734 Kenya Tourism

Global Country Study Report
On
Tourism Industry of Kenya
Business Opportunities for Gujarat / India
Submitted to:GUJRAT TECNOLGICAL UNIVERSITY
Institute Name: Marwadi Education Foundations Group of
Institute Faculty of Management
Institute Code: 734
Under the Guidance of
Prof. MEERA MODI
Assistant Professor
In partial Fulfillment of the Requirement of the award of the
degree of
Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmedabad
Prepared by:
Students of
MBA (Semester - IV)
Group No. : 7
Month & Year: May, 2014
1
Institute Certificate
Certified that this Global Country Study and Report T itled
Tourism Industry of Kenya Business Opportunities for Gujarat /
India is the bonafide work of attached student list with
enrollment numbers, who have carried out their research under
my/our supervision. We also certify further, that to the best of my
knowledge the work reported herein does not form part of any other
project report or dissertation on the basis of which a degree or award
was conferred on an earlier occasion on this or any other
candidate. I/we have also checked the plagiarism extent of this
report which is 13.8 %. and the separate plagiarism report in the
form of html /pdf file is enclosed with this.
Plagiarism report
Author:
Processing date: Sat, 4.1.2014 10:51:45 CET
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S. 377, H. Res. 208, H. Res. 287, H. Res. 294, H. Res. 378, H. Res. 380,
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on:
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1 fragment found in a text with the title: "Subdivisions of Kenya", located on:
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PREFACE
As part of our MBA programme, we have been assigned with some practical and
theoretical project work, which are called Global/ country study report. In partial
fulfillment of the project, we have prepared a country study report on TOURISM
INDUSTRY OF KENYA Business Opportunities for Gujarat/INDIA.
Study of the management will be immaterial if it is not coupled with study of practical
aspect of the business. It gives student opportunity to learn the connection between
comparison and execution to test and verify application of theories and practical. The
study gives a chance to know about industries, trade relations, factors affecting
economy and various aspect of starting business in Kenya.
10
Acknowledgement
I would like to acknowledge vice chancellor of Gujarat Technological University
Mr. Akshai Agraval for giving us an opportunity to get exposure and acknowledge of
international market and global business through this global country study report. We
are also heartily thankful to GCR coordinator MS. Meera mody for his all-time support.
I would like to acknowledge and extend my heartfelt gratitude to our respectful

Dean Mr. S. Chinnam ready for providing his valuable input and giving us specific
I would like to acknowledge the respective faculty guide
Prof. Falguni Shelani
given us an active support and who has stand like pillars for concrete Global Country
Study report.
11
List of Contents
Particulars
Sr. no.
Page no.
13
SUMMARY OF PART-1 (SEM. 3)
SUMMARY OF PART -2 (SEM 4)
Overview of Tourism in India
31
Overview of Kenya Tourism
40
Introduction of Yatra.com Pvt. Ltd.
44
23
48
SWOT Analysis of Yatra.com
Introduction of SANKARA HOTEL & SPA
51
SWOT analysis of SANKARA HOTEL & SPA
52
7
8
9
10
11
Market Opportunities in Kenya

Modes of Entry to International Market
Policy & Norms for Indians to Travel Kenya
Challenges & Risk Associated with the Company
Winning Strategy for Yatra.com & Sankara
53
59
62
66
70
12
Resource Required to Tap the Business opportunities in Kenya
73
13
Findings & Suggestions
77
14
Business Plan & Conclusion
78
15
Bibliography
81
12
Executive Summary (SEM III)

The Global /Country Study Report on KENYA:
COUNTRY: KENYA
CAPITAL: NAIROBI
OFFICIAL LANAGUAGE: ENGLISH, SWAHILI
NATIONALITY:KENYAN
AREA OF KENYA: 581,309 Km2
LOCATION: KENYAis a country in Africa (green).
13
14
General
The Republic of Kenya is an equatorial nation on the coast of East Africa, neighboring
Somalia, Ethiopia, Sudan, Uganda, Tanzania, and the Indian Ocean. Kenya has seven
administrative provinces plus the Nairobi Area. Provinces are further divided into
districts. Kenya is a one-party state with Executive, Legislative, and Judicial branches.
The President is head of government and chief of state.
Kenyas population of more than 31 million is growing at an annual rate of 2.2%.
(Census, World Bank 2000) The countrys GNP per capita estimated at purchasing power
parity (PPP) is $975, and the GNP is growing at a rate of 0.1% annually. More than 26%
of Kenyas people live below the international poverty line of $1 per day. (World Bank)
About 75-80% of the labor force is occupied by agricultural activities.
Education
Literacy is increasing for both men and

