Nairobi — The Kenya Tourism Board (KTB) is urging Kenyans to embrace domestic travel, explore new experiences, and contribute to the growth of the local tourism industry.

The call comes as the “You Deserve A Holiday” campaign has so far sold 108,963 bed nights, generating Sh1.1 billion since it was launched a year ago.

Speaking during the domestic activation drive held at Sigona Golf Club, KTB Chairperson Francis Gichaba emphasized the importance of domestic tourism in supporting local communities and economies.

He noted that while the campaign has already achieved significant milestones, there is still much potential to explore.

“We have seen communities and towns which have come up because of domestic tourism,” said Gichaba.

“This is indeed a transformative phenomenon and speaks of the potential for further growth. We are creating new destinations through the ‘You Deserve A Holiday’ campaign as we encourage Kenyans to explore their own backyard.”

Since its launch in June 2022, the “You Deserve A Holiday” campaign has successfully partnered with over 20 industry stakeholders, including tour operators, airlines, and hoteliers.

These collaborations have resulted in comprehensive travel packages designed to offer seamless experiences for domestic travellers.

The campaign aims to penetrate potential areas within the domestic market and sustain long-term demand for domestic travel through joint marketing initiatives, such as golf tour series, mall activations, corporate visits, church activations, and media promotions.

The campaign has been to various destinations in the country including Nairobi, Machakos, Kisumu, Nakuru and Eldoret through the Magical Kenya golf Tour.

On their part, travel trade partners have shown their commitment to promoting domestic travel and enhancing the overall tourism experience.

Jambojet Ag. Head of Sales and Marketing, Cynthia Otoro expressed enthusiasm about the growing trend of local travel stating:

“It is encouraging to see that people are embracing more local travel more and more. Through this campaign, we’ve uncovered places that people have never known existed,” she said.

“We are proud to be part of the tourism and travel ecosystem as we are able to provide and give access to the hotels, tour operators, and other stakeholders involved in creating memorable travel experiences.”

The campaign is set to continue its activation drives, with upcoming events in Nyeri and Mombasa.

Source: Capital Business

The event, held at the Dubai World Trade Centre, highlighted the crucial role assigned to the city’s tourism sector in driving the success of the Dubai Economic Agenda, D33

Dubai’s Department of Economy and Tourism (DET) held its first ‘City Briefing’ of the year on June 15.

Hosted for stakeholders and partners, the event was attended by Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai, and more than 1,200 top executives from across the tourism ecosystem including aviation, travel, hospitality and retail sectors.

Attendees were given the opportunity to gain in-depth insights into the Dubai Economic Agenda, D33, which was launched by Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to consolidate Dubai’s status as one of the top three global cities.

The event, held at the Dubai World Trade Centre, highlighted the crucial role assigned to the city’s tourism sector in ensuring the success of the 10-year agenda.

Highlights of DET’s briefing

In addition to the focus on the D33 Agenda, the latest data and industry outlook for 2023 and beyond were also shared by DET at the ‘City Briefing’ which was presided over by Helal Saeed Almarri, director general of DET.

Almarri said: “The Dubai Economic Agenda, D33 is a bold and ambitious plan developed under the visionary leadership of HH Sheikh Mohammed bin Rashid Al Maktoum, to create a legacy that will be celebrated by future generations, as we foster a climate of innovation, sustainability and inclusivity to pave the way for a future where Dubai stands proudly among the world’s top three premier destinations. With great optimism for 2023 and beyond, we will press on with determination and a renewed focus on delivering exceptional experiences for our visitors from around the world.”

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, also presented an overview of the industry and shared valuable insights into visitor trends and marketing strategies to the gathering.

He stressed the importance of collaboration with stakeholders and partners to ensure Dubai remains the preferred destination for global travellers and highlighted the various global campaigns that have successfully showcased the diversity of Dubai’s offering, further reinforcing its position as a must-visit destination.

He said that DET’s continuous efforts to promote Dubai across its international markets was directly responsible for driving 57 per cent of the total visitation of 14.4 million international visitors in 2022, generating millions of prospective travellers for the future, especially an anticipated substantial increase in travellers from 2023 to 2025.

These marketing activities, he said, have further influenced 11 million individuals to plan their Dubai trips and also inspired six million people to add Dubai to their ‘bucket list’ of destinations to visit between this year and 2025.

