Increasing destination brand positioning

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Kenya had never produced a destination sustainability report that could be used to inform management and destination marketing

STTA consulted for Kenya Tourism Board to assess the status of sustainable tourism development in Kenya and produce a report that would influence destination management and marketing.

challenge

Destination competitiveness has shifted from visitor numbers to how tourism supports sustainable development at the destination. This shift has been informed by rising consumer demand for sustainable products, inclusion of tourism in the Agenda 203o for sustainable development and increasing contribution and vulnerability of tourism to poverty, climate change and pollution.

solution

STTA developed design a research plan for assessing Kenya’s sustainable tourism development status and developed Kenya’s first sustainable Tourism Report in 2016 and revised it in 2021.

results

Kenya’s Sustainable Tourism Report 2016 was used by Kenya Tourism Board in marketing activities.

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