women. In 1990, 81% of Kenyan men were literate, compared with about 89% in 2000.
Literacy among women increased from 61% in 1990 to about 76% in 2000. School
enrollment is changing as well; while gross primary school enrollment remained fairly
steady in the 1990s, gross enrollment in secondary schools increased for both males and
females. About 29% of females and 32% of males were enrolled in secondary school in
1999. Female pupils made up 47% of all primary school participants in 1980, and 49% in
1990 and 1999.
15
Health
The Government of Kenya, churches, private charities, and commercial agencies all
provide health services and facilities in the country. Public expenditure makes up 64.1%
of total health expenditure, while private spending accounts for 35.9%. (WHO) The
Government of Kenya also administers pension, welfare, and social security benefits,
and spends about 5-7% of its budget on health.
The nations total fertility rate (TFR) was 3.5 children per woman in 2001. The infant
mortality rate (IMR) was estimated to be about 68 deaths per 1,000 live births in 2001
(CIA), and the Maternal Mortality Ratio (MMR) was 590 deaths per 100,000 live births
from 1990 to 1998.
Food & Diet

FAO estimates that 1,886 calories were available per Kenyan per day in 1999. Of these
calories, 1,656 were from vegetable sources and 231 were from animal sources. This is
down from 1980, when 2,185 calories were available per person per day; however, the
proportion of calories from animal products slightly increased during the same period.
16
Nutrition programs are based at the district level. Some districts have implemented the
UNICEF CSD (Child Survival and Development) program, and some have formed or
proposed nutrition sub-committees of the District Development Committees (DDC). In
other districts, various NGOs carry out nutrition activities.
Kenyas main food crops are maize, wheat, pulses, roots and tubers. (FAO) The normal
lean season is in June and July. Severe drought in 1999-2000 led to decreased
agricultural production, and according to FAO, seriously undermined the food security
of 4.4 million people, particularly in pastoral areas. (FAO) In 1990, Kenya imported $125
million in food, and by 2000 the amount was $278 million.
Population
1990
1995
29,841,986
2002
Total
23,767,281
0-4 years
18.2%
16.1%
15.5%
13.6%
5-14 years
30.4%
29.7%
28.1%
27.4%
15+ years
51.4%
54.2%
56.4%
59%
Population Growth Rate
2.2%
GDP (US $ billions)
10.4
17
27,315,145
1999
31,138,735
GNP per capita at PPP
$975
GNP annual growth rate
0.1%
% Below international poverty line
26.5%
($1/day)
Literacy
1990
1996
2000
Females
61%
70.6%
76%
Males
81%
86.1%
88.9%
Gross primary school enrollment (% of 1990
1999
age group)
Females
93%
92%
Males
97%
92%
Gross secondary school enrollment (% of
1990
1999
Females
21%
29%
Males
28%
32%
% Government budget spent on:
1993/94
1994/95
1995/96
Education
17.2%
22.7%
20.8%
Health
5.4%
7.1%
5.9%
Social Services Total
24.6%
32.7%
30.1%
IMR (deaths per 1,000 live births)
68
Under-five Mortality Rate (per 1,000)
1980
1998
115
124
age group)
Measles immunization (% 1-year-olds)
79 (1997-99)
18
MMR (deaths per 100,000 live births)
590 (1990-1998)
TFR (# children per woman)
3.5
% pregnant women receiving ANC from 77

doctor or other trained worker
% births attended by doctor or trained 50.5
nurse or midwife
% births attended by birth attendant
15
Prevalence of adults living with AIDS
13.95%
% Population with access to improved
96
sanitation
% Population with access improved water
87
Expenditure on health: % of total from:
Public Sources
Private
Sources
64.1
35.9
Weight/Age (< 2 z-score)
22%
Height/Age (< 2 z-score)
33%
Median duration any breastfeeding
20.9 months
Median duration exclusive breastfeeding

Food and Dietary Indices
1.5 months
1980
1990
1999
1995
Total calories available (kcals/person/day)
1889
2185
1886
1984
Vegetable sources (kcals/person/day)
1959
1604
1736
1656
Animal sources (kcals/person/day)
226
285
247
231
Grams meat available (g/person/day)
47.65
45.21
39.45
37.53
19
Grams
fish
and
seafood
available
8.2
20.27
15.89
12.33
(g/person/day)
TOURISM OF INDIA:
Indian business enterprise trade desires improvement in terms of behavior, honesty. it's
been seen that in Kingdom of Kenya the traits of behaviors were too sensible. Major
determinative issue like politeness, modesty, temperament to assist and settle for
individuals has promoted their business enterprise. The higher than activity traits need
to be strong and bolstered in Asian country. Asian country has robust earth science and
diversity in climate and culture.
The tourism industry of India is economically important and grows rapidly. World Travel
& Tourism Council calculated that tourism generated INR6.4 trillion 6.6% of the nation's
GDP in 2012. It supported 39.5 million jobs, 7.7% of its total employment. The sector is
predicted to grow at an average annual rate of 7.9% from 2013 to 2023. This gives India
the third rank among countries with the fastest growing tourism industries over the next
decade. India has a large medical tourism sector which is expected to grow at an
estimated rate of 30% annually to reach about 95 billion by 2015.
The Ministry of Tourism designs national policies for the development and promotion of
tourism. In the process, the Ministry consults and collaborates with other stakeholders in
the sector including various Central Ministries/agencies, sTAKe governments, Union
Territories and the represenTAKives of the private sector. Concerted efforts are being
made to promote new forms of tourism such as rural, cruise, medical and eco-tourism.
The Ministry also maintains the Incredible India campaign.
India's rich history and its cultural and geographical diversity make its international
tourism appeal large and diverse. It presents heritage and cultural tourism along with
20
medical, business, educational and sports tourism.