Dubai tourism and hospitality performance showcased

Dubai’s tourism sector delivered a robust performance, for the fourth successive month this year, welcoming 6.02 million international visitors from January-April, an 18 per cent year-on-year increase, compared to 5.10 million visitors during the same four-month period in 2022.

Dubai’s hotel sector reflected an average occupancy of 80 per cent during the January-April period this year, among the highest in the world, exceeding the 76 per cent level achieved by city hotels during the corresponding period in 2022 and nearly matching the pre-pandemic 83 per cent occupancy in 2019.

According to a STR Global Hotel Monitoring Update, Dubai ranked first in occupancy, with a rate of 79.9 per cent, only 2.9 percentage points below the pre-pandemic levels of 82.7 per cent, placing it ahead of other global destinations like London, New York, Los Angeles and Paris. The report also revealed that Dubai ranked first in Gross Operating Profit per Available Room (GOPAR), with a rate of U$145 (Dhs530), just 9 per cent below pre-pandemic levels, followed by Paris ($113) and Singapore ($102) respectively.

Hotel supply reached 148,949 rooms in 814 hotel establishments at the end of April 2023, a 26 per cent growth over the pre-pandemic figures of 118,449 rooms in 722 hotel establishments at the end of April 2019. Moreover, the average length of stay by guests has increased by 13 per cent to four nights compared to 3.5 nights in 2019, indicating Dubai’s appeal as a destination for longer-stay travellers.

According to data from industry expert Amadeus, search and booking volumes for Dubai remained steady from September 2021 to April 2023, with searches and bookings to Dubai during January to April 2023 nearing pre-pandemic levels and especially close to the high numbers seen during the Expo and pre-World Cup 2022 period.

Kids Go Free summer campaign to drive tourism

Kazim discussed the ‘Kids Go Free’ campaign, which aims to encourage families and global travellers to choose Dubai as their summer vacation destination. Hotels, entertainment centres and attractions are participating in this citywide initiative, offering families and children the opportunity to enjoy memorable experiences at attractive discounts and also free of cost for kids all summer.

Kazim provided insights into the extensive in-market activities carried out by DET’s overseas offices and over 3,000 global partners including travel trade and airline partnerships for leisure tourism, international roadshows and familiarisation trips for the travel trade and global media.

Ahmed Al Khaja, CEO of the Dubai Festivals and Retail Establishment, discussed leveraging festivals and events to increase visitation and reinforcing Dubai’s position as an international hub for leisure and business events and the MICE industry. He presented the diverse festivals and events sector in Dubai that are a part of the Retail Calendar including the iconic Dubai Shopping Festival and Dubai Food Festival, as well as the upcoming Dubai Summer Surprises, Eid in Dubai-Eid Al Adha celebrations, and the second edition of the Dubai Esports and Games festival, in addition to retail offers and promotions that residents and visitors can avail themselves of this summer in Dubai.

Stakeholders and partners attending also shared their milestones and positive outlook for the emirate’s plans to drive tourism and the ‘D33’ agenda.

Source: Gulf Business

The Department of Economy and Tourism of Dubai has signed a Memorandum of Understanding (MoU) with Mastercard, with an aim to further accelerate economic growth in the region – in line with the goals of the Dubai Economic Agenda, D33. 

The new ‘Digital City’ partnership between the global payments leader Mastercard and the economy and tourism authority in Dubai enables the city to utilise the company’s multi-rail payments network and data-driven digital commerce technology.

The MoU will lead to the development and implementation of a multi-year digital partnership programme in Dubai. The programme will focus on four key areas:

• Trade and exports growth: The collaboration aims to enable new international trade opportunities for businesses by leveraging Mastercard’s expertise in secure and efficient payment transactions.
• Developing SMEs: The partnership will prioritise the growth of SMEs by providing them with digital tools, resources, and mentorship to foster innovation, competitiveness, and sustainability.
• Attracting and developing talent: Dubai and Mastercard will also work together to attract and nurture Emirati and global talents in the digital sector, supporting the development of a skilled workforce.
• Growing the tourism ecosystem: An aim to enhance the tourism industry in Dubai by improving visitor experiences to become a top-three global destination for visitors in business as well as leisure.

This partnership also falls in line with Mastercard’s vision of powering economies and empowering people, as well as building a sustainable world where everyone prospers.

