Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.


MyNews24 is a user-generated section of News24 Kenya. The stories here come from users.

Latest Badges:

View all Skinner's badges.

Poor marketing hurting tourism

12 June 2013, 15:28 Bob Ndwiga

Poor marketing strategies have in the recent years cost Kilifi County more than 90 percent of European tourist arrivals, investors in the tourism sector have said.

The investors added that deteriorating standards in establishments and poor environmental cleanliness worsened the situation yet demand for first class facilities and services especially in the Kenya’s Coast continued to grow.

They are planning to spend more than KES 10 million in promotional projects but also calling for concerted efforts to revive professional marketing programs while at the same time ensuring resorts elevated their standards to internationally acceptable levels.

Investors are hence being encouraged to pull resources together for ruthless marketing programs coordinated by professionals in local and international marketing circuits.

Talking to the Press in Malindi, the investors explained that the North Coast was the worst hit since it is losing tourists to neighbouring countries especially Zanzibar and Tanzania, the greatest competition for Italian tourists against Kenya.

“We have realized that Malindi and the Kilifi County in general has lost more than 90 per cent of tourists to Zanzibar and other destinations and time has come for us to wake up and launch ruthless marketing campaigns to rescue our destinations from collapse,” said Robby Marini, the chairman of the Investors Association of Kilifi County (IAKC)

Marini observed that since majority of tourists from Italy the main supplier of tourists to the Kilifi County resorts are now being diverted to Zanzibar and Tanzania among other destinations, sports and clean up efforts have been identified as key strategies towards unlocking the competition stalemate.

To avoid the continued loss of prospective tourist to other destinations, Marini suggested heightened and professional marketing locally and abroad.

Investors in tourism, he suggested, needed to launch strong partnerships to collectively access new and unexploited sources of guests instead of depending too much on traditional sources.

“We need to move out and aggressively market our resorts across the world and especially in newly emerging markets instead of depending almost entirely on traditional sources of tourists,” said Marini.

He said that while it was also possible to recover the Italian market, new marketing ideas were needed which should also be expanded to cover improved and innovative facilities commensurate with what was on offer in the other international destinations.

The Hotelier said that KES 5 million has been immediately set aside for a marketing project with his resort partnering with Rugby professionals in Kenya to use the sport as a marketing tool for the Kilifi County and Kenya in general as the key tourist destination at the Coast.

He said that a further KES 5 million would be availed for various marketing projects to specifically market resorts in the Kilifi County with all investors in tourism being encouraged to come together and participate in a single marketing strategy for the County.

Marini however urged the Central government as well as the Kilifi County authorities to support investors in the tourism sector by ensuring that cleanliness was improved at various resorts in the region while at the same time ensuring that security and infrastructure met the requirements of what was on offer internationally.

“Resorts in the Kilifi County and Kenya in general have a challenge to compete for guests with other markets where levels of cleanliness, security and infrastructure are up to the required standards, hence the reason why the governments at the devolved and national levels must improve things,” noted Marini.

The Hotelier challenged the hotel classification bodies in Kenya to work with international organizations in their efforts to check standards and offer stars or awards in accordance to proper and detailed study on the facilities in the region and the services and quality of hotel facilities on offer.

Join in the conversation on our Facebook page. Also get the latest news by following us on Twitter.

Disclaimer: All articles and letters published on MyNews24 have been independently written by members of News24's community. The views of users published on News24 are therefore their own and do not necessarily represent the views of News24. News24 editors also reserve the right to edit or delete any and all comments received.

Read News24’s Comments Policy

Comment on this story
Comments have been closed for this article.

Read more from our Users

Submitted by
George Vodongo
China to help Kenya fight high le...

China observed that if left unchecked, corruption could see the country degenerate into lawlessness. Read more...

Submitted by
S Mbinya
Signs that he is seeing someone e...

When a man wants to be with you, he will always create time to be with you. Read more...

Submitted by
George Vodongo
Spat between DP Ruto and Boniface...

A close associate of the DP, Hon Njogu Barua made an alarming comment on live TV Tuesday morning. Read more...

Submitted by
Ben Wangui
Matatu driver who drugged, robbed...

The driver of a Nissan matatu who over the weekend drugged and robbed a female passenger in Nairobi has been charged. Read more...

Submitted by
Gabriel Ngallah
Heavy police contingent deployed ...

More police officers were on Monday deployed at Likoni in Mombasa County in a security operation to nab members of the ‘Wakali Kwanza’ and ‘Mtalia’ criminal gangs who have been terrorizing locals in the area. Read more...

Submitted by
Ben Wangui
Man released on Presidential amne...

He was caught taking money from a church offering bag at Ol Jabet Independent Pentecostal Church in Laikipia West on October 23. Read more...