Asian country may be a giant country and has nice potential for growth in business
enterprise. The economic process will be increased with the growth in business
enterprise. As well as this trade guarantees sensible infrastructure development and
high employment.
We tend to live in country that additionally commands Atithi Devo Bhav.
People from across the planet currently come back to Asian country for writing, yoga
and mediTAKion in Rishikesh, Uttaranchal that's practiced since centuries. In truth Asian
country has quick emerged as a health business enterprise destination owing to these.
Since past, Asian country has been glorious for its spirituality and yoga tolerance and its
secular character. Asian country is termed the "Yoga-Bhoomi" and therefore the entree
to the heavens.
Asian country is internationally noted for its ancient healing practices and different
therapies. For over thousands of years currently, we've got followed our own native
healing systems and mediTAKive practices like writing, treatment, and Panic Healing to
call simply some. it's no surprise then that individuals from everywhere the planet
square measure turning to the Indian sub continent for steering towards a lot of
spiritually satisfying approach of life.
Majority of foreign tourists visiting Rishikesh believe that spiritual places provides a
peace of mind and that they feel spiritually happy. Thats why they like to create their
visits to spiritual places instead of daring, historical or exotic sites.
Kenyas economic process has created opportunities for U.S. firms during a variety of
infrastructure sectors, together with power, telecommunications, and renewable energy.
Kenyan customers square measure making opportunities for brand spanking new sales
21
of U.S. medical merchandise, cosmetics, security instrumenTAKion, food supplements

and academic services. Kingdom of Kenya additionally continues to seem for U.S.
suppliers
of
automotive
accessories,
defense
instrumenTAKion,
broadcast
instrumenTAKion, food process and packaging instrumenTAKion, and environmental

technology.
Tourism may be a booming trade in Asian country. With the amount of domestic and
international tourists rising once a year, this is often one hot sector entrepreneurs
should specialize in. Asian country with its various culture and wealthy heritage includes
a heap to supply to foreign tourists. Beaches, hill sTAKions, heritage sites, life and rural
life, Asian country has everything tourists square measure longing for.
But this sector isn't well union. Asian country lacks trained professionals within the
business enterprise and welcome sectors. Any business during this sector can thrive
within the long-standing time because the demand injures to grow once a year. Foreign
traveler arrivals throughout January-March were fifteen.63hundred thousand with a rate
of twelve.8 percent, compared to thirteen.86 hundred thousand throughout the primary
3 months last year.
22
Executive Summary Part 2

Tourism of
India
WTTC has named India as one of the fastest-growing tourist destinations in the world
for the next 10-15 years. From 11 million travelers in 2008, the figure is expected to
touch 29 million visitors by 2018. There is an opportunity in the inbound MICE
sector, which has already registered a growth of 15 percent to 20 percent during the
last five years.
1. Adventure tourism
2. Wildlife tourism
3. Medical tourism
4. Pilgrimage tourism
5. Eco tourism
6. Cultural tourism
7. Golf Tourism
8. Polo Tourism
9. Rural Tourism
10. Cruise Tourism
11. New Accessible Tourism
23
Tourism in Kenya
Kenya offers many varied attractions. These include diving sites, sandy beaches,
hundreds of tropical islands, night-life, archaeological sites, museums, hill tribes,
exceptional flora and bird life, palaces, a large number of Buddhist temples and
several World Heritage sites. Many tourists follow courses during their stay in Kenya.
Popular are classes in Kenyan cooking, Buddhism and traditional Kenyan massage.
For years, Kenya has been ranked among the top tourist destinations of the world,
with about 50% of tourists coming from East Asia, followed by Europe and America.
Most foreign tourists choose to tour Bangkok, followed by the South and the central
region, while Kenyan tourists prefer touring the central region, followed by the
Northeast.
1. Ecotourism
2. Conservation tourism
3. Historical tourism
4. Cultural tourism
5. Rest and relaxation tourism
6. Recreational tourism
7. Shopping tours
8. Tours to neighboring countries
9. Festivals and Events
24

