Is Africa doing too little for the North America Outbound Market? Jacinta Nzioka unpacks the enormous potential

In today’s episode, a distinguished destination marketing expert and Founder & CEO of Globify Solutions, a full-service marketing agency Jacinta Nzioka has admonished African DMOs to outline targeted strategies in growing the interest of the continent in the US Outbound market. Jacinta believes Africa should look at niche products for the US market while enhancing its marketing and activations on the ground.

Jacinta previously spearheaded the Kenya Convention Bureau (KCB) as its founder CEO for four years since 2019, following over two decades at the Kenya Tourism Board (KTB). During her tenure at KTB, she held key positions, including Acting CEO, and Director of Marketing for 9 years, overseeing global tourism marketing strategy and fostering sector revival for Kenya during crises.

Her trailblazing destination marketing journey in Kenya and globally included driving impactful initiatives in leading Kenya’s entry strategy into Africa, and Asia as well as growth into the East and Central European region.  During her helm at KTB's Marketing function, the Board was recognized as Africa’s Best Tourism Board for 7 years consecutively.  As a marketing technical expert, Jacinta worked jointly with East African partner states to develop a regional destination brand, oversaw the relaunch of the destination brand Magicalkenya, and developed a domestic tourism TembeaKenya brand campaign both of which remain Kenya’s destination brand locally and internationally.