Kenya, a destination for safaris and Indian Ocean beaches, has kicked off a global review for PR and marketing reps in international markets like the U.S., China, Europe and India.

The Kenya Tourism Board, based in Nairobi, released an RFP on Jan. 25 calling on firms with five years of experience marketing destinations with PR and contacts among tour operators, media and other travel sector professionals.

Agencies are disqualified if they represent other African destinations, including Indian Ocean islands. It wants a U.S. presence in New York with a satellite operation in Los Angeles.

Myriad Marketing of Manhattan Beach, Calif., and Hills Balfour, London, currently handle the accounts for the U.S. and U.K., respectively.

Proposals are due by Feb. 25.

In 2008, following post-election violence in the country, Kenya produced a strategic development plan covering 2008-30 dubbed Kenya Vision 2030, which places tourism atop six key sectors to improve the country’s fortunes. A goal of three million visitors was set for 2013. About 1.7M were recorded in 2011.

The country, an ancestral homeland for President Obama, works with Chlopak, Leonard, Schechter and Associates for PR in Washington. Its top industry, agriculture, was ravaged by the worst drought in 60 years in 2011.

Kenya has worked to alleviate safety concerns over the terrorist group Al Shaabab, which has a strong presence in Kenya’s northern neighbor, Somalia. Kenya is bordered to the south by Tanzania, a popular tourist destination and home to Mount Kilamanjaro, which can be viewed from Kenya.

View the RFP (link, PDF).