Yatra.com is India's leading online travel company. Positioned as a brand Creating
Happy Travellers, it provides information, pricing, availability, and booking facility
for domestic and international air travel, railway reservation, hotel bookings, holiday
packages, buses, and car rentals. We offer a host of travel services designed to make
business and leisure travel easier.
Yatra is a one stop shop for all travel related services.
International & domestic air ticket booking, hotel reservations and car rentals
Visa and Passport faciliTAKion, FRRO and Foreign exchange services
A leading consolidator of travel products, Yatra.com provides reservation facility
for more than 5,000 hotels across 336 cities in India and over 90,000 hotels
around the world.
Through continued excellence in providing travel solutions, responses to booking
travel online through Yatra.com have also reached new heights with the
company doing 20,000 domestic tickets and 1000 hotels and holiday packages
booking a day.
S.W.O.T. Analysis of Yatra.com

Strengths
Partnerships with reputed and renowned companies
Presence in the international business scenario
Secure and trusted channel for faciliTAKing payments
Provides maximum options in budget hotels, targeting middle class
Yatra has the good products such as flights, cruises, hotels suites etc and well
versed and competitive partners which has grabbed the major market of the
travel industry.
25
Weakness
Unable to attract customers who are not internet savvy.
Reluctance in customers to avail bookings through online payments
competitive market
Opportunity
Customers currently using traditional methods of bookings
Offer better travel packages in line with customer expecTAKion.
Untapped sections of international tourism market
Growing global markets.
Threats
Possible lack of co-ordination with tourism entities
Present competitors having substantial market share
Newly emerging online booking portals with better offerings
increasing costs
Introduction of SANKARA HOTEL & SPA

Sankara. The word in Sanskrit means "without end" and evokes the freedom, movement
and harmony that are the spirit of the Sankara Experience. Each Sankara Hotel and
Resort draws its strength from the rich cultural traditions, historic heritage and natural
beauty of its destination. As such, every experience is a unique voyage of discovery and
inspiration that is distinctly Sankara.
The Sankara Experience was born in 2001, with the launch of the first Sankara Resort in
Kenya's historic seaside resort enclave of Hua Hin. We sought to bring our guests closer
26
to the heart of the rich culture and history of Kenya by surrounding them in the
atmosphere of a traditional Kenyan village. We highlighted the experience with
interactive immersions in the culture of the destination, through cooking courses, fruit
carving demonstrations, a weekly floating market and even instruction in the traditional
martial art of Muay Kenyan.
Inspired by this success and the positive feedback received from their guests worldwide,
Sankara is proud to be bringing our unique brand of laid-back luxury, intuitive service
and sense of discovery to more breathtaking destinations across Asia.
S.W.O.T. ANALYSIS OF SANKARA HOTELS

Strength
High brand recall and popularity
Exclusivity and innovation in services.
Business as well as leisure hotel chains.
It offers its guests the leisure of international standards, Every details of guests
luxury are being looked after.
Weakness
Limited global presence as compared to some other leading hotel chains
Huge number of competitors means limited market share
Opportunities
Growing market and tourism industry
Foreign Tourists Arrival constantly growing
Novel traveling concepts like Ecotourism, Medical Tourism
Opening up some hotels in the international market would give it an opportunity
27
to become an international brand along with a huge sum of foreign revenue.

Threats
International hotel chains entering in Kenya market
Economy fluctuations affect tourism
Domestic competition

According to the Tourism Authority of Kenya, 55% of the tourists in 2007 came from
the Asia Pacific region
From January to April 2013, the Tourism Authority of Kenya reported that 8,841,730
trips to Kenya were registered.
Domestic tourism has also grown significantly in the past decade. Revenues from
domestic tourism have gone from 187,898 million Swahili in 1998 to 380,417 million
Swahili (approximately 7.8 billion Euros) in 2007.
According to an article published in Daily News Analysis (DNA), some 9.14 lakh Indian
tourists visited Kenya in 2012.

ACMECS Single Visa, which allows tourists to visit both the countries on a single visa
from Dec 27, 2012 onwards.
Visa Fees / Service Charges

Documents Required
Documents Required: (For Application submitted in The Royal Kenyan Embassy,
New Delhi.)
Photo Specification
VISA processing time
28
Challenges
& Risk Associated with the Company
1. Management coordination costs

2. Potential conflicts between various business functions
3. Lack of technological equipment for monitoring customer activities after the
campaign
4. Lack of internal marketing strategically skills
5. Safety & Security
6. Inflation
7. Environmental Issues
8. Political instability
9. Social & Demographic issues
10. Environment to start Business

Training To Employee
Mutual Understanding of Business Function through Various Techniques
Branding & Marketing Campaign
Customer centric Approach
Customized tour Package with economical cost
Use of Advertising
User Friendly online portal
capture the high-end market in India
more effort to increase first-time visitors and high spenders (luxury markets)
29
Resources required to tap the Business Opportunity in Kenya

