The Government will implement a comprehensive tourism marketing programme aimed at increasing both the number of tourist arrivals and earnings per tourist. The interventions will include:
- Implementation of the tourism market recovery programme;
- Global brand advertising campaigns to build global awareness of Kenya;
- Market consolidation or penetration in new and emerging markets with special focus on BRIC (Brazil, Russia, India, and China);
- Enhanced market segmentation to attract higher yield tourists; and
- Focused product promotion and activation with priority given to Safari, Beach, Culture, Sports; and heritage sites tourism products.
