Recently updated on November 29th, 2023 at 02:58 pm
MasterCard, a global technology corporation, has launched a partnership with the Kenya Tourism Board (KTB) to help the country’s tourism sector recover to pre-pandemic levels. The three-year partnership is the first of its kind in Africa for MasterCard.
The Memorandum of Understanding’s goal is to increase tourism in Kenya by leveraging MasterCard’s numerous channels, such as its Priceless.com platform.
Through MasterCard’s Data Insights capabilities – which will enable KTB to plan, execute, and enhance its campaign reports – the MoU also includes plans to better identify tourist trends, anonymised traveller profiles, and economic effect.
MasterCard is also set to launch a loyalty and rewards programme to encourage tourism and strengthen the effect of destination marketing efforts, such as campaign development and execution.
Furthermore, the MoU will offer MasterCard holders access to information on Kenya that can enhance their travel experiences. On the Priceless.com platform, MasterCard and KTB plan to add bespoke vacation packages, including bush, city, and beach experiences, as well as brand campaigns, to complement and support 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,” says Michael Froman, Vice Chairman and President, Strategic Growth, MasterCard.
According to KTB CEO Dr. Betty Radier: “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 two years. 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.”
