PARTNERSHIPS FOR SUSTAINABLE DESTINATIONS

KENYA TOURISM BOARD

Destination Marketing

KTB is the national destination marketing agency mandated to market Kenya as the tourism destination of choice in local,

regional and international markets.

Role of Marketers…

Sustainability Marketing…fulfilling customer needs

• Sustainability marketing endeavors to deliver greater value to customers and ensuring that the brand remains viable over time (strong brand positioning) – the philosophy carries the day over war, terrorism, economic downturns, etc

• Customer empowerment – the more they learn about the process involved in ensuring they have a good experience, the more empowered they become.

• Businesses thrive – you can charge a premium for the competitive edge

Sustainability Marketing…fulfilling customer needs

• Sustainability gives marketers as easier vehicle – word of mouth

• Recognition to sustainability efforts positions the company for the destination – brand associations

• Sustainability gives destinations and businesses social capital and hence consumer confidence.

• Marketers feed customer insights into company’s/ destinations sustainability strategy and then communicate the organization’s/ destination’s sustainability credentials to the customers.

Sustainability Marketing…fulfilling customer needs

• Growth in CRM – moves from loyalty to company to loyalty to issues, agendas, practices, destinations hence forming well targeted constituencies

• Customers are driving much of the change towards sustainability in diverse industries – cottage industry, water, power, etc.

• Making the guest the beneficiary to sustainability – therefore making the customer first.

• Moves from competing to be the best to competing to be unique – remain appealing. (Move from mitigation to differentiation). You will not compete with competition, so you will always be ahead, not catching up

Consumer demand…

• Sustainability is the new norm

• Consumers more aware of sustainability issues

• CSR is now a basic requirement as companies move beyond to tackle wider societal issues. Consumers now need involvement in issues

New markets…

“Millenials (Born between 1977 & 1998) are catching up with the

baby boomers, showing signs of major shifts in sustainable

behavior with higher expectations of sustainability being

incorporated in the whole product, as opposed to one or two parts of the production process”

(CIM, 2015).

Trends…

KTB’s Sustainability Initiatives…

KTB Sustainability Committee

• KTB has established a Sustainability Committee drawn from key departments.

• The Committee drives KTB’s sustainability agenda & is guided by a comprehensive sustainability policy who’s key focus is on:-

• Sustainability reporting and messaging• Environmental conservation• Education and empowerment• Social responsibility • Culture and heritage preservation

Partnerships

Partnerships is key. Some of KTB’s key partners include:

• Ecotourism Kenya• Friends of Karura Forest• Counties: e.g. Samburu, Lamu & Marsabit• GTTP –EA• Just a Drop – UK• STTA• STI• TIES• Responsible Travel

KTB interface with Sustainability

Mentoring future leaders...

Karura Forest…

Fighting Drug Addiction..

Spreading the tourism pie to Northern Kenya

Healthy Living…

Kenya, Taking the Lead

Sustainability Challenges for Kenya…

Kenya is ahead in many aspects of sustainability. However, challenges abound.

• Converting customer intentions into actual behavior• Articulating Kenya’s sustainability selling

proposition: Policy • Mainstreaming sustainability to cater to wide

variety of consumers from budget to luxury travellers

• Insecurity. Sustaining the industry despite the crises

• Surviving beyond the 5 year elections Cycle• Regular product innovation to cater for dynamic

customer needs e.g. the millennials, • Incorporating Counties in the sustainability agenda

Moving forward…• A lot is being done by:-

• Individuals • Organizations• Associations• Government

• Need for destination approach to have more impact.–Harnessing the power of the

collective where1+1 = 3

Moving forward…• Define key sustainability issues for Kenya• Collaborate on destination-wide initiatives• Collaborate with global sustainability like

minded bodies• Share best practices as we put together

the fabric of Kenya’s unique sustainability story.

• Encourage all players so that it is not seen as “elitist”

• Generate annual sustainability reporting

Final Thoughts

KTB is looking forward to collaborate

more with like minded organizations

to position Kenya as a responsible & sustainable

destination of choice.

Thank you

gogreen@ktb.go.ke jacinta@ktb.go.ke