Press Release

13/01/2016
30 million SMS campaign
The Ministry of Tourism has launched a Kshs 30 million SMS campaign to woo in
domestic travelers as part of its recovery strategy.
At the same time, the government will soon be unveiling a collaborative strategy on
tourism promotion with the county governments to enhance tourism product diversity in
the country.
Speaking during the SMS campaign launch in Mombasa, Tourism Cabinet Secretary
Najib Balala said marketing of countrys products has to be holistic with collaboration
from the private sector and the county governments.
Balala pointed out that counties under North Rift Economic Bloc (NOREB) and Jumuia
ya Pwani have tourism promotion opportunities and will be the first entry to ministrys
engagement with the county governments.
He said the SMS campaign will have a direct impact on domestic tourist numbers as it
supports the ongoing efforts to position the countrys tourist attractions to the local
audience.
Kenya Tourism Board (KTB) Managing Director Muriithi Ndegwa said the eight-week
campaign will see couples and individuals win prizes during the campaign which will
include two nights and three days to various attractions.

He said there will be a grand prize for two people for five nights with a flying package
either to Maasai Mara or Samburu. To register for the competition, one will be required
to send his or her name to 21888.
The CS said the campaign will add impetus to the ongoing Tembea Kenya Campaign
seeking to encourage more Kenyans to tour their country and sample its diverse tourism
attractions.

He added that already a tender on further promotional campaigns to targeting the

domestic market floated out for the bidders to send through their concepts.
Domestic tourism, he pointed out, has been on a steady growth with bed nights
occupancy recording about 46% percent up from 41% in the past years.
This is indicative of the fact that the sub-sector has the potential for further growth and
therefore a cushion to the industry especially during hard times he noted.
He called on the hotels to offer affordable packages to the local market as a cushion
during low season.
At the same time, Balala thanked President Uhuru Kenyatta for his directive on visa fee
waiver for children below 16 years and the capping of park fee at 60 USD.
These, including the Kshs 1.2 billion charter incentive are major boost to the tourism
sector and that is why I have called on the private sector to give full support to the
implementation of the process, said the Cabinet Secretary.
He disclosed that he has already initiated discussion with Narok county government for
the review of their park fee in the light of the upcoming review by Kenya Wildlife Service
(KWS) owned parks.
For more information contact communications@ktb.go.ke