The government has urged private sector players in the tourism sector to take a more proactive role in formulating strategies that can maximize the potential the sector has in the economy.
Tourism Principal Secretary John Ololtuaa said tourism products and experiences were largely in the hands of the private players and called on collaborative efforts towards increasing the value and volume of tourism by spreading experiences and products across the country.
The PS further urged tourism providers to expand their product offerings to deliver unique, authentic Kenyan travel experiences to travelers to ensure that the destination remains competitive in the ever-changing tourism landscape.
He said this during the unveiling ceremony of the third collection of the Magical Kenya Signature Experiences (MKSE) held to recognize outstanding tourism offerings among Kenyan travel industry players. During the ceremony, 17 new facilities were recognized adding to the collection which now has 61 signature tourism products.
“In 2015 a Tourism Taskforce was formed to identify and address challenges ailing the tourism industry such as increased competition, seasonality, getting stuck in the middle of the safari business, and perceptions around insecurity and affordability of the destination. The MKSE program bridges this gap addresses the seasonality issues and ensures that Kenya remains a competitive tourism Destination,” said PS Ololtuaa.
He added “In a world that has shifted toward the experience economy, tourism should not be left behind. Our consistent message has been to showcase more of Kenya to all. We encourage all stakeholders to embrace this shift, innovate, and enhance what we offer to the modern traveler. Together, we can shape the future of Kenyan tourism into a realm of unmatched experiences.”
The Ministry of Tourism and Wildlife through the Kenya Tourism Board (KTB) launched the Magical Kenya Signature Experiences (MKSE) Program in December 2019 in collaboration with trade partners such as KATO, KAHC, TOSK, and Ecotourism Kenya among others.
Through this Program, facilities and organizations are required to provide value addition to their offerings through exceptional travel experiences to the traveler. The unveiling ceremony marked the beginning of a journey to deliver diverse tourism experiences in Kenya.
“I am glad to unveil the seventeen (17) new experiences today to add to the Signature Collection. Our goal was to grow and diversify our products to ensure that we are a cut above other destinations and to also have products that offer an outstanding experience to suit today’s demanding traveler. I congratulate all the winning facilities for participating in the Program and adding an extra layer of Magic to what Kenya has to offer Kenyans and the world.” Ololtuaa.
In 2019, fifteen inaugural MKSE facilities that met the required criteria of a Kenya signature experience were recognized. The second phase- unveiled in 2021 recognised 29 experiences.
Kenya Tourism Board (KTB) Chairman Francis Gichaba noted that while traditional products remain popular, in a fast-paced world, the demand for new and more products has been rife which has prompted the Kenyan government to channel its focus towards improving tourism-generated income with respect to seasonality.
“To fully support the tourism industry, diversification of tourism products will be key in opening up non-conventional markets such as Adventure tourism, Agro-Tourism, and Wellness tourism among others which are recording steady growth in other parts of the world.
Kenya has curved her niche as a competitive destination with rich and diverse experiences across the country, available throughout the year and fit for different travel segments. Through this Collection, we are able to show the world that Kenya has a lot more to offer beyond the iconic wildlife safari and the pristine sandy beaches for both the repeat and first-time visitors.” Said Gichaba
The newly recognized facilities will have their products and experiences marketed for local and international travelers through FAM trips, exhibitions, collaborative initiatives, events, and training to provide extra visibility while driving conversion for the respective companies.
KTB Ag CEO John Chirchir noted that “sector players will need to be aware of the emerging trends and incorporate them in their business strategies; they include search for authentic & immersive local travel experiences, slow travel, outdoor experiences to connect with nature, and the need to leave a positive impact in the destinations where they visit. I encourage businesses and individuals who are in the tourism space to participate in the subsequent Magical Kenya Signature Experience recruitment drive,” Said Chirchir.
To be part of the Program, facilities are required to fill out a pre-qualification Quiz, which has a set of 10 questions. The next stage involves filling out of an application form followed by desk and on-site audits. Those who meet the requirements are then enlisted into the Magical Kenya Signature Experiences (MKSE) Collection.
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