Kenya Taps Diaspora Power to Boost Tourism in 'Ziara Kenya' Campaign

Kenya has launched an ambitious initiative to boost tourism by leveraging its vast diaspora community.

The Kenya Tourism Board (KTB) is spearheading the campaign, dubbed "Ziara Kenya: One Diaspora, One Tourist," which aims to harness the influence of over 4 million Kenyans living abroad to promote their homeland as a premier tourist destination. This campaign will work closely with Kenya's diplomatic missions worldwide. KTB Chief Executive Officer June Chepkemei emphasized the crucial role of Kenya's 66 embassies and consulates in this initiative, which is expected to significantly increase tourism numbers in the coming years. The campaign reiterates the critical role the Kenyan diaspora can play in showcasing the country's unique attractions, including its wildlife, rich cultural heritage, and breathtaking natural landscapes.

Kenyans living overseas are encouraged to act as ambassadors for their country, promoting tourism opportunities within their personal and professional networks abroad. The initiative aims to help Kenya achieve its ambitious target of welcoming 5 million tourists annually by 2027, a substantial increase from the current 1.9 million. To incentivize diaspora involvement, KTB, in collaboration with travel partners, will offer personalized travel packages and rewards for referrals. This grassroots approach seeks to create an organic network of "tourism ambassadors" who will advocate for Kenya as a must-visit destination.

The Ministry of Foreign Affairs has pledged its support to ensure the effective implementation of the campaign. Political and Diplomatic Affairs Director General Eliphas Barine affirms that the ministry will help align Kenya's tourism strategy with both regional and global tourism goals. Barine highlights that Kenya's tourism offering aligns with larger continental initiatives such as Africa Agenda 2063, which promotes greater unity and self-reliance within African nations. As African tourism continues to grow, Kenya is well-positioned to capitalize on the continent's vast untapped opportunities. The country's travel sector is diversifying beyond its renowned wildlife safaris into cultural and eco-tourism, beach holidays, and adventure travel.

According to the World Travel and Tourism Council, the African tourism sector is expected to grow at a compound annual rate of 5.8% over the next decade, outpacing the global average. This growth presents Kenya with the opportunity to attract tourists from both traditional and emerging markets across Africa, Asia, and the Middle East. The Ziara Kenya campaign aims to harness these trends by encouraging Kenyans abroad to promote the country not only to foreign nationals but also to fellow Africans who are increasingly exploring new travel destinations on the continent.