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Digital Subscriptions > Travel Africa > January-March 2018 (81) > Meeting the challenge head on

Meeting the challenge head on

Kenya is one of Africa’s foremost destinations, yet it faces big challenges. Richard Trillo talks to Dr Betty Radier, the new Chief Executive of Kenya Tourism, to find out more

While Kenya is still the secondbiggest destination in sub-Saharan Africa after South Africa, tourism here has been a roller-coaster over the past decade. Bad PR — from drought and grazing incursions in Laikipia to polling chaos at the elections — continues to batter its reputation, and there are currently no charter flights from the UK.

Dr Betty Radier, however, is relentlessly upbeat. Name-checked as one of only three movers and shakers in Kenya who truly ‘gets’ tourism, she happily accepts the compliment and ascribes it to her long background in advertising: “Tourism in Kenya is about marketing the destination. I’m not a government person, I break all the protocols. I need to build the equity of our brand.”

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