Awareness on Single Tourist Visa yet to hit 50 percent mark

Over half of regional and international travellers passing through Kenya are unaware of the availability and process of using a Single Tourist Visa (STV) and National Identification for travel within Kenya, Uganda and Rwanda more than a year after the process was launched.

This is according to a survey commissioned by Kenya Tourism Federation (Tourism private sector umbrella body) to investigate the level of awareness on the STV and use of ID for travel within the three states.

The research commissioned in February 2015 established that up to 58.1 percent of travelers had neither used nor interacted with someone who had used STV, while 47 percent of travelers showed lack of familiarity on the existence of STV.

While majority of Immigration officials interviewed for the survey, were aware of the existence of STV and the countries involved in the initiative, 67 percent were not familiar with the cost of STV with 25 percent showing lack of familiarity with regards to the application process.

Speaking while presenting the report,Strathmore University Centre for Tourism and Hospitality – Research Consultant, Mr. David Chiawo noted that the Current STV processing procedure had been described as very poor by travellers and therefore the need for review and necessary improvement.

”The survey further revealed limited and poor information available on STV for travelers and immigration officials with responses ranging from very poor to average with only 25 percent of travelers and less than 15 percent of immigration officials rating the current information as good,” said Mr. Chiawo.

Speaking while receiving the report, KTF Chairperson Lucy Karume said she was encouraged to note that majority of travelers, immigration officials, travel and trade officials showed high expectations on STV, which was a good indication for the tourism sector to accelerate awareness for STV to meet these expectations

“It is noteworthy that according to these research respondents’ indicated high expectations on STV with benefits ranging from very high to extremely high. Am however saddened that low awareness was recorded on the use of National identity cards (NID), with up to 47 percent of cross border travellers and a significant proportion of (17 percent) of immigration officials unaware,” she observed

Based on the findings, the study is recommending induction and training of immigration officials on STV and NID use to improve their level of awareness on key elements including cost, application procedures and benefits.

Meanwhile, to increase the level of awareness among regional and international travelers, the study   recommended vigorous joint marketing of STV both regionally and internationally to improve travelers’ knowledge on existence, cost, application process, benefits and countries involved.

“The marketing should target key and emerging international tourist markets. While   improving information access and public awareness on the use of NID for cross border travels; the available information should highlight procedure of use and benefits. Awareness and improvement of information access stand critical for increased usage of STV and NID,” Strathmore universities, Mr. Chiawo noted.

Trademark East Africa Kenya Country office, Programmes Coordinator Mr. Simon Konzolo noted that the future of Kenya’s tourism is bright and urged the private sector to put significant effort in boosting the industry as the government’s support has been remarkable.

“We as stakeholders in this sector should work together with the government and other institutions in ensuring that  the report recommendations are implemented in order to  utilize opportunities presented to our local and international visitors with the use of STV and NID” added Mr. Konzolo

TradeMark East Africa has partnered with Kenya Tourism Federation in creating awareness for the use of the Single tourist Visa and National Identification card across Kenya, Uganda and Rwanda.

The Single Tourist Visa was launched in February 2014 with a target to increase the number of tourists visiting the three partner countries.

Under the Single Tourist Visa, tourists will only be required to pay only USD100 at the border entry point, as opposed to the previous practice of paying visa charges 50USD per country (150USD) for the three countries.