Significance of Social Media in the Kenya Tourism industry

Abstract

The emerging significance of Social media in the tourism industry are increasing. Social media have changed the way tourists explore, search, book and experience travel. Most operations and transactions are currently carried online. With the increasing number of users, social media platforms are seen to have a significant influence in the tourism industry. This paper examines the significant role social media plays and how service providers in the Kenyan tourism industry can utilize them to their advantage. Kenya is ranked among the top tourism destinations in Africa. It is an income generating sector and for example, contributed to 9.7% of the Country’s GDP in 2017. It is also one of the key sectors in the Kenyan economic pillar of vision 2030. In the financial year 2017/2018, Kenyan tourism arrivals grew by 6.8 % while tourism receipts posted a 9.9% growth of Ksh 117.6 Billion. Hence social media in the Kenyan tourism industry is envisioned as a means of reaching prospective tourists, showcasing emerging destinations within the Country, and newly improved tourism products. Such use will further improve Kenya’s tourism global visibility as well as create increase in tourism arrivals