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The Cabinet Secretary, Tourism and Wildlife, Hon. Dr. Alfred Mutua, in a meeting at KICC on 16th October 2023, issued a compelling statement for a paradigm shift in Kenya’s tourism marketing strategy. The CS addressed tourism senior officers who included the Principal Secretary, Chairpersons and CEOs of State Agencies and private sector Associations, Senior Management Officers and Parliamentary Committee on Tourism and Wildlife.The GTRCMC-EA was represented by the Director.
The CS emphasized the need for the strategy to be more inclusive to expand Kenya’s tourist market share. Kenya should set a formidable target of 5 million tourist arrivals by 2025. The CS urged for closer collaboration between various government agencies, tourism stakeholders and the private sector to implement this strategy effectively.
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