GOVERNMENT OF KENYA MINISTRY OF TOURISM AND WILDLIFE COVID-19 AND TRAVEL AND TOURISM IN KENYA: DIGITIZING TRAVEL AND TOURISM INDUSTRY POLICY BRIEF JUNE, 2020 Digitizing Travel and Tourism Industry in Kenya Project Objectives 1.To capture travel and tourism knowledge and experiences from both supply and demand perspectives. 2. To utilize ICTs in the interpretation of the tourism product. 3. To undertake digitized mapping of tourism resources in Kenya. 4. To develop a strategic digital marketing platform for Kenya’s tourism. 5. To develop systems to fight against false information in the tourism industry in Kenya. 6. To develop an Integrated Destination Management System for the industry. Capturing Travel and Tourism Knowledge and Experiences Knowledge Capturing and Information Five-Step Process for knowledge Packaging capturing Capturing of information will be based on the Kenya as a destination needs to package information following five-step process: on tourism products through the process of knowledge capturing. Knowledge Capturing is the process of converting the knowledge that resides in people’s heads, and elsewhere, into tangible, explicit knowledge assets. 5. Packaging 1. Knowledge This will involve recording experiences from all for sharing identification forms of tourism in Kenya in a format that can be stored, further. The packaged information from knowledge 4. 2. Capturing capturing and other sources will then be shared in Formatting form of media such as text, audio, videos, images, graphics, etc. Different media could be used that includes website, social media, emails, narratives at 3. the attractions etc. This information will add value in Validation product packaging and marketing, and prolong the product life cycle in line with the recommendations given in the National Tourism Blue Print 2030, developed by the Ministry of Tourism and Wildlife in 2017. More information on Five-Step Process for Knowledge Capturing • Identification of important tourism information and experiences that could form an important part of the tourism product will be captured. Knowledge •Potential knowledge assets could include products such cultural, wildlife, beach, landscapes etc. Identification • Capturing involves recording tourism products and experiences knowledge in a format that can be stored, further processed, adapted, and shared. Common media formats to capture experiences and lessons learned include text, audio, video, images, and graphics. Using a predetermined template, the destination can Capturing document knowledge with a standardized story line. • Validation is the quality-control part of the program that produces knowledge assets. Validation will ensure that the captured experiential knowledge is presented truthfully, correctly, and in a professional and accessible manner. Validation • Formatting involves applying a common, consistent, and user-friendly presentation standard, or format, to all information packages so that tourists and other users can quickly and efficiently browse through them. • If the asset contains several disparate pieces of media, such as written material, video recordings, and images, they also should be assembled in a logical way to make them accessible. Formatting •Each product package should be presented using the following formats: Documents (text, images, and graphics), Presentations (slide shows with text, images, graphs, video, audio, and possibly some interaction), and Videos • Packaging knowledge will be done in publications and presentations. •After capturing the knowledge, the next step will be sharing it. Knowledge sharing is the process that experience, information, skills and expertise are exchanged, shared and transferred from the destination or Packaging tourism service providers to the tourists. Knowledge sharing is a key factor that influences the destination learning, service innovation and competitive advantage of tourism enterprises. Mapping all Tourism Resources in the Country Kenya needs to create an Integrated Uses of GIS in Travel and Tourism Destination Management System (IDMS) by 1. Presentation of the results in the identifying and visualizing market trends, cartographic, statistical and tabular form patterns, opportunities and threats which 2. Evaluation of locations of certain facilities otherwise may not be possible with data on and identification of places that have the paper and in tabular formats, for sustainable best profit potential planning, marketing and management. 3. Customer segmentation based on location The geographic information system (GIS) 4. Advertising and promotion strategies technology is considered as the appropriate 5. Visualization of marketing analysis platform for such a system because it can 6. Deal effectively with the continuous integrate both qualitative and quantitative changes in both international and local information, and can provide a visual display markets of results thus permitting an easy and efficient 7. Tourist information appraisal of results, and help to communicate 8. Visualization of tourist destinations information to all interested parties including 9. Route planning, accommodation potential tourists from all over the world. information, cultural events, special attractions Different stakeholders, at the comfort of their 10. High degree of interactivity homes, will feed into pre-designed mobile 11. Sustainable tourism development Apps with details on their attractions, 12. Measure the degree of sustainable amenities, accessibility, activities, packages, development prices among others. This information will 13. Participatory planning