Philip Mwaniki
26 April 2008
Nairobi — If you have been keen over the past few weeks, you must have noticed how aggressive Kenya's domestic tourism marketing is becoming.
Garsen MP Danson Mungatana and his family arrive for an Easter holiday at the Lake Nakuru national park recently. Photo/FILE
From playing golf with the children or friends to hot air ballooning over the Maasai-Mara and dining outdoors in a five-star hotel - this is some of the fun that awaits the domestic tourist as he or she appreciates nature, says the Kenya Tourism Board.
But while the campaign paints the picture of a perfect holiday, there is a spoilsport for many Kenyans - the cost. It is so high that it would perhaps force one to take a hefty bank loan or put many plans on hold.
Much as one would like to take some time off and relax with one's loved ones, only the rich would consider visiting the scenic Maasai-Mara or the sandy beaches of the coast, yet the KTB marketers say they want as many Kenyans as possible to go on holiday.
The Domestic Tourism Council of Kenya (DTCK), a public-private sectors initiative that was launched late last year to build a domestic foundation for the tourism business and reduce its exposure to foreign visitors, has just launched the "Tembea Kenya" initiative.
KTB which markets the country both locally and abroad, has also launched its own "Magical Kenya" campaign.
The aim of the campaigns is to make it possible for many Kenyans to afford at least a holiday a year at any of the many attractions, but this does not seem to be happening.
A night at any of the hotels being featured in the advertisements costs not less than Sh10,000, excluding other expenses.
"I think KTB are approaching domestic tourism in a very bad way; they are targeting people who don't need to be told to go to the Maasai-Mara, they have been there and they do so at will," says Ms Caroline Mukundi, a Kenyan who says she goes on holiday often.
"KTB was supposed to be targeting the middle class who can afford at least one trip in a year.
"We have people going to Naivasha, Narok or Nanyuki on weekends and I have never seen adverts from KTB telling Kenyans that there are such places that are affordable and offer lots of fun; they insist on the Masai-Mara and other high-end places."
Ms Mukundi also wonders why KTB does not give Kenyans alternative offers, and why most of the places they are telling them to visit they pay the same rates as foreigners.
"I think they have a negative attitude towards Kenyans, and they should change," she adds. "Why go to a hotel where I will pay only 10 per cent less than a foreign tourist? It's our country."
Mr Hans van Schooneveld, the managing director of Cinetourism.net, a tourism promotion company based in Malindi, says that everyone has got it wrong about how to promote domestic tourism.
He organises tour packages for Kenyans in Malindi mostly during public holidays, and says KTB and DTCK have ignored a majority of Kenyans and opted for the rich.
"They have no idea how to promote domestic tourism. Look at their campaigns, it's big hotels where you pay over Sh10,000 a night and we know that many Kenyans cannot afford this," he points out.
"They show you people playing golf and that is a rich man's game; they are targeting people who don't domestic tourism since they have money to travel abroad."
Domestic tourism should be something that most Kenyans can afford, and not just a small number who have lots of money, Mr Schooneveld says, adding that his packages are very affordable and "targets the middle-class Kenyans who have something to spare for entertainment, and also for those who can save and afford at least one holiday in a year.
"The last package we had was over Easter when we had a five-day vacation, and people were parting with Sh12,500, inclusive of food and accommodation, and a few extras like a visit to the Malindi marine park. Such a fee is for just one night at those hotels KTB is trying to advertise."
"My next package will be next week when for four days people can come, relax and have fun for just Sh10,000 a person. And that is in Malindi where you get more than you bargain for at a very affordable rate.
"I have been in tourism for over 20 years, and it is a fact that domestic tourism is the highest earner for countries worldwide.
"But here in Kenya, tourism is seen as a preserve for the Wazungu (whites) and this is a wrong perception."
Ms Anastasia Wakesho, the DTCK national chairperson, agrees with Mr Schooneveld and says most of what is being promoted to Kenyans is way beyond the reach of most, and that something ought to be done.
"One way that we are trying to improve on that is through bringing together the different players in the tourism market so that they may be able to offer competitive rates for Kenyans," she adds.
However, she says efforts to this end are being hampered by the interested parties themselves. For instance, she says, hotels do not reveal their rates because of competition.
"We are planning to hold a workshop in which we will give information about the different destinations through the 'Tembea Kenya' campaign, and we also intend to attract local investors to join us."
KTB statistics released early in the year showed that the domestic market contributed up to 27 per cent of the overall bed occupancy last year. Of the Sh65.4 billion earned by the sector last year, domestic tourism contributed Sh17.6 billion.
KTB defends itself, saying that what the media are only one of its many packages to Kenyans, and that they will soon reveal the rest.
Mr Jonathan Mbiyu, the regional marketing manager, says that they have different packages for different people, and that they are not targeting only the rich. "What we do is sell the holiday experience and we do not promote certain hotels," he says.
"This is because we want people to decide where to stay on their own, and we just concentrate on the experience. For example, if you want to watch a camel derby, then you will go to the Mara; if it's kayaking or bungee jumping, there are places to go.
"Our campaign is aimed at encouraging every Kenyan to enjoy the wonders of their homeland, such as seeing dolphins at the South Coast, visiting the Haller Park, going for the Nairobi Safari Walk and the Camel Derby. Our packages are different but they take everyone into consideration."
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