Mastercard, a global technology company, has announced a partnership with the Kenya Tourism Board (KTB) to help Kenya’s tourism sector recover to pre-pandemic levels. Mastercard’s three-year partnership is the first of its kind in Africa.
The agreement aims to increase tourism to Kenya by leveraging various Mastercard channels, including its Priceless.com platform.
The agreement also calls for increased transparency on tourism trends, anonymized traveler profiles, and economic impact via Mastercard’s Data Insights capabilities, which will allow KTB to plan, execute, and improve campaign reports.
Mastercard will also investigate a loyalty and rewards program to boost tourism and increase the effectiveness of destination marketing efforts, including campaign planning and execution.
Further, the MoU brings 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.
