CAS Tourism and Wildlife Joseph Boinet (second left) Victor Shitaka KCTA chairman(left), DR Betty Radier KTB CEO (right) & Hasnain Noorani (KCWG) chairman during the Kenya Coast Brand Identity launch
Mombasa, Friday, 30th October 2020: The private sector continues to play a key role in the implementation of destination management and the revival of the tourism sector in Kenya.
This was said by the Chief Administrative Secretary (CAS) Ministry of Tourism and Wildlife Joseph Boinet during the launch the Kenya Coast Tourism brand identity by the Kenya Coast Working group (KCGW) and Tourism Stakeholders from the Coast Counties.
The launch involved the unveiling of the brand representing the Kenyan Coast and its various sub-brands of Mombasa, Lamu, Malindi, Watamu, Diani, Tsavo and Tana River with an aim of repositioning the Kenyan Coast as a destination of choice.
“This is a great journey that we are undertaking – a journey that commenced in 2018 when KCGW was established by the Ministry to implement the Tourism strategy in the Kenyan Coast. Today’s launch will be crucial for the development of tourism not only in the Kenya coast tourism, but also the entire country. The differentiation of the tourism circuits is part of our broad strategy to promote Kenya’s diverse tourism industry. I commend the private sector especially for playing a great role in this journey” Said Mr. Boinett
He commended all the stakeholders for their commitment in enhancing visitor experience in the region especially during the covid-19 period. “This region has not realized its full tourism potential due to a number of reasons such as the lack of product differentiation in the various destinations and challenges of insecurity in some areas which go on to affect the entire region. We want to change this going forward for the Coast to realize its full potential.,” he added.
“We are here today to revamp and create awareness of the Kenyan Coast and its various brands that make it unique and diverse. This will be crucial in a our efforts to market the destination by repositioning the Kenyan Coast as a destination of choice,” she said.
“When people think about the Kenyan coast in terms of tourism, the first thing that comes to mind is the beach. But the Coast is much more than this, it is about fantastic cuisine to suit all, culture, history, art, good weather and fantastic hospitality. This is what we want people to see when they make their choice for travel,” added Radier
Group Managing Director, Pride Group and Kenya Coast Working group chair Hasnain Noorani said that the launch would be instrumental in repositioning the coast while also giving a good platform to the trade partners to market their products and offerings at the coast.
Going forward, the rebrands will now market their destination, showcasing their product offerings using all media to ensure that the destinations remain top of mind once travel resumes fully.
KCWG was formed in December 2018 by the Ministry of Tourism & Wildlife to rebrand and reposition the Kenyan Coast as a destination of choice. The organization is composed of tourism industry players from the coastal region. Kenya Tourism Board and Kenya Coast Tourist Association (KCTA) is a member of the KCWG.