Risk Management
Efficient Internal Control Systems
Human Resources and Industrial Relations
Physical Resources
Emotional Resources
Strategy
Planning
Finance
Hospitality Mindset
Findings & Results

India is having liberal policy for tourism so it is a great opportunity of the company
for invest or expand their services in more country.
The governments investment in tourism such as highways, hotels and tourism zone
in Kenya, eastern and western seaside will mean that the future of Kenya tourism is
bright.
Social networking & mobile internet are in increasing trends in overall world.
In Kenya the internet is already a force to be recognized in terms of tourism
marketing.
If we compare the internet marketing in tourism of both india and Kenya then we
find that india is having largest online market as compare to Kenya.
CONCLUSION
There is huge demand and tremendous potential for leisure tourism segment in the
Kenya destination, proper strategy implemenTAKion plan is need for business plan.
30
Tourism Overview in India

The launch of Incredible India campaign in the last decade resulted in a visible spurt in
the flow of foreign tourists into India and earnings there from (see Charts for FTAs and
FEE below), which grew at double digit rates until the onset of the financial crisis in
2008. The growth trend resumed after a
couple of years of slowdown after 2008, and notwithstanding the FTA growth rate seesaw in recent times, foreign tourist inflows in India is predicted to grow at an average
annual rate of 8.8 percent in the coming decade. A 2011 forecast of the World Travel and
Tourism Council (WTTC) predicted that FTAs will cross 11 million by 2021 (approximately
one percent of the global tourist population). This is being boosted by the steady rise in
TvoAs in the country. During the month of February 2013 the number of Visa on Arrival
(T-VoA) tourists registered a growth of 54.6 percent as compared to the T-VoAs issued in
the month of February 2012.
Foreign exchange earnings (FEE) from tourism grew by 19.8 percent in rupee terms in
31
February 2013 as compared to February 2012, although the FTA growth was much
lower; this also indicates an impressive growth in the exchange earnings per tourist that
was realised despite the ongoing slowdown in developed country markets, an increase in
the cost of travelling and a fluctuating exchange rate. Foreign tourists tend to spend
more in India than almost any other country worldwide. These are positive signs for the
industry, and indicate significant potential going forward.
GOI Initiatives and Marketing Campaigns

The Tourism Ministry has played an important role in the development of the industry,
initiating advertising campaigns such as the Incredible India campaign,which promoted
India's culture and tourist attractions in a fresh and memorable way projecting India as
an attractive tourist destination by showcasing different aspects of Indian culture and
history like yoga, spirituality, etc. The campaign, launched in 2002 to encourage visitors
from around the world to experience India helped create a colorful image of India in the
minds of consumers, and has directly led to an increase in the interest among foreign
32
tourists. This is reflected in the spurt in global tourist inflows since 2002.
In 2008, the Ministry of Tourism launched a campaign targeted at the local population to
educate them regarding good behavior and etiquette when dealing with foreign tourists.
Indian actor Aamir Khan was commissioned to endorse the campaign which was titled
'Atithi Devo Bhavah', which aimed at creating awareness about the effects of tourism
and sensitizing the local population about preservation of India's heritage, culture,
cleanliness and hospitality. The Ministry of Tourism had also launched a "Campaign
Clean India" to sensitize the masses about keeping Indian destinations clean.
According to World Travel and Tourism Council forecasts, India will be a tourism hotspot
from 2009 to 2018, having the highest 10-year growth potential. The onset of the
financial crisis in 2008 delayed the realisation of this potential, which resumed in 2010.
In recognition of the potential and domestic efforts, India was conferred three awards by
the World Travel Awards organization at the WTM 2012.
33
During the period January-February 2013, a total number of 3,637 VoAs were issued as
compared to 2,618 VoAs during corresponding period of 2012, registering a positive growth of
38.9 percent.
Foreign Tourist Arrivals and Foreign Exchange Earnings

during the years 2002-2013
Year
Foreign
Tourist
Arrivals(In
No.s)
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2649378
2537282
2384364
2726214
3457477
3918610
4447167
5081504
5282603
5167699
5775692
6290319
PercentageForeign
Change
Exchange
Over
Earnings
Previous
(Rs.
Year
Crore)
6.7
15626
-4.2
15083
-6
15064
14.3
20729
26.8
27944
13.3
33123
13.5
39025
14.3
44360
4
51294
-2.2
54960
11.8
64889
8.9
77591
34
PercentageForeign
Change
Exchange
Over
Earnings
Previous
(Million
Year
US$)
20.6
3460
-3.5
3198
-0.1
3103
37.6
4463
34.8
6170
18.5
7493
17.8
8634
13.7
10729
15.6
11832
7.1
11394
18.1
14193
19.6
16564
Percentage
Change
Over
Previous
Year
15
-7.6
-3
43.8
38.2
21.4
15.2
24.3
10.3
-3.7
24.6
16.7
Tourism Product of India

