Following in CNN’s footsteps, Netflix lands deal to market tourism in Kenya

Streaming service Netflix has revealed a partnership with the Kenyan Ministry of Tourism and Wildlife that will see the US platform promote the country as a travel destination of choice globally.

According to a statement announcing the collaboration, Netflix seeks to demonstrate and showcase Kenya’s offerings and conservation efforts. This will be done through a digital marketing campaign and will make the video-on-demand platform work with other agencies, including the Kenya Tourism Board (KTB) and the Kenya Wildlife Service (KWS).

Executive Director of the Kenya Tourism Board, Dr. Betty Radier, says Netflix’s expertise in creating and producing local content has been instrumental in raising awareness of the country among potential travelers from around the world. The statement was made when the deal was announced today.

In addition, Netflix participated in the screening of a short documentary highlighting Kenya’s leading role in environmental conservation efforts and positioning Kenya as a destination of choice for visitors.

The documentary highlighted the Wildlife Works Kasigau Corridor REDD+ Project, which is supported by Netflix and run by Tsavo communities to protect the dryland forest, which is home to hundreds of endangered species, and minimize human-wildlife conflict while providing local residents with alternative income streams. .

The partnership comes at a time when Kenya continues to make significant contributions to conservation.

The government has launched several initiatives aimed at ensuring the protection of wildlife throughout the country.

In 2021, the government, through KWS, conducted the first National Wildlife Census with the aim of understanding the animal species that need the most attention in terms of conservation.

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This is not the first time that Netflix has shown some interest in the Kenyan market. The platform already has a free mobile plan that allows Kenyans to access some programs for free. This service is not available anywhere else besides Kenya.

In May this year, the Kenyan Ministry of ICT, Innovation and Youth Affairs and Netflix signed a two-year Memorandum of Understanding (MoU) to make joint efforts to strengthen Kenya’s creative industry and support the development of the next generation of storytellers.


Netflix Director of Public Policy Shola Sanni says: “Kenya is one of the most beautiful destinations in Africa, with compelling cultures, diverse landscapes and natural beauty rivaling any in the world. We are excited to collaborate with the Ministry of Tourism and Wildlife to showcase Kenya to the world as a premier tourism destination.”

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