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Mastercard Partners KTB to Drive Growth of Tourism Numbers in Kenya



Mastercard, a global technology corporation, has agreed to a three-year agreement with the Kenya Tourism Board (KTB), which will use multiple Mastercard channels, including its platform, to boost tourism growth in Kenya.

Through the tech’s Data Insights Capabilities, KTB will be able to plan, execute, and optimize its campaign reports by enhancing transparency on tourism trends, anonymised traveller profiles, and economic effect, which is a first for Mastercard in Africa.

The global technology business will investigate a loyalty and rewards program to improve tourism and boost the effectiveness of destination marketing initiatives, including campaign strategy and execution, as part of the cooperation.

“The MoU 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 2 years,” Kenya Tourism Board CEO Betty Radier.

Kenya Tourism Board CEO Betty Radier

“To do this we are focusing on several avenues to grow tourism revenues, including both international and domestic tourism, the use of digital marketing, and the creation of new and engaging travel experiences.

“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.”

Furthermore, the MoU provides Mastercard holders with access to information on Kenya that can enhance their travel experiences.

On the platform, the worldwide corporation and KTB also seek to add personalized vacation packages, including bush, city, and beach experiences, as well as brand campaigns, to supplement tourism recovery efforts.

“Tourism is a critical sector for driving employment in any country. At Mastercard, we’re committed to helping countries come out of this pandemic with stronger, more resilient, and more inclusive economic growth, including in the tourism sector,” Michael Froman, Vice Chairman and President, Strategic Growth, Mastercard.

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