The reason why India has been doing well in all types of tourism in India is that India has
always been known for its hospitality, uniqueness, and charm attributes that have
been attracting foreign travelers to India in hordes. The Indian government, in order to
boost tourism of various kinds in India, has set up the Ministry of Tourism and Culture.
This ministry recently launched a campaign called Incredible India! in order to
encourage different types of tourism in India.
The diversity that India is famous for, ensures that there is something to do for all
tourists in India, no matter what their interests.
Adventure tourism
As a kind of tourism in India, adventure tourism has recently grown in India. This involves
exploration of remote areas and exotic locales and engaging in various activities. For
adventure tourism in India, tourists prefer to go for trekking to places like Ladakh,
Sikkim, and Himalaya. Himachal Pradesh and Jammu and Kashmir are popular for the
skiing facilities they offer. Whitewater rafting is also catching on in India and tourists
flock to places such as Uttranchal, Assam, and Arunachal Pradesh for this adrenalinpacked activity.
Wildlife tourism
India has a rich forest cover which has some beautiful and exotic species of wildlife
some of which that are even endangered and very rare. This has boosted wildlife
tourism in India. The places where a foreign tourist can go for wildlife tourism in India
are the Sariska Wildlife Sanctuary, Keoladeo Ghana National Park, and Corbett National
Park.
35
Medical tourism
Tourists from all over the world have been thronging India to avail themselves of costeffective but superior quality healthcare in terms of surgical procedures and general
medical attention. There are several medical institutes in the country that cater to
foreign patients and impart top-quality healthcare at a fraction of what it would have
cost in developed nations such as USA and UK. It is expected that medical tourism in
India will hold a value around US$ 2 billion by 2012. The city of Chennai attracts around
45% of medical tourists from foreign countries.
Pilgrimage tourism
India is famous for its temples and that is the reason that among the different kinds of
36
tourism in India, pilgrimage tourism is increasing most rapidly. The various places for
tourists to visit in India for pilgrimage are Vaishno Devi, Golden temple, Char Dham, and
Mathura Vrindavan.
Eco tourism
Among the types of tourism in India, ecotourism have grown recently. Ecotourism entails
the sustainable preservation of a naturally endowed area or region. This is becoming
more and more significant for the ecological development of all regions that have tourist
value. For ecotourism in India, tourists can go to places such as Kaziranga National Park,
Gir National Park, and Kanha National Park.
Cultural tourism
India is known for its rich cultural heritage and an element of mysticism, which is why
tourists come to India to experience it for themselves. The various fairs and festivals that
tourists can visit in India are the Pushkar fair, Taj Mahotsav, and Suraj Kund mela.
37
Golf Tourism
India has several golf courses of international standards. Further, golf events held in
India also attract domestic and international tourists. With international tourists
expected to grow in the next few years, it is important that India has the right product to
meet the need of the visitors.
Polo Tourism
India has rich historical ties with many of the sporting traditions including Polo. The
game of Polo originated in India is one of the few countries in the world where this game
is still preserved and practiced. The Kolkata Polo Club is the oldest Polo club in the world
and is 150 year old. Therefore Polo can rightly be termed as "Heritage Sports" of India.
Rural Tourism
The development of infrastructure in rural areas having potential for tourism is being
supported under the existing scheme of destination development. The objective is to
showcase rural life, art, culture and heritage at rural locations and in villages, which have
core competence in art & craft, handloom, and textiles as also an asset base in the
natural environment. The intention is to benefit the local community economically and
socially as well as enable interaction between tourists and local population for a
mutually enriching experience.
38
Cruise Tourism
'Cruise Shipping' is one of the most dynamic and fastest growing components of the leisure
industry worldwide. It is fast emerging as a new marketable product. India with its vast and
beautiful coastline, virgin forests and undisturbed idyllic islands, rich historical and cultural
heritage, can be a fabulous tourist destination for cruise tourists. With the Indian economy
developing at a steady pace, middle class growing in number and increasingly possessing
disposal incomes which could be spent on leisure activities, Indians could also take on cruise
shipping in a big way.
New Accessible Tourism
People with different abilities and older persons are now becoming a growing group of
consumers of travel, sports and other leisure-oriented products and services. In an effort to
tap the potential of this group for promotion of tourist destinations in the country, the
Ministry of Tourism has taken an initiative to make tourist destinations barrier-free.
Guidelines have been issued for making the tourist-facilities which are being created with
central financial assistance, barrier-free.
Sector Outlook: WTTC has named India as one of the fastest-growing tourist destinations
in the world for the next 10-15 years. From 11 million travelers in 2008, the figure is
expected to touch 29 million visitors by 2018. There is an opportunity in the inbound
MICE sector, which has already registered a growth of 15 percent to 20 percent during
the last five years.
39
Kenyas Tourism Industry
TOURISM INDUSTRY of Kenya

