DESTINATION MARKETING
Destination Marketing:
Getting To The Local
Area!
By Isaac T. Ngatia
G
lobally, locations are executing
programs to attract people –
either as tourists, investors or for
any other unique interests. Unlike yester
years when countries were the identifiers,
specific locations, cities or counties have
emerged as key destinations. So much
so that awareness of some locations or
cities is significantly higher than even the
country.
There is a tendency towards mentioning
destinations rather than cities. For
instance, and without any order of
preference, cities and locations such
as Madrid, Dubai, Bali may have high
awareness, and only later does one then
ask - in which country is that location?
That is destination marketing.
As Africa also opens, especially with
the free movement as a key driving area
within the African Continental Free
Trade Area (AfCFTA), we should expect
to see continued push of destination
marketing within the continent. Not
only will countries try to attract visitors
from the continent, but also key locations
within respective countries.
The competition to attract tourists and
investors is intensifying, not only at
global level, but also regional and local
points. Regional integration continues
to play a key role. For instance, with a
visitor getting a regional pass, the East
Africa region is no longer about the
countries - but unique destinations within
each country. Legacy attractions such as
wildlife parks, the Kilimanjaro, the Nile or
even Gorilla treks … etc, will continue to
attract visitors. In addition, new locations
are emerging.
Counties in Kenya have in recent past
invested in forums in a bid to attract
In developing programs for destina-
tions, technology plays a key role. From
real time feedback to online presence,
use of technology will continue to im-
pact such programs. Optimization in
search engines, accompanied with the
unique propositions and pictures of the
destination, will play a key part in rais-
ing awareness.
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visitors, whether local, regional or
international visitors (including the
diaspora).
A recent discussion with Laikipia County
shed light on how it is executing programs
in making it an attractive destination.
Uniqueness is key. "We have a package
that offers visitors experiences - from
wildlife, landscapes, the equatorial climate,
use of 20 airstrips across the county,
we have a unique offering" said Biwott
Tirop, the county executive committee
member in charge of Trade, Tourism and
Cooperatives.
To realize the objectives of Laikipia as a
destination, the county is working closely
on private public partnership programs.
This close cooperation is not only bringing
in synergies from both ends, but also has a
multiplier effect.
This arises from both the collective
as well as respective effort from each
party. For example, the sanctuary for the
Northern White Rhinos at the Ol Pajeta
Conservancy has brought a lot of attention
to the county.
Key considerations
In developing programs for destinations,
technology plays a key role. From real
time feedback to online presence, use of
technology will continue to impact such
programs. Optimization in search engines,
accompanied with the unique propositions
and pictures of the destination, will play a
key part in raising awareness.