‘Driving inclusive and sustainable development’

Hadi Badri, CEO of Dubai Economic Development Corporation at DET, and J.K. Khalil, cluster general manager of MENA East at Mastercard signed the MoU.

J.K. Khalil said: “At Mastercard, we recognise the limitless potential of partnerships in driving inclusive and sustainable development, and we are forging meaningful collaborations to accelerate digital transformation across the globe. Mastercard has a proven track record of supporting governments in digitising public services, empowering small businesses, fostering talent and fuelling tourism.

“We are delighted to enter the region’s first digital city partnership with the Department of Economy and Tourism as we harness the power of our advanced technology to help translate Dubai’s ambitious vision to reality. We are proud to build on our 35-year legacy in the market as we usher in a new chapter to support the UAE’s exemplary growth story.”

‘Unlock the city’s potential in line with the D33 Agenda’

Hadi Badri also discussed the significance of the partnership for the region. Badri said: “This Digital City partnership with Mastercard, a renowned global brand, comes at a pivotal time, as we are focused on delivering the goals of the Dubai Economic Agenda 2033, driven under the guidance of our visionary leadership to further reinforce the city’s central position in the global economy.

“Through this strategic alliance, we are partnering with a global connector of digital payments to further strengthen Dubai’s position as the world’s most connected city.

“Mastercard has a track record of successful partnerships with companies across a broad range of sectors and segments, and this initiative also signifies a new paradigm of economic collaboration at the city level. Through this partnership, Mastercard will mobilise its global resources and extensive experience as a global digital leader to unlock the city’s potential in line with the D33 Agenda.”

Source: The Fintech Times

Tunisia is set for a strong tourist season with visitor numbers nearing pre-pandemic levels, a government official told Reuters, bringing some badly needed foreign currency into an economy mired in crisis as bankruptcy threatens state finances.

Tourism typically accounted for around 7 percent of Tunisia’s gross domestic product but visitor numbers collapsed during the COVID pandemic, putting extra strain on an economy that was already in trouble.

However, authorities now expect about 8.5 million tourists this year, 90 percent of the 9.4 million in 2019, the last year before the pandemic, and a big jump from the 6.4 million last year, Tourism Ministry official Lotfi Mani said.

“Indications suggest a good season, with an increase in the number of reservations,” he said. Tourism revenue to the end of May was about 1.7 billion dinars ($550 million), a 57 percent increase from the same period last year.

Even a very good tourism season would only go a small way towards alleviating the massive hole in Tunisia’s public finances, which has led to shortages of some foods and medicine, or to strengthen its overall economy.

Foreign currency reserves have fallen to 91 days of exports from 123 days a year ago and credit ratings agency Fitch has graded Tunisian sovereign debt as junk, signalling market fears it may default on foreign loans.

Donors are waging a last-ditch effort to persuade President Kais Saied to agree terms with the International Monetary Fund for a bailout, but it is far from clear if any agreement can be reached.

Though Tunisia has a wealth of historic heritage from ancient civilisations, Berber tribes, Islamic dynasties and Mediterranean naval powers, tourism there is mostly focused on beach resorts and short-stop cruise ships.

“It’s a very beautiful place,” said Polish tourist Anna Glan in the whitewashed village of Sidi Bou Said overlooking the glittering blue bay of Tunis.

For the village’s many businesses that cater to tourists, their return is good news, even if Tunisia’s overall economic outlook is increasingly bleak.

“We’re eagerly awaiting a good tourism season and we’re very optimistic because the signs are positive,” said Tawfik el-Hakil, frying traditional donuts for visitors in Sidi Bou Said. “Tour ships are coming and hotel reservations are full.”

Source: Reuters

Dubai has welcomed six million tourists in the first four months of this year, a feat celebrated by the emirate’s crown prince.

During a visit to the Department of Economy and Tourism (DET), HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Executive Council, emphasized the importance of closer cooperation between the government and private sectors. This collaboration aims to achieve the objectives of the Dubai Economic Agenda D33, launched earlier this year by HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.

Sheikh Hamdan praised DET’s projects and initiatives aimed at boosting key economic sectors. Dubai remains committed to creating new opportunities for the private sector to contribute to the emirate’s rise as a global hub for trade, enterprise, and innovation. The city stands on the verge of rapid growth, ready to script new success stories and attract talent and investment.