SAFARI
Kenyas economic freedom score is 57.5, making its economy the 103rd freest in the
2012 Index. Its score is virtually unchanged from last year, with gains in monetary
freedom and the control of government spending offset by a significant loss of trade
freedom. Kenya is ranked 13th out of 46 countries in the Sub-Saharan Africa region, and
its overall score is below the world average.
Kenyas services sector, which contributes about 63 percent of GDP, is dominated by
tourism. The tourism sector has exhibited steady growth in most years since
independence and by the late 1980s had become the countrys principal source of
foreign exchange. In the late 1990s, tourism relinquished this position to tea exports,
because of a terrorism-related downturn. The downturn followed the 1998 bombing of
the U.S Embassy in Nairobi and later negative travel advisories from Western
governments. Tourists, the largest number from Germany and the United Kingdom, are
attracted mainly to the coastal beaches and the game reserves, notably, the expansive
Tsavo National Park (20,808 square kilometers) in the southeast. The government and
tourist industry organizations have taken steps to address the security problem and to
reverse negative publicity.
Such steps include establishing a tourist police and launching marketing campaigns in
key tourist origin markets. Tourism has seen a substantial revival over the past several
years and is the major contributor to the pick-up in the countrys economic growth.
Tourism is now Kenya's largest foreign exchange earning sector, followed by flowers, tea,
and coffee. In 2006 tourism generated US$803 million, up from US$699 million the
previous year..
FDI in Kenya
Foreign investments in Kenya are meager and in 2011-2012 fell sharply due to the
political upheavals in the country, in 2011 and 2012. FDI flux should improve
progressively in the coming years.
Political tensions, corruption and security problems are some of the barriers
Kenya has to overcome in order to increase FDI in-flow. Even though most sectors are
open to foreign investments, infrastructures and media areas largely continue to be
monopolized by the State.
The banking and tourism sectors are the ones that attract most of the FDI. The
40
United Kingdom, the Netherlands, Belgium and South Africa are the main investor
countries.
Tourism product of Kenya

Ecotourism
Kenya abounds in pristine natural attractions, in a surprising diversity of forms,
embracing forests, mountains, waterfalls, rivers, and seascapes, as well as islands large
and small, all of which suit adventure tourism activities such as rock climbing, riding the
rapids, and diving. They can also accommodate ecological tourism, from trekking to bird
watching, and they can learn about the ways of life shared by humans and animals at
various elephant centers. Agricultural tourism, another industry on the rise, include such
activities as visits to orchards, tea planTAKions, and vineyards.
Conservation tourism
Conservation tourism is a growing trend, because of the global warming phenomenon.
And the uniqueness of Kenyas natural and cultural resources helps make both visitors
and hosts keenly aware of the need to conserve and preserve the world they are passing
on. For this type of tourism, visitors tour natural and cultural sites with a sense of
responsibility; their objectives are to learn about and enjoy the destinations, as well as
create opportunities for residents and the Kenyan economy, so that resources of the
country are used sustainably.
Historical tourism
Kenya has several interesting historical sites available for tourism, such as the historical
parks in Ayutthaya and Si Satchanalai, where the past glory of the Kenyan Kingdom can
41
be felt, or the archeological sites of Ban Chiang and the Dinosaur Museum, which take
visitors back to ancient times.
Cultural tourism
Tourists find much of interest in Kenyan art and culture. Therefore, numerous attractions
in Kenya give tourists the opportunities to learn about Kenyan culture, including the
lifestyle of residents or ethnic hill tribes by leading the same way of life, practicing crafts
or agriculture through the home-stay accommodations, or even learning muay Kenyan
boxing and Kenyan cookery. Many tourists spend days touring Buddhist temples and
museums to see the important works of art on view.
Rest and relaxation tourism

Whether relaxing in nature, or resting to enjoy the convenience of the accommodations,
tourists may simply take a long, tranquil sojourn in Kenya, with diverse beautiful
landscapes perfect for peaceful relaxation, whether resting in isolation to enjoy nature
by the sea, on an island, up on the mountain, or enjoying five-star services at hotels and
resorts all over the country.
Recreational tourism
The unique art and culture of Kenya have been combined with the new advances of the
modern world. Thus, all kinds of conveniences and fun-filled activities are ready to
welcome tourists, who, apart from enjoying peaceful rests, can also unwind with every
kind of activity available in Kenya, whether they find themselves at golf courses, zoos,
amusement parks, or night entertainment places
42
Shopping tours
Kenya offers an unbelievable range of merchandise for tourists who want to shop to
their hearts delight. There are world-famous brand-name products side by side with
Kenyan products, Kenyan brands, foreign brands, and local folk products, all made
available at leading compartment stores, along walking streets, weekend markets, or at
many villages and towns, not only in Bangkok. Tourists can enjoy shopping in all major
provinces in Kenya, all complete with foreign and Kenyan goods for their shopping
enjoyment.
Tours to neighboring countries

