Kenya has brought in Grayling for global tourism PR after a search as the country copes with a battered image from high-profile terror attacks over the past few years.
Phylis Kandie, cabinet secretary for East African affairs, commerce and tourism, said the country is "enduring very difficult times" and said Grayling will help "ensure that our message is communicated effectively to every corner of the world." She added: "The profound nature of this problem cannot be overstated and as a Government, we are well aware of the importance of confronting the key issues and restoring our reputation as Africa’s number one visitor destination."
The Kenya Tourism Board has run an ongoing campaign, "Magical Kenya," touting the country's safaris, national parks and other attractions.
But terrorism has drawn global headlines focused on the east African nation. An attack on a Kenyan university this month killed 147 people. That followed the 2013 massacre of 67 people at a mall in Nairobi.
"Kenya truly is the jewel of Africa and we are committed to restoring its luster," said Grayling Middle East and Africa CEO Loretta Ahmed.
Myriad Marketing (US), Vox International (Canada) and Hills Balfour (UK) work with the tourist board, as well.
Podesta Group this year picked up a three-month contract through May 2 to boost Kenya's ties with Washington.
Grayling inked a one-year pact with Kenya.
Weber Shandwick is providing PR and marketing communications services to the Moroccan National Tourist Office in New York.
Finn Partners has filed its six-month contract with the Bahamas Ministry of Tourism, Investments & Aviation, which is worth $240K.
Weber Shandwick wrapped up its work for the Ministry of Bahamas at the end of 2023.
The Aruba Tourism Authority is boosting its budget 29.4 percent to $2.2M at Zeno Group, according to its 2024 contract, effective Jan. 1.
As inflation continues to impact spending, consumers are revisiting their list of what they’re willing to spend more of their money on. Luckily for those in the travel industry, experiences seem to be trending up on the “splurge” list. 
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