Dubai continues to embrace global changes and leverage cutting-edge technologies to enhance its future readiness. With its robust infrastructure, business-friendly services, and internationally recognised legislative framework, combined with high levels of safety and security, the city offers an exceptional platform for entrepreneurs and investors.

Dubai Crown Prince’s DET visit

The visit to DET headquarters also involved discussions with Helal Saeed Al Marri, Director-General of Dubai’s Department of Economy and Tourism, and senior officials. Al Marri provided an overview of DET’s work, highlighting the significant growth in new business establishments and the issuance of business licenses. The department’s efforts align with the Dubai Economic Agenda D33, which aims to increase government spending and enhance the manufacturing sector’s contribution to the emirate’s GDP.

Dubai’s success as a global tourism destination is also attributed to the continuous efforts of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM). Through global marketing campaigns and initiatives, DCTCM has attracted a significant share of international visitors. In 2022, DCTCM’s efforts directly contributed to 57 percent of the total visitation, driving millions of prospective travelers to choose Dubai as their destination. This momentum continues to grow, with Dubai welcoming 6.02 million international visitors in the first four months of this year, an 18 percent increase compared to 2022.

The city has also consistently outperformed major global destinations such as London, Paris and Bangkok in terms of travel bookings across 2022 and so far in 2023.

SOURCE: Breaking Travel News

Against the backdrop of the 118th session of its Executive Council in Punta Cana, UNWTO hosted a special Thematic Session. Alongside assessing the evolution of tourism communications, the Session saw leading experts explore current and future opportunities for more effectively portraying tourism as an essential driver of development, both in traditional media and on content platforms.

“New Narratives in Tourism”

With tourism high on the political agenda like never before, UNWTO is leading the shift in tourism communications, with a greater focus on the sector’s unique power as a driver of development and opportunity. Secretary-General Zurab Pololikashvili said: “We have made huge progress over the past few years in making tourism’s relevance more visible and more appreciated, by governments and by tourists themselves. But we need to make it even clearer. For this reason, UNWTO is working to build a new narrative around tourism as a force for development and transformation.”

The Thematic Session offered a platform to connect content creators with editors and new media platforms, with UNWTO as the bridge between the two.

Branding and Media Experts Lead the Change
 Representing the global leader Interbrand, Pedro Zarzalejos, Associate Director, Strategy and Borja Borrero, Executive Director Iberia, EMEA & Latam charted the evolution of branding and analysed how this has impacted the tourism sector.
 Michael Collins, Founder and Managing of Travel Media gave expert insights into the changing relationship between Destination Management Organizations (DMOs) and editors, journalists and content creators.

Instagram and Meta: Keeping Content Relevant
UNWTO first partnered with Instagram in 2021, firstly to help lead recovery from the impacts of the pandemic and then to empower destinations to embrace digital storytelling. In Punta Cana:
 From Instagram, Ernest Voyard, Director of Public Policy, noted how creators are increasingly moving beyond aspirational travel-related content and instead focusing on issues around sustainability and full immersion in destinations.
 From Meta, Sharon Yang, Director of External Affairs, noted how the platform has seen a shift towards creators providing informative tourism and travel-related content, again moving away from more aspirational images and films.

Tourism on the Agenda: The Case of Dominican Republic
Leading journalists and editors from the Dominican Republic assessed how to place tourism on the editorial agenda at every level.
 Leading the discussion were Director of Diario Libre, Inés Aizpún, Director of El Día José Monegro, and the Ambassador of the permanent mission of Dominican Republic to UNWTO Aníbal de Castro
 The panel highlighted the importance of diversifying the main messaging, with a focus on everything from film and TV tourism to gastronomy tourism

Content Creators: Raising Awareness
To round out the session, UNWTO welcomed leading content creators to give their expert insights into changing trends in tourism-related content: Instagram Creators Chloé Léger and Marion Payr, provided their experiences from the Dominican Republic from the point-of-view of tourism and travel-creators. They noted:
 A growing interest in content linking tourism with issues including women’s empowerment, community development and wildlife conservation.

 An opportunity for creators to influence the travel choices and behaviours of tourists, in particular in influencing younger consumers to travel more responsibly and ethically.

SOURCE: Travel News Africa