Streaming service Netflix has revealed a partnership with Kenya’s Ministry of Tourism and Wildlife that will see the American 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 see the video-on-demand platform work with other agencies, including Kenya Tourism Board (KTB) and Kenya Wildlife Service (KWS).
Kenya Tourism Board CEO, Dr. Betty Radier says that Netflix’s expertise in local content creation and production has been instrumental in raising awareness of the country to potential travelers around the world. The statement was made when the deal was announced today.
Furthermore, Netflix participated screened a short documentary highlighting the leading role that Kenya is playing 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 led by communities in Tsavo 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 toward conservation.
The government has put in place several initiatives aimed at ensuring the protection of wildlife throughout the country.
In 2021, the government, through the KWS, conducted the first-ever National Wildlife Census with an aim of understanding the animal species that need more attention in terms of conservation.
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 shows for free. This service is not available anywhere else besides Kenya.
In May this year, the Kenyan Ministry of ICT, Innovation & Youth Affairs, and Netflix signed a two-year Memorandum of Understanding (MoU) to jointly deliver efforts to strengthen Kenya’s creative industry and support the development of the next generation of storytellers.
Netflix’s Director of Public Policy, Shola Sanni says: “Kenya is one of Africa’s most beautiful destinations, with compelling cultures, diverse landscapes and natural beauty to rival any in the world. We’re excited to collaborate with the Ministry of Tourism and Wildlife to showcase Kenya to the world as a prime tourism destination.”