Study reveals need to diversify tourism sector

Study reveals need to diversify tourism sector

A diverse tourism product development which is more appealing to the modern day tourist, development of infrastructure and changing the marketing strategy is envisioned to transform the tourism sector in the country into a world class destination.

Cabinet Secretary for Tourism Najib Balala says this is based on a research done by two international consultants whose findings will be rolled out in the next three months.

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The ministry of tourism recorded a 20.3 percent growth last year to post earnings of 120 billion shillings which was an improvement from 99.69 billion shillings posted in 2016.

Over the years, Kenya has been offering a limited tourism product that is mainly based on beach and wildlife tourism.

The research has however identified four key areas that can transform the tourism industry into a world class destination and among others recommends expanding the tourism product development to fit the demand of the modern day tourist, development of infrastructure and changing the marketing strategy to grow tourists numbers.

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Balala says the key strategies will be rolled out in three months’ time. He noted that some of the investors such as Hemingways , Medina palms and Dream gardens in Watamu and Malindi have begun embracing the strategies by upgrading their resorts.

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He also said his ministry is also coming up with a beach strategy adding that they have identified five zones in the Coast to begin developing the beach tourism product.

The zones identified include Diani, Mombasa, Watamu, Malindi and Lamu.

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