Missed Targets Force Review of Tourism Product

Tourism in Coast province, the main attraction for visitors to Kenya over the years, is at a crossroads as a monotonous product range, declining charter frequency and beach boys put off potential visitors.

The tourism industry is now looking for ways to spruce up the product range as investors in the province’s leisure sector struggle to keep afloat.

Annual performance data released by the Kenya Tourist Board on Friday showed that coastal tourism fell 30 per cent below target compared to Nairobi which was only one percentage point off the expectation in terms of visitor numbers.

The target is based on the levels attained in 2007, which was the best year in terms of the sector’s overall performance. Players are now calling for the product to be enhanced through cultural and conference attractions.

The poor ferry service as well as beach boys have been identified as some of the issues that need to be addressed to help build the destination’s image. In 2009 the sector fell short by 9.2 per cent to reach the 2007 figures, the best year for the sector, but recorded a 30 per cent increase over 2008.

International arrivals stood at 952,481 last year compared to 729,000 in 2008. Earnings also increased by 18 per cent from Sh52.7 billion to Sh62.4 billion. In 2007, the industry’s benchmark year, the sector recorded an earning of Sh65 billion with arrivals reaching the one million mark.