- The MoU also includes increasing transparency on tourism trends, anonymized traveler profiles and economic impact through Mastercard’s Data Insights capabilities, which will enable KTB to plan, execute and improve its campaign reports.
- Mastercard will also explore a loyalty and rewards program to boost tourism and enhance the impact of destination marketing efforts, including campaign planning and execution.
Global technology company, Mastercard, has signed a three-year partnership with the Kenya Tourism Board (KTB) which seeks to drive the growth of tourism numbers in Kenya by leveraging various Mastercard channels, including its 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 reports through increasing transparency on tourism trends,
anonymized traveler profiles, and economic impact through Mastercard's Data
Insights capabilities.
Under the partnership, Mastercard will
explore a loyalty and rewards program to boost tourism and enhance the impact
of destination marketing efforts, including campaign planning and execution.
Further, the MoU brings to access to
information about Kenya that can enhance experiences during trips for
Mastercard holders.
Mastercard and KTB also plan to enhance the
proposition by including bespoke travel packages including bush, city, and
beach experiences on the Priceless.com platform as well as brand campaigns to
complement the 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. We look forward to
bringing our insights and assets to the table to help Kenya and its spectacular
tourism industry recover from the COVID-19 lockdowns and associated travel
restrictions," says Michael Froman, Vice Chairman and President, Strategic
Growth, Mastercard.
Kenya Tourism Board CEO Betty Radier said:
"The MoU with Mastercard 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. 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," Radier says.
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