On Monday, the Kenya Tourism Board (KTB) inked a three-year partnership deal with Mastercard to help boost the tourism and hospitality sector.
The partnership will enable KTB to leverage various Mastercard channels to increase transparency on tourism trends, analyse visitor profiles, and access information about Kenya to the travellers.
“The MoU with Mastercard aligns with KTB’s strategy of expanding our partner ecosystem to strengthen the sector and deliver on the goal of bouncing back fully to pre-2019 levels within the next two years,” KTB CEO Betty Radier said.
“By combining Mastercard’s resources and experience as a leading international payment technology company with our tourism resources, I am confident the initiatives set out in this MoU will benefit the sector,” she said.
Mastercard enables overseas visitors to make cashless payments in regional cities and supports cashless transactions and digital transformation in payment and settlement operations among small and medium-sized businesses in Kenya.
Under the deal, Mastercard will explore a loyalty and rewards program to boost tourism and enhance the impact of destination marketing efforts, including campaign planning and execution.
“Tourism is a critical sector for driving employment in any country. At Mastercard, we’re committed to help countries come out of this pandemic with stronger, more resilient and more inclusive economic growth, including in the tourism sector. We look forward to bringing our insights and assets to the table to help Kenya and its spectacular tourism industry recover from the COVID-19 lockdowns and associated travel restrictions,” says Michael Froman, Vice Chairman and President, Strategic Growth Mastercard.
The partnership will enable KTB to leverage various Mastercard channels to increase transparency on tourism trends, analyse visitor profiles as well as avail access to information about Kenya to the traveller. #RediscoverTheMagic #MagicalKenya pic.twitter.com/IeYrKvVXJ3
— Kenya Tourism Board (@magicalkenya) June 20, 2022
The country’s tourism industry has been on recovery, with data from the Kenya National Bureau of Statistics(KNBS) so far indicating that the number of international visitors in Q4’2021 increased, coming in at 240,019 from 217,873 in Q3’2021.