Jambojet, KTB team up to boost domestic tourism
STRATEGY: Regional low-cost carrier Jambojet has entered into a partnership with the Kenya Tourism Board (KTB) to promote domestic tourism.
The partnership involves branding one of Jambojet’s De Havilland Dash 8-400 aircraft for a period of one year.
“Last year we launched the ‘Now Travel Ready’ campaign to encourage domestic tourism as part of Covid-19 recovery.
This partnership with KTB will further drive this conversation in a bid to revive the sector,” said Karanja Ndegwa, Acting Managing Director, Jambojet.
The move is also part of Jambojet’s recovery strategy where it is looking to diversify its revenue generation through advertising placements.
Domestic tourism accounts for over 70 per cent of the travel and tourism sector in major economies globally.
In Kenya, domestic tourists’ bed-night occupancy accounted for more than 50 per cent of the total bed occupancy from 2015-2018.
Betty Radier, KTB CEO lauded the local carrier for having contributed to the growth of tourism by enabling accessibility to tourism destinations in the country.
She said the partnership was among the many ventures the board has explored with a view to growing the destination tourism offerings.
Oxford Economics and global Travel report (2020-2021) data shows domestic and regional travel will dominate the tourism industry in 2021 compared to international tourism.
Many destinations are expected to maintain their international travel restrictions for a large part of the year and affordability and safety concerns are also expected to encourage closer-to-home travel.