systems in them. So, there are many areas and arrangements that have come and they form themselves in a beautiful way that at the end ofthe day they support tourism.

We have class 8s inmost of the Nairobi and urban settings and even the rural settings. Going to places they have never been to where they just have been learning from school and heard of. And in order to motivate them, we’ve seen schools taking them somewhere.

It could be Mombasa, Masai Mara, or a town somewhere for a day excursion or a two- or three-day experience.And they come back really feeling strong, feeling that they can face the exam and something like that. So those are some of the examples where domestic tourism is really taking up women, solo travelers, group, chama.

They just sort of challenge themselves, where are we going this weekend and what activities arewe going to have? And one or two of them have ideas which are taken up by the group and they go. So, we’re in a space where these organized travel by two operators and travel agencies put a package, even some hotels, they put a package and you either drive to or fly to take aGR and arrive at the destination.

We also have thosewho are independent travelers talking among themselves and really enriching the conversation of where to go, what experience will they have, how long will they stay.

And these are continuing to increase, especially in digital spaces.So, we see domestic not only growing, but becoming important across the segments of different pricing levels. It could be premium, it could be the mid-level, or it could even be budget travel.

So, all these aretourism experiences that speak to the needs of various travel groups. But weare very confident and seeing the future offering a lot of promise in the sector.

Q: How do you (as a destination) intend to sustain this in terms of affordability and pricing?

Ans: For domestic tourism, affordability does play a key role. And here the design is more on the cost and access to the experience or to the activity.

So, this is where now what the tourist wants should be put in such a way that they are accessible to them, affordable to them and information available so that they know when to gofor it.The pricing level maybe different but we know that there are options for the domestic traveler either by season or by the type of the variable areas they are able to look at.

It could be that they will go for the main experience, but look for alternative accommodation that suits their pocket.So that would be my take in terms of affordability, because the experience itself, they will not be able to exchange it for anything else. But there are non-negotiable elements ofthe experience which they want.

If it’s going to thecoast to swim, they’ll go to the coast to swim. If they are going, let’s say,somebody is leaving a certain town to come to Nairobi for shopping, then they will come for shopping. But the elements that now they are able to sort oftrade off are other areas around that travel.

So, affordability will now impact on the areas of travel, probably not directly with regard to that element that you had mentioned.

Q: So, between now and December, what do you think we need to do to get to 2 million? In terms of marketing, are we doing better? Have we improved from the previous years interms of our marketing strategies?

Ans: Yes. In terms of marketing, some of the bookings are done well ahead of time, especially if it is from visitors coming from international markets. So, most of the reservations will have already been made.And the indicators for now is that the season is quite promising.

It is good. Most accommodations have been booked ahead. Most seats on aircrafts, SGR, and tour vans or 4x4vehicles, most of them have been booked in advance.However, for us, we must continue marketing because this is actually the time when we should speakto the next audience that is coming at a different sort of season. First of all, ensuring that they understand Kenya is a year-round experience.

It is not because of the migration that is happening in the Mara. Nonetheless, the migration is an iconic experience that is known the world over, for which Kenya has derived alot of equity from it. But for those who have interest in wildlife, they’ll still find, they’ll visit Kenya and find, and really be, find that wonderful experience still here, irrespective of the month that they come in.

If you goto the Maasai Mara, Amboseli, Tsavo national parks, they are resident wildlife species that are diverse, and that experience will be good.Second point is that the number of visitors will be a bit less so to speak and it improves the experience.

So that is our message. We paint a picture for them that Kenya is this wonderful destination that will meet your needs in terms of wildlife,culture, heritage, nature and activities and experiences.They are mechanisms that we are doing. So, we are having digital campaigns to speak to individual consumers.

We have travel agents’ engagements where we are telling them these are the best offers for this season and targeting them. Also, we’ve really seen airlines increasing to Kenya in capacity, as well as new airlines that have come in. We have Fly Dubai, which is coming in, Indigo which we receivedon Saturday morning with a capacity of 187 seats.

So, these are some ofthe great things that are happening to our destination. And Kenya, especially Nairobi, continues to be a hub as well as coast, continuing to be very strong interms of a beach destination, not only for African travelers but also international travelers.

We are known for a very great beach experience thathas strong nature, culture, cuisine, relaxation, supported also by wildlife that is close proximity to the region, Shimba Hills, Sarova and many other experiences across the Kenyan coast that really are great, because every beach,right from the north in Lamu down to the coast, Diani and below.

Every tourism destination at the coast is different.We have Mombasa whichis fun, adventure and business. We have Diani which is great for family,relaxation. Ugandans love it for their honeymoon.

And all those ones speakto the diversity of Kenya destinations and experiences that can be had invarious places. So, ours is to invite visitors into Kenya, promising you a magical experience with really people who are willing to give you the greatest hospitality on earth. And like our Excellency, our President says, Kenya is home. Kenya is home. Science actually speaks to that and confirms that Kenya is the origin ofhumankind.

So, we are coming back home to experience what we have in Kenya,mingle with our people. They are very entrepreneurial. We have a diversity ofcultures, various communities from various areas of the world.

We have Indians,Europeans. We have a heritage that is really strong, almost with many of thecountries from Europe, India if you consider, and we find linkages and goodrelations with the international world because we are home to really thepopulation of the world where we come from.

So, my take is that wehave a facility, we have a destination that is great for tourism business andwe have the facilitation right from the markets.

We have travel agentswho have been to Kenya, those who have sold Kenya really for a long time. For repeat visitors, we welcome you back.

For those who like to have moreinformation, really getting in touch with a travel agent or going online and finding this information and what speaks to you, see what has been rated ashigh, if you are not sure of that experience and then seek more information,confirm your booking and we are going to really welcome you with a magical experience to Kenya.

Q: Why are we losing most of thetourists to destinations like Kigali particularly on MICE activities?

Ans: I would say that mice are still strongfor Kenya and actually it’s a strong opponent, contributing about 30 percent ofthe tourism business into Kenya. We will continue to market mice and position Kenya as a mice destination. We will continue to market mice and position Kenya as a MICE destination. We have facilities like KICC for which refurbishments are already ongoing.

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