WORLD TRAVEL MARKET NEWS
Exclusive Global downturn stalls the recovery of Kenya’s tourist economy
Kenya pins its hopes
on the Obama eff ect
Michelle Perrett
michelle.perrett@rbi.co.uk
Kenya tourism minister Najib
Balala has admitted the recovery
of the tourist market to the
country has been dented by
the global credit crisis.
Balala admitted tourism
fi gures are still 30% down on a
year ago but said this is also
against a backdrop of 2007,
which was a record year for Kenya
in terms of tourist visitors.
Balala said: “As a result of
the global credit crunch, there
has been a slide back.”
Kenya suffered political
riots earlier this year following
a dispute over the presidential
elections at the end of 2007. A
new political alliance has
helped to stabilise the country,
leading to a slow revival in
tourist numbers.
The minister remained upbeat
and predicted the country
will see a 10%-15% increase in
US visitors as a result of Barack
Obama’s victory in the presidential
election. Balala said
Obama’s image is positive for
Kenya. “Kenya has produced a
great leader with the prospect
of change for a better world,”
he said.
IN BRIEF
SEEK A GLOBAL APPROACH
World Travel Market chairwoman
Fiona Jeff ery said travel should not
ignore the fi nancial tsunami thrown
at it. Fewer holiday packages will be
sold and those that are available will
cost more, she argued. Travel should
seek a global approach to address
how to move towards sustainable
growth.
MORE TO LAS VEGAS
Las Vegas’s marketing strategy to
highlight attractions other than
gambling is paying off . The
destination started focusing on
www.travelweekly.co.uk
Barack
Obama’s
victory in
the US has
revived
tourism
interest in
Kenya
Obama’s father was born in
Kogelo in the west of Kenya
and Obama’s recent victory has
already revived interest in the
destination.
Despite the economic situation,
he is positive about the future
for the destination as “not
only the Obama effect but our
strong marketing strategy” has
contributed to its revival. Its future
will be helped by currency
exchange rates and fuel costs
falling, he said.
He added: “We want to
open new national parks and
bring a cultural product to
areas such as Lake Victoria.”
attractions such as entertainment,
cuisine and sports events two years
ago, according to Las Vegas
Convention and Visitors Authority
president and chief executive Rossi
Ralenkotter.
BERMUDA PLANS ON HOLD
Bermuda is postponing the launch of
new marketing and advertising plans
in the UK until it has secured extra
fl ights between the two countries. The
decision comes after the failure of
Zoom Airlines, which was running
fi ve fl ights a week in summer and up
to three in winter.
EGYPT AND UK IN AD DEAL
The Egypt State Tourist Offi ce is to
team up with UK operators for the
fi rst time for a consumer advertising
campaign in January. The co-branded
adverts, with operators including
Thomas Cook and TUI Travel, will
appear in the press and on posters.
Mystery Shopper Can Southend-on-Sea
agents deliver a trip to Turkey? page 34
The minister is working
with UK operators and met 15
of the main operators, including
TUI Travel, last Friday.
Kuoni managing director
Nick Hughes said consumer
confi dence in the destination
was increasing but agreed the
credit crunch was stalling the
resurgence of tourism.
Somak Holidays has introduced
fi ve Kenya tours celebrating
Barack Obama’s heritage.
The tours give clients the
chance to visit Obama’s father’s
birthplace.
> To see Kenya tourism
minister Najib Balala and
Kuoni managing director
Nick Hughes talk about the
future of Kenya, watch TW
TV at www.travelweekly.
co.uk/wtm2008
Aldi to sell
holidays
online
Discount supermarket Aldi is
to launch an online travel
agency in the UK offering
discounted holidays.
The site will go live in January
2009 following the success
of a similar operation in Austria,
which has sold one million
holidays since 2003.
Alditravel.co.uk will feature
product supplied by Austrianbased
tour operator Eurotours
and will include three to fi vestar
summer sun products.
City breaks, ski and cruise holidays
will be added later. The
site will offer six hand-picked
deals every fortnight, which
will be advertised on leafl ets.
All fl ights, hotels and transfers
will be covered by supplier
failure cover, which will be included
in the price. Aldi group
buying director Sarah Butler
said: “Aldi shoppers are used
to checking their leafl ets for
bargains and now they will be
able to look for holidays.”
The site will have call centres
in Vienna and Manchester.
November 14 2008 | Travel Weekly | 7
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