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Kenya eyes Indian cricket season to grow tourism

Xinhua, April 30, 2017 Adjust font size:

Kenya's tourism marketing body said Sunday it will use the ongoing cricket season in India to market her tourism products and create interest for travel into the country.

Kenya Tourism Board (KTB) has allocated about 250,000 U.S. dollars for the destination marketing and promotional campaigns in partnership with one of the India's cricket team, the Rising Pune Super giants (RPS).

"We hope that this association with one of the leading teams in IPL will drive consideration for Kenya as a preferred holiday destination among cricket fans in India," KTB CEO Betty Radier said in a statement issued in Nairobi.

The Indian Premier League (IPL) is the most attended cricket league in the world and ranks sixth among all sports leagues.

KTB hopes to benefit from its global broadcast in over 15 countries in the league series that began in April and will run towards the end of May.

"We also expect to engage with approximately 5 million consumers through the social media engagements where Indian fans can win a holiday trip to Kenya," added Radier.

KTB will leverage the partnership with the team for all the brand promotions and activations in social media platforms until Aug. 31.

India is currently Kenya's third largest tourist source market with KTB optimistic that engagement with cricket will help in propelling India to achieve number one status in arrivals, next few years.

The arrival figures from India to Kenya for the close of the year 2016 posted 64, 116 visitors up from 49,756 in 2015, indicating a growth of 28.9 percent.

Radier noted that ease of aces to Kenya through the national carrier, Kenya Airways, that flies twice daily from Mumbai to Nairobi among other airlines has contributed to the growth of numbers from the market.

The campaign was aimed at increasing Kenya's brand awareness and familiarity among cricket fans in India, given the popularity of the sport.

KTB expects to reach over 100 million fans through a series of activations in all communication on offline and online platforms jointly undertaken by tour operators including Thomas Cook and Odyssey Travel. Endit