assurances of their safety while at their destinations. The Survey also noted that most travellers fear getting quarantined or ‘locked down’ in a particular destination. Traveller re-assurance therefore will be a critical game-changer in a post-COVID-19 era.
The pandemic has taught us that the sector is both extremely vital and vulnerable, and therefore the success of its recovery strategies depends on a collective effort from all of us. Inward solutions therefore need to be underscored for future economic posterity.
Further to the already existing inward solutions currently being explored, the vigorous “Tembea Kenya” campaigns by Magical Kenya as well as the “Zuru na KWS” campaign by the Kenya Wildlife Service are examples of well-packaged ideas which, when empowered with the right buy-ins, are poised to build the sustainability of the tourism industry beyond this and similar disruptions.
The arrival of the COVID-19 vaccine has been an instrumental step in re-building the confidence of travellers to venture beyond their homes and discover new experiences. With a successful roll-out of an effective immunization plan, the tourism sector is likely to be among the first sectors to make a speedy recovery with domestic tourism becoming a primary market for the sustenance of the industry. Similarly, the roll-out of the vaccine in many countries across the world will also enable the restoration of external tourism.
Out-of- the box thinking will be critical in ensuring all players in the tourism sector (both consumers and suppliers), benefit.
Technology cannot be left behind in this endeavour either, and tourism industry players will need to consider investing in, among other hi-tech approaches, the Virtual Reality (VR) space. VR offers a user a taste-before-youpurchase experience thereby increasing traveller’s appetites to resume travel once restrictions are completely eased. If tapped into, VR will undoubtedly enhance a potential traveller’s incentive to visit a destination, which will in turn translate into higher bookings. Though recovery will undoubtedly take some time, with the right measures implemented and effective information dissemination, the tourism industry is sure to bounce back bigger, better and more resilient.
Leveraging your skills to stay relevant By Ruth Mbugua
d’etre. This will help you become a strategic communicator. Upskill Build your writing and communication skills through consistent practise. Read more, write more to become better.
As a budding PR professional, I have always had a passion for growth, keen on networking and learning from the right people and upskilling. However, often times I feel lost and confused in between communication and PR. How then do I position myself in this fast-paced industry? Leverage your strengths We have the privilege of being well versed with management of digital channels. Devise strategies that will help manage brands online. Also networks with online influencers will help you maintain your online brand image. Depersonalization More often than not we take offence when our ideas don’t get adopted even when we believe they are brilliant. Learn to depersonalize from your work. Remove yourself from the process. It’s not you
being edited, it’s your content. It’s not your creativity or ideas being questioned, it’s whether it’s a good fit or not for the brand. Remember, we all have different experiences and perspectives. Take it as an opportunity to learn and get feedback. Network As you start out, you may not have the relevant networks especially in the media. Take this opportunity to learn from your seniors and build relevant networks and strategic relationships. Relationship building is a process and it takes time. Be open-minded Take time to learn before specializing in any area. PR is a dynamic field. Be open minded and have the willingness to learn new things. Learn from everyone, even those you think are junior to you. Take time to understand and acclimate yourself to the organisation’s raison
Create value One of the things I wish I learnt earlier was demonstrating the business value of public relations. Learn to be strategic in public relations. Many times, sectors such as marketing, communications and public relations are viewed as expenditure to the business. However, you need to be able to show how PR contributes positively to the business. Eye for detail As a PR person you have to be very detail-oriented. There is nothing more embarrassing than mistakes in publicly released information such as wrong client name or error in figures. Always have a second and third pair of eyes to review your work. Your possibilities are limitless. The ball is in your court and you have been granted the resources you need to grow in the profession and claim your place in the industry. Own it. JANUARY - MARCH 2021
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