Tourism

Kenya: Mastercard announces MoU with KTB to help develop tourism

Nairobi. Global technology company Mastercard has signed a three-year partnership with the Kenya Tourism Board (KTB) to drive growth in Kenya’s tourism through a variety of Mastercard channels, including the Priceless.com platform.

The collaboration, which is the first of its kind for Mastercard in Africa, will enable KTB to plan, execute and improve its campaign reporting by increasing visibility into travel trends, anonymous traveler profiles and economic impact through Mastercard’s Data Insights capabilities.

As part of the partnership, Mastercard will explore a loyalty and rewards program to develop tourism and improve the effectiveness of marketing activities, including campaign planning and execution.

In addition, the Memorandum of Understanding provides access to information about Kenya that can improve the travel experience for Mastercard card holders.

Mastercard and KTB also plan to expand the offer to include customized travel packages on the Priceless.com platform, including bush, city and beach trips, as well as brand campaigns to complement tourism recovery efforts.

“Tourism is a critical sector for boosting employment in any country. At Mastercard, we are committed to helping countries emerge from this pandemic with stronger, more sustainable and more inclusive economic growth, including in the travel sector. We look forward to sharing our knowledge and assets to help Kenya and its exciting travel industry recover from the COVID-19 lockdowns and related travel restrictions,” said Michael Froman, Vice Chairman and President, Strategic Development, Mastercard.

Kenya Tourism Board CEO Betty Radje said: “The MoU with Mastercard aligns with KTB’s strategy to expand our partner ecosystem to strengthen the sector and achieve the goal of a full recovery to 2019 levels within the next 2 years. To do this, we are focusing on several areas of increasing tourism revenue, including international and domestic tourism, leveraging digital marketing, and creating exciting new travel experiences.By combining Mastercard’s resources and experience as a leading international payments company with our travel resources, “I am confident that the initiatives set out in this memorandum of understanding will benefit the sector,” says Radhier.

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