The Kenya Tourism Board has launched a new domestic tourism sales conversion campaign, with the Chalbi Desert in Northern Kenya serving as the first destination under the Tembea Kenya, Hapa Ni Wapi initiative.
The campaign brings together 50 tour operators, accommodation facilities and county governments to offer Kenyans affordable, clearly priced and bookable travel packages.
KTB is targeting 5.6 million domestic bed nights this financial year as the campaign moves from Chalbi Desert to Mambrui, Malindi and Western Kenya.
The Kenya Tourism Board (KTB) has launched a new domestic tourism sales conversion campaign, with the spectacular Chalbi Desert in Northern Kenya selected as the first destination in an initiative aimed at turning interest in local travel into actual bookings.
The campaign, dubbed Tembea Kenya, Hapa Ni Wapi Sales Conversion Campaign, builds on years of domestic tourism marketing efforts that have encouraged Kenyans to explore destinations across the country.
Speaking during the launch, KTB Chief Executive Officer June Chepkemoi said the new campaign seeks to address an important gap in domestic tourism, converting inspiration and awareness into actual travel.
“For years, Kenya's domestic tourism has been shaped by strong destination marketing, compelling stories, and national pride,” Chepkemoi said, noting that initiatives such as Tembea Kenya – Hapa ni Wapi have encouraged Kenyans to rediscover the country.
She, however, observed that creating awareness about destinations is only one part of growing domestic tourism.
“However, inspiring Kenyans to see their own country is only half the job. Getting them to actually book the trip is the other half,” she said.
The new sales conversion campaign has therefore been developed in partnership with the travel trade to provide Kenyans with tourism packages that are affordable, clearly priced and immediately bookable.
The campaign begins at the Chalbi Desert, one of Northern Kenya's distinctive landscapes, as KTB seeks to showcase the tourism experiences available in the region and encourage more Kenyans to make the journey north.
According to Chepkemoi, the activation is designed to introduce domestic travellers to the Chalbi Desert and the wider Northern Kenya tourism circuit, highlighting the experiences and attractions available beyond the country's traditionally marketed destinations.
The first activation brings together 50 tour operators drawn from the Tour Operators Society of Kenya (TOSK) and the Kenya Association of Tour Operators (KATO).
The tour operators are participating alongside accommodation facilities and county governments, creating a coordinated approach between the public sector and tourism businesses to make domestic travel packages more accessible to Kenyan travellers.
The campaign will subsequently move beyond Northern Kenya, with Mambrui, Malindi and destinations in Western Kenya identified as the next stops.
From destination marketing to actual bookings
The new initiative represents a shift in emphasis from simply promoting destinations to actively supporting the conversion of interest into tourism business.
KTB will lead the national marketing effort while coordinating participating tourism stakeholders and monitoring the commercial performance of the campaign.
Chepkemoi said the board will particularly track bookings, bed nights and business generated for tourism enterprises.
This approach is intended to give the campaign a clear commercial focus, allowing KTB and its industry partners to assess how effectively destination promotion is translating into actual travel.
The campaign also provides tour operators and accommodation providers with an opportunity to package experiences for the domestic market while giving Kenyan travellers clearer information on the cost and availability of trips.
The campaign comes as KTB works towards an ambitious domestic tourism target of 5.6 million domestic bed nights during the current financial year.
Chepkemoi said achieving the target will require collaboration between KTB and tourism industry players.
“Our target is 5.6 million domestic bed nights this financial year. It is a target we are committed to reaching together with our industry partners,” she said.
The focus on bed nights reflects the importance of encouraging travellers not only to visit destinations but also to stay longer and generate business for accommodation facilities and other tourism enterprises.
By connecting destination marketing with bookable packages, the campaign is expected to create a more direct link between promotional activities and economic activity within the tourism sector.
Kenyans encouraged to explore their country
The launch also renews the call for Kenyans to explore destinations within the country, with KTB encouraging travellers to look out for the new Tembea Kenya – Hapa Ni Wapi packages and make bookings.
Chepkemoi urged Kenyans to take advantage of the packages and experience destinations such as the Chalbi Desert and the wider Northern Kenya region.
“I, therefore, invite every Kenyan to look out for Tembea Kenya – Hapa Ni Wapi packages and take that trip today,” she said.
With Chalbi Desert serving as the opening destination, the campaign will next expand to Mambrui, Malindi and Western Kenya, bringing the sales-focused domestic tourism approach to additional destinations.
The initiative seeks to strengthen domestic tourism by combining destination storytelling with practical travel options, industry coordination and measurable commercial outcomes.