Kenya Tourism Board

Challenge: Following a period of safety‑related perception issues and an over‑reliance on the Maasai Mara in consumer awareness, Kenya needed to rebuild confidence in the UK and Irish market and broaden understanding of its wider tourism offering. The goal was to increase arrivals, spend, length of stay, and regional dispersal by showcasing coastal, adventure, and lesser‑known safari regions to both trade partners and consumers.

Role: As part of Kenya’s UK and Irish representation team, I helped develop and deliver an annual programme spanning trade training, joint marketing campaigns, direct‑to‑consumer activity, events, and targeted brand partnerships, including a collaboration with Grind Coffee. I conducted regular sales calls to support conversion, ensured alignment with high‑value trade partners who were most appropriate for our objectives, and represented the destination at key events such as Experience Africa, WTM, Rutland Birdfair, and embassy‑led engagements. Alongside this, I oversaw both b2b and b2b2c marketing campaigns designed to hit new, but relevant, audience segments.

Outcome: Kenya achieved increased arrivals, stronger regional dispersal beyond the Maasai Mara, and longer average stays, supported by improved trade confidence and more diversified consumer demand.