In a bid to boost tourism and economic growth, Kenya’s Tourism and Wildlife Cabinet Secretary, Dr. Alfred Mutua, has called upon the East African Community (EAC) partner states to collaborate and market the region as a unified tourism destination.
The appeal was made during the official opening of the 3rd edition of the East African Regional Tourism Expo (EARTE) and the 13th edition of the Magical Kenya Tourism Expo (MKTE).
CS Mutua emphasized the need for an integrated tourism marketing strategy within the EAC region to enhance competitiveness, attract more tourists, and ultimately increase earnings. The Cabinet Secretary highlighted the significant potential for growth by comparing tourist numbers to the respective populations of Kenya and Tanzania.
“With an average population of about 53 million, Kenya hosted 1.48 million tourists in 2022. Similarly, Tanzania, with a population of 64 million, received around 1.4 million visitors in the same period. We should work towards improving these numbers to ensure that our citizens fully benefit from the tourism sector,” remarked CS Mutua. He emphasized the importance of regional cooperation, suggesting that the EAC should invest additional resources in promoting tourism collectively.
Mutua’s call for unity in marketing efforts aligns with a broader vision to position the East African region as a premier tourist destination. The collaboration could potentially lead to a more robust tourism sector, creating economic opportunities for the citizens of EAC member states.
The 3rd edition of EARTE and the 13th edition of MKTE serve as platforms for stakeholders in the tourism industry to network, share insights, and explore potential partnerships. The events provide a glimpse into the diverse offerings of the East African region, showcasing its rich cultural heritage, wildlife, and natural wonders.
As the EAC continues to navigate the challenges posed by the global tourism landscape, the call for a coordinated marketing strategy reflects a proactive approach to leverage the collective strengths of member states. By presenting the region as a seamless and attractive tourism destination, East Africa aims to not only increase tourist numbers but also maximize the socio-economic benefits for its citizens. The success of such collaborative efforts could position the EAC as a leading player in the global tourism industry.
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