Kenya has launched a Coast Brand Identity representing the Kenyan Coast and its various sub brands of Mombasa, Lamu, Malindi, Watamu, Diani, Tsavo and Tana River with the aim of repositioning the Kenyan Coast as a tour destination of choice.
The Chief Administrative Secretary Ministry of Tourism and Wildlife Joseph Boinet during the launch said this would help in the development of tourism on the coast.
“This is a great journey that we are undertaking – a journey that commenced in 2018 when Kenya Coast Working Group 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 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.
Kenya Tourism Board CEO, Dr Betty Radier noted that the rebrand is key to showcase the diversity of Kenya’s tourism offering to the discerning traveler.
“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 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