Hot on the heels of Ghana’s successful 2019 “Year of Return” with 1.1 million visitors and $3.3bn impact, Kenya and South Africa have launched similar programs to boost tourism recovery. Both countries are focused on attracting North American visitors as the uptick in COVID-19 restrictions continues.
real deal kenya
The Kenya Tourism Board (KTB) has launched the first phase of its ‘Real Deal Kenya’ campaign.
The programming aims to highlight the best of the country’s wildlife, culture and adventure activities. The campaign includes a digital push in North America, launched by media buying agency Dalh-Mac Group in partnership with Sojern and a partnership with Kenya Airways. The Kenya Airways association offers flight booking options and partner travel itineraries suitable for different interests and budgets. Travel partners include Africa Answers, African Travel, Audley Travel, G Adventures, Goway, Intrepid and Kensington Tours.
“Kenya Airways is proud to partner with the Kenya Tourism Board,” said Julius Thairu, Kenya Airways Director of Business and Customer Service. “As part of this campaign, we have offered customers the benefit of discounted fares on the non-stop flight between New York and Nairobi.”
“This is not only a very timely and relevant initiative, but also an important part of our strategy to attract visitors from abroad, as we regain our stability from the impact of the COVID-19 pandemic,” said KTB CEO, Dr. Betty Radier.
A 32-second video recently shared on the Magical Kenya YouTube channel highlights the beauty of the country’s landscape, people and culture.
Check it out below:
Endless US tourists
Meanwhile, Cape Town and the Western Cape are aiming to capitalize on the lucrative US market through their “Endless US Tourists” campaign. Three Americans immersed in the country’s nature, culture, and food and wine experiences are the focus of the campaign. Each spotlight aims to share the authentic perspectives of American expats who came to the Cape and never left.
Wesgro, the region’s official tourism promotion agency, will expand its reach through a media partnership with Expedia.
In a statement about the series, Wesgro CEO Wrenelle Stander said: “American travelers are known for their high-spending, multi-generational trips, often seeking the bucket-list trip. The United States is also one of the largest markets for the Cape in terms of cruise passengers. With our industry gearing up for the next excellent season, I believe the Western Cape will deliver on this ‘ride of a lifetime’ brand promise.”
The Neverending Tourist series of digital campaigns released its third promotional video, which is shared below.
Unlike Ghana’s “Year of Return” initiative, which specifically targeted members of the African diaspora, the Kenyan and South African campaigns appear to be a broader strike to appeal to the general market.
For more information on Kenya’s “Real Deal Kenya”, visit realdealkenya.com.
Related: 20 must-see tourist attractions in South Africa, according to South Africans | What it’s like to be a black American in Nairobi, Kenya
