Transcript KTB Presentation - Sustainable Travel and Tourism Agenda

PARTNERSHIPS FOR
SUSTAINABLE DESTINATIONS
KENYA TOURISM BOARD
Destination Marketing
KTB is the national destination marketing
agency mandated to market Kenya as
the tourism destination of choice in
local, regional and international
markets.
Role of Marketers…
Specialist
Communication
Function
Trusted d
Advisor
contributing to
Strategy
Development
Marketing
Roles
Customer
Champion
Functionsadvocating for
the customer in
the board room
Sales Support
Function
Sustainability Marketing…fulfilling
customer needs
• Sustainability marketing endeavors to deliver
greater value to customers and ensuring that
the brand remains viable over time (strong
brand positioning) – the philosophy carries the
day over war, terrorism, economic downturns,
etc
• Customer empowerment – the more they learn
about the process involved in ensuring they
have a good experience, the more empowered
they become.
• Businesses thrive – you can charge a premium
for the competitive edge
Sustainability Marketing… fulfilling
customer needs
• Sustainability gives marketers as easier
vehicle – word of mouth
• Recognition to sustainability efforts positions
the company for the destination – brand
associations
• Sustainability gives destinations and
businesses social capital and hence
consumer confidence.
• Marketers feed customer insights into
company’s/ destinations sustainability
strategy and then communicate the
organization’s/ destination’s sustainability
Sustainability Marketing… fulfilling
customer needs
• Growth in CRM – moves from loyalty to company to
loyalty to issues, agendas, practices, destinations
hence forming well targeted constituencies
• Customers are driving much of the change towards
sustainability in diverse industries – cottage
industry, water, power, etc.
• Making the guest the beneficiary to sustainability –
therefore making the customer first.
• Moves from competing to be the best to competing
to be unique – remain appealing. (Move from
mitigation to differentiation). You will not compete
with competition, so you will always be ahead, not
catching up
Consumer demand…
• Sustainability is the new norm
• Consumers more aware of sustainability
issues
• CSR is now a basic requirement as
companies move beyond to tackle wider
societal issues. Consumers now need
involvement in issues
New markets…
“Millenials (Born between 1977 & 1998)
are catching up with the baby
boomers, showing signs of major
shifts in sustainable behavior with
higher expectations of sustainability
being incorporated in the whole
product, as opposed to one or two
parts of the production process”
(CIM, 2015).
Trends…
KTB’s Sustainability
Initiatives…
KTB Sustainability Committee
• KTB has established a Sustainability
Committee drawn from key departments.
• The Committee drives KTB’s sustainability
agenda & is guided by a comprehensive
sustainability policy who’s key focus is on:• Sustainability reporting and messaging
• Environmental conservation
• Education and empowerment
• Social responsibility
• Culture and heritage preservation
Partnerships
Partnerships is key. Some of KTB’s key partners
include:
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Ecotourism Kenya
Friends of Karura Forest
Counties: e.g. Samburu, Lamu & Marsabit
GTTP –EA
Just a Drop – UK
STTA
STI
TIES
Responsible Travel
KTB interface with Sustainability
Profit
•Sustainable advantage – products &
experiences
•Sustainable tourism markets- e.g.
domestic, regional, niche markets
•Sustainable funding for destination
marketing
•Sustainable tourism
industry/businesses through market
diversification
People
Planet
•Sustainable HR capacity for the
industry
•Dignified pay in the industry
•Healthier communities
•Equitable distribution of benefits
among all stakeholders
•Awareness & education for KTB staff
•Environmental Quality – tourism base
resources
•Wildlife Conservation
•Energy, water, waste management
Mentoring future leaders...
Karura Forest…
Fighting Drug Addiction..
Spreading the tourism pie to Northern
Kenya
Healthy Living…
Kenya, Taking the Lead
Sustainability Challenges for Kenya…
Kenya is ahead in many aspects of sustainability.
However, challenges abound.
• Converting customer intentions into actual behavior
• Articulating Kenya’s sustainability selling
proposition: Policy
• Mainstreaming sustainability to cater to wide variety
of consumers from budget to luxury travellers
• Insecurity. Sustaining the industry despite the crises
• Surviving beyond the 5 year elections Cycle
• Regular product innovation to cater for dynamic
customer needs e.g. the millennials,
• Incorporating Counties in the sustainability agenda
Moving forward…
• A lot is being done by:• Individuals
• Organizations
• Associations
• Government
• Need for destination approach to have more
impact.
– Harnessing the power of the collective
where
1+1 = 3
Moving forward…
• Define key sustainability issues for
Kenya
• Collaborate on destination-wide
initiatives
• Collaborate with global sustainability
like minded bodies
• Share best practices as we put together
the fabric of Kenya’s unique
sustainability story.
• Encourage all players so that it is not
Final Thoughts
KTB is looking forward to
collaborate
more with like minded organizations
to position Kenya as a responsible &
sustainable
destination of choice.
Thank you
[email protected]
[email protected]