On June 15–16, 2025, the Kenya Association of Women in Tourism (KAWT) will host a transformative workshop focused on Digital Marketing for Tourism Businesses. This two-day event is tailored for female entrepreneurs and professionals in the tourism and hospitality sectors who are eager to elevate their online presence and unlock the power of digital tools in today’s competitive market.

Why Digital Marketing Matters in Tourism

The tourism industry has undergone a dramatic shift over the last decade. Travelers now rely more on online searches, social media reviews, influencer content, and digital storytelling to make decisions about where to go, where to stay, and what to do. A robust digital marketing strategy is no longer optional—it is essential for survival and growth.

In Kenya, where tourism is a major contributor to the economy and a vital source of employment, especially for women, understanding how to stand out online can mean the difference between being overlooked and being fully booked.

This workshop aims to close the digital gap by equipping participants with practical, hands-on skills and strategies tailored specifically for Digital Marketing for Tourism Businesses.

Workshop Objectives

Participants will gain a deep understanding of digital marketing fundamentals and how to apply them specifically to tourism. The core objectives include:

• Introducing the digital marketing landscape and how it applies to tourism businesses in Kenya.

• Teaching practical skills in social media strategy, content creation, and email marketing.

• Understanding how to use SEO (Search Engine Optimization) to increase visibility online.

• Learning how to build and maintain a brand presence across various digital platforms.

• Exploring affordable and effective digital tools tailored for small and medium-sized tourism enterprises.

• Providing real-world case studies and success stories from women-led tourism businesses.

Who Should Attend

This workshop is ideal for:

• Women running or managing tourism businesses, including tour operators, lodges, travel agencies, cultural experience providers, or community-based tourism enterprises.

• Entrepreneurs seeking to launch new tourism ventures with a strong digital presence.

• Marketing managers or staff within hospitality and travel companies.

• Anyone interested in leveraging digital platforms to grow their tourism business.

Whether you’re just starting or have been in business for years, this training is designed to be inclusive, hands-on, and applicable to all skill levels.

Topics to Be Covered

1. Introduction to Digital Marketing for Tourism Businesses

The session kicks off with a clear overview of what digital marketing is, how it has evolved, and why it matters now more than ever in the travel and tourism space. Participants will learn how travelers’ behaviors have shifted and how to position their services to meet these changes.

2. Building a Strong Online Brand

Your brand is more than a logo—it’s your voice, your values, and your story. This session will explore how to create a consistent and professional brand image across all digital platforms. We’ll cover visual identity, tone of voice, and audience targeting.

3. Social Media Strategy & Content Creation

Social media is one of the most powerful tools for promoting tourism experiences. Learn how to create compelling content for platforms like Instagram, Facebook, TikTok, and X (formerly Twitter). This module includes tips on creating viral reels, writing engaging captions, and using hashtags strategically. We’ll also explore scheduling tools and how to plan a monthly content calendar.

4. Search Engine Optimization (SEO) Made Simple

Many tourism businesses fail to appear on the first page of search engine results simply because their websites aren’t optimized for search. In this session, participants will learn how to choose the right keywords, write blog posts that rank on Google, and improve the technical health of their websites to boost visibility.

5. Email Marketing for Customer Retention

While social media helps you get discovered, email marketing helps you build relationships. Learn how to build and segment email lists, create effective newsletters, and automate follow-up messages to past clients.

6. Digital Advertising on a Budget

Even small tourism businesses can benefit from paid ads if done correctly. This session will explore how to set up Facebook and Instagram ads, target the right audience, and analyze performance for better ROI.

7. Analytics and Measuring Success

You can’t improve what you don’t measure. Participants will be introduced to free tools like Google Analytics, Meta Insights, and Ubersuggest to help track what’s working and what’s not. Learn how to make data-driven decisions that improve your marketing effectiveness.

Hands-On Sessions & Peer Learning

What makes this workshop unique is its interactive format. Each theoretical session will be followed by practical application exercises. Attendees will work in small groups to create mock campaigns, review each other’s social media profiles, and receive feedback in real time.

Additionally, the event will feature a panel discussion with successful women in tourism who have grown their businesses using digital tools. Their real-world experiences will inspire and validate the training content.

Networking & Mentorship

Beyond training, this event offers an excellent opportunity for women in the tourism industry to network, share ideas, and collaborate on future ventures. Participants will be encouraged to join KAWT’s mentorship network, where they can receive continued support and guidance as they implement what they learn.