then be linked to planning and marketing 14. Management of cultural resources platforms such as the Magical Kenya website, 15. Identification of potential development and individual private sector marketing 16. Simulation modeling to facilitate platforms. monitoring and management of visitor flows Mapping all Tourism Resources in the Country Uses of GIS in Travel and Tourism 24. Impacts on resources 17. Tourism infrastructure planning 25. Managing cultural and historical resources 18. Establishment and management of 26. Locating, interpretation and preservation protected areas of historical sites 19. Map of species distribution 27. Protecting the current heritage sites 20. Recreational uses or spatial preferences 28. Integrates plans, maps, texts, pictures, 21. Carrying capacity video and other multimedia content 22. Development goals 29. Virtual tourism 23. Expectations of visitors 30. Integrated tourism management system Mapping all Tourism Resources in the Country Mapping Project Objectives Mapping Phases a) Visualization of tourist georeferenced This project involves several interactive and tourism sites through digital images and interconnected phases, which are: videos of the quantity, capacity, quality and status of tourism resources (attractions, amenities, activities, accessibilities and Phase 1 ancillary services) around the country. •Preliminary mapping using secondary data b) To set up and develop a spatial distribution map of tourism resources. c) To find out gaps and determine the need to Phase 2 stimulate investment, movement and •Data collection and analysis development of appropriate tourists’ facilities around the country to address the gaps. d) To identify potential to develop County Phase 3 Flagship tourism opportunities. •Use of primary data to map tourism resources e) To apply the georeferenced data for tourism planning, product interpretation and online marketing. Phase 4 •Packaging, monitoring and review and closing of the project (the database will be updated constantly to provide up-to-date information. Mapping all Tourism Resources in the Country Methodology Involved Stakeholders A combination of methodologies will be used to achieve the desired results. These include; Stakeholders such as hoteliers, tour operators, i. Review of existing literature guides, KWS rangers etc. will carry out data collection on tourism products across the ii. Conduct a site visit to the various country using a mobile app. destinations in 47 counties and gather information on the tourism products Collected GPS data will be mapped and available using GPS co-ordinates and GIS analyzed using the GIS software. data collection tools which are apps that are installed in mobile phones and can Spatial statistics will then be used to provide a collect data through use of images and deeper analysis of the distribution of tourism pre-designed questionnaires. products and services. iii. Compile a report on the visit to various This shall result into storymaps which will regions include online maps and description of the iv. Map this information in desktop and online particular product. platforms v. Develop story maps and other presentation documents vi. Three CCTV observation cameras will be mounted in three location in the Maasai Mara National Reserve, beach and marine sites to provide live streaming of tourism attractions that will be connected to the internet. Project Outcomes Digital Tourism Resources Making Kenya a COVID-19 Tourism Resilient i. A report will be compiled on tourism Zone resources in the country. This will be distributed using books, brochures, CDs, GIS will be used for the following purpose in magazines and Flash disks. relation to COVID-19 pandemic: ii. Maps on tourism in Kenya will be developed in desktop and online platforms. • Reporting on surveillance. iii. Story maps and other presentation • Infection prevention and control. documents will be developed on the online • Risk communication and community platform. engagement. iv. Live streaming of attractions visible from • Management of cases in travel and tourism, across the world through the internet. including importation, transportation, v. Provide information on tourism resources quarantine and treatment of cases. for the development of a fully functional • Support to health systems. and digitized Tourism Information Centre. • Provision of scientific evidence to responses. vi. Provide information on tourism resources • Reporting on success in response to COVID- for establishment of electronic display 19 pandemic in relation to tourism. books/brochures/catalogues. vii. Provide information on tourism resources for development of proper signage. All these efforts are geared towards viii. Provide information on tourism resources informing the responses and policies for for Mobile app for tourism in the country. containment of the pandemic in order to ix. A fully functional interactive integrated declare Kenya a COVID-19 Tourism Resilient destination management system, with Zone. This will be informed by data from the booking capabilities. Ministry of Health. Way Forward Specific application of GIS for Kenya Way Forward • Mapping – Desktop and Online • COVID – 19 Tourism Resilient Zone (detection, prevention, Management, Government • Field Operations responses). o Coordination of maps Workforce management • Development of digital protocols for the o industry – (guides, hotels, tour operators, o Navigation of staff and tourists airlines, airports). o Data collection o Data analysis and reports • Training on protocols and compliance. • Data collection and management • Use of