The Tourism Trust Fund, (TTF) announced today the findings of an exit survey that surveyed over 2,400 international tourists at both JKIA and Mombasa airports in September to October last year. The Exit Survey, which was funded by TTF, is the first in-depth research on Kenya’s international market tourism market. The findings from the poll will help the Kenya Tourist Board, (KTB), develop more strategic and targeted marketing strategies as KTB will now have a better understanding of the international market and their perceptions and experiences of Kenya as a holiday destination.

The survey which was conducted by the Center for Independent Research (CIR), revealed many interesting findings: it shows that the majority of international visitors to Kenya were very happy with their holiday in the country. It also showed that Australia was becoming a more important market for Kenya. Significantly the survey revealed that nearly 40% of the foreign tourists used the Internet for information on Kenya. The survey further reveals that a majority of tourists visiting Kenya are increasingly younger, highly educated and well paid.

The TTF CEO, Dr Dan Kagagi said TTF funded the Survey, as it was critical that KTB and the sector had updated information on the international market.

“Gathering accurate information and views from our international Market has been challenging and TTF wanted to ensure that the sector and KTB, could base future marketing decisions on reliable information. We want to ensure that KTB future marketing efforts yield even stronger results”, said Dr. Kagagi.

Dr. Kagagi went on to say that the findings concerning the Internet as a key source of information for tourists to Kenya highlighted the importance of online marketing.

“We were very interested to note the Internet was the leading source of information on Kenya for tourists. This underscores our commitment to focusing on E tourism. Through our E Tourism conferences, we aim to ensure that Kenya’s tourism sector has a very good understanding of online marketing and how the web is changing the travel business. Content management, creating online business opportunities are all important areas that we need to learn more about, so we can maximize our revenues from tourism.

Kenya Tourist Board Managing Director, Dr. Ong’ong’a Achieng observed that through the study, the marketing body had a better knowledge of their market and this information would certainly form the basis for future marketing plans for the destination.

“The research did bring to light several new facts about out market and what they like and dislike about Kenya. We are pleased that a majority of tourist were satisfied with their holidays and the destination in general. However, we note the comments of a number of tourists who found our roads very poor and we once again appeal to the government to improve the state of our roads, particularly those in tourism areas” said Dr Achieng.

He went on to say, “We will be able to put this information to very good use and I am certain about future marketing efforts will be even more effective because of this research” said the KTB MD.