CCTV and drones for live streaming. • Use of 3D GIS and virtual tourism • Use of GIS Apps • Access to online Data and Maps • Spatial Analysis and Data Science • Use of developer tools Digitizing Travel and Tourism Industry in Kenya Strategies Implementation Matrix Strategies in digitizing travel Implementation Responsibility and tourism in Kenya 1. Knowledge and Experiences Capturing and Sharing for Kenya Tourism Industry i. Capturing, packaging 1. Knowledge identification • TRI and sharing knowledge 2. Capturing • Academia from all forms of travel 3. Validation • KTB and tourism 4. Formatting • Private Sector 5. Packaging 2. Interpretation of the tourism product ii. Visitors Centre/ Visitor Centers typically act as the starting • KTB Discovery Centre point for people looking to explore the • Private Sector (Digital and human) destination. They should be located where visitors can access information easily iii. Guided Tours/Walks Sightseeing, educational/interpretive and • Private Sector (Digital and human) other guided tours and walks should offer rich content to visitors. iv. Signage/ Bulletin Signage forms one of the most cost-efficient • Private Sector Boards forms of management advertising in a (Digital and static) destination. Provision of travel information, i.e. the facilitation of easy movement visitor safety. Digitizing Travel and Tourism Industry in Kenya Strategies Implementation Matrix v. Information Brochures  Visitor brochures should be issued to visitors in • Private (digital and paper) e.g. destination sites. Sector flash disks  The brochures may focus on the education of tourists regarding their impacts on the environment, outline how tourists may enhance their experiences at the destination and educate tourists more about the destination in general.  The brochures could be translated into foreign languages, which make them a useful tool for educating international visitors. vi. Media (Television,  These could be used to acquaint visitors with the • KTB Videos, Radio, Books) characteristics of the destination and educate them • Private through the use of visual and audio aids. Sector  Package and disseminate content on website and social media for international and domestic tourists - Repackage tourism product with local market interests and air adverts on local media to change attitude towards travel and tourism vii. Others: All these could be set up at agreed sites with rich • Private Exhibits in wayside information for visitors with special features such as Sector displays/shelters, group discounts, special packages, incentives such as free Formal talks, Slide added products for consumers such as bonus meals, program, sightseeing, and entry to attractions and Documentaries Dramatization, on destinations Demonstrations, Audio tours, Interactive computer programmes Digitizing Travel and Tourism Industry in Kenya Strategies Implementation Matrix 3. Digital Marketing viii Social Media Content from GIS maps, interpretation and knowledge and experience • KTB Marketing capturing could help in ranking the destination website continuously • Private Content marketing favorably online through the provision of quality content and using Sector Email marketing relevant investments. Search engine  Sharing interesting and relevant content marketing (SEM)  Engaging audiences in conversations Search engine  Using social media for customer service, including answering optimization (SEO) questions and addressing complaints Pay-per-click  Using social media advertising to reach new audiences and advertising (PPC) - convert prospects a model of internet  Building brand recognition and loyalty through engagement, marketing in which commenting and sharing advertisers pay a  Collaborating with influencers to reach out to new markets and fee each time one increase recognition and trust of their ads is  Analyzing data to better understand the needs, wants, and clicked behaviors of customers and prospects Affiliate marketing  Gathering user-generated content to share  Connecting with audiences on a more personal level and building relationships Using these marketing techniques, the destination will create and distribute valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action through Infographics (graphics that include statistics, charts, graphs, and other information); Webpages, Podcasts and Videos. Customer relationship management and loyalty or reward programmes Creation of an Integrated Tourism Management System that is georeferenced Digitizing Travel and Tourism Industry in Kenya Strategies Implementation Matrix 4. Geospatial presentation of Tourism resources in Kenya ix. Creation of digital a) A report will be compiled on tourism • TRI tourism resources resources in Kenya. This will be distributed • Academia using books, brochures, CDs, magazines • KTB and Flash disks. • Private Sector b) Maps on tourism in Kenya will be developed in desktop and online platforms c) Story maps and other presentation documents will be developed on the online platform. d) Live streaming of tourism resources on the internet platforms e) Provide information on tourism resources for the development of a fully functional and digitized Tourism Information Centers across the country f) Provide information on tourism resources for establishment of electronic display books/brochures/catalogues g) Provide information on tourism resources for development of proper signage, including displays and information booths in major cities h) Provide information on tourism resources for Mobile app for tourism in Kenya. 5. Fight against the spread of disinformation – Media - KTB