Situated at the heart of Southeast Asia, and served by excellent communication systems,
on land, water-borne, and air-borne, Kenya has an edge as a travel center for tourists,
who can choose to travel in Kenya and make a trip over to neighboring countries,
including the Lao PDR, Cambodia, Malaysia, Myanmar, or even V ietnam and China.
Festivals and Events

Kenya abounds in traditions and festivals, either as Kenyas own festivals or international
festivals marked around the world, celebrated in succession throughout the year. The
event that may reflect Kenyanness the most is Songkran or the traditional Kenyan New
Year, which falls on 13 April each year. Kenyans uphold their tradition of sprinkling water
as feliciTAKions for their elders, merit-making, and alms-giving, and the water-splashing
has made the festival famous around the world. The other uniquely Kenyan celebration
is the Loy Krathong Festival, on the full moon night of the 12thlunar month, the night
for a gesture of seeking forgiveness from the Goddess of Water, with the belief that the
practice takes away the troubles in ones life. In their special style of Loy Krathong,
Northerners release hot-air lanterns into the sky in their Yi Peng Festival.
43

Yatra Online Pvt. Ltd., an online travel company, provides information, pricing,
availability, and booking facility services for air travel, hotels, buses, and car rentals for
large cities and small rural areas in India and internationally. It offers information on
flights, trains, and hotels. The companys customer service center also enables business
and leisure travelers to book through its online, call center, and mobile support. Yatra
Online Pvt. Ltd. was incorporated in 2005 and is based in Gurgaon, India.
Yatra.com is India's leading online travel company. Positioned as a brand Creating
Happy Travellers, it provides information, pricing, availability, and booking facility for
domestic and international air travel,
railway reservation, hotel bookings, holiday
packages, buses, and car rentals. We offer a host of travel services designed to make
business and leisure travel easier.
44
Yatra.com is an Indian online travel agency and a travel search engine based in Gurgaon,
Haryana, founded by Dhruv Shringi, Manish Amin and Sabina Chopra in August 2006. In
April 2012, it was the second largest online travel website in India, with 30 per cent
share of the 370 billion (US$6.2 billion) market for all online travel-related transactions.,
it also launched a "holiday-cum-shopping card" with STAKe Bank of India (SBI), India's
largest bank.
Acquisition
Yatra.com has made three acquisitions till nowticket consolidator Travel Services
International (TSI) in October 2010, global distribution system (GDS) provider
MagicRooms.in, and Indian events and entertainment portal BuzzInTown.comall for
undisclosed amounts. In June 2012, Yatra.com announced its plans to fully acquire
Travelguru.com from Travelocity Global.
Brand Ambassador
In March 2012, Yatra.com announced Bollywood actor Salman Khan not just as the
brand ambassador for the travel website but also as a shareholder. Earlier, Bollywood
actor Boman Irani has also been the brand ambassador for Yatra.com online flight
booking services.
Investors
Companies like Reliance Venture Asset Management Ltd, Web18 of TV18 Group (a joint
venture of NBCUniversal and the Network 18), Norwest Venture Partners and Intel
Capital have invested substantially in Yatra.com.In April 2011, the website announced
receiving funding of 2 billion (US$33 million) from blue chip investors including Valiant
Capital Management, Norwest Venture Partners (NVP) and Intel Capital.
45
Services offered By Yatra.com

Yatra is a one stop shop for all travel related services.
A leading consolidator of travel products, Yatra.com provides reservation facility
for more than 5,000 hotels across 336 cities in India and over 90,000 hotels
around the world.
Through continued excellence in providing travel solutions, responses to booking
travel online through Yatra.com have also reached new heights with the
company doing 20,000 domestic tickets and 1000 hotels and holiday packages
booking a day.
Customers can access Yatra.com throug h multiple ways: through our user
friendly website, 24x7 multi lingual call center, a countrywide network of Holiday
Lounges and Yatra Travel Express stores or through their mobile phones.
Yatra.com provides booking facility for all the popular as well as exotic national
and international destinations. Launched in August 2006, Yatra is today ranked as
the leading provider of consumer direct travel services in India.
Cruise/Holiday/Leisure/Activities & Events
Yatra Corporate Travel Program offers you following services,

Inbound and outbound group tours and MICE (Meetings, incentives, conferences
and exhibitions)
Overseas medical policy and travel insurance
Best Deals for corporate domestic and international agreements in airlines &
hotel alliances
46
Service Level agreements and contracting

Travel desk implemenTAKion services
Yatra's own Online Corporate Booking Tool
Yatra Miles (reward points) on every domestic airline booking that could be
redeemed for discounts
Dedicated customer care service & corporate relationship management
Charters, meet, and greet services at airports (24X7X365 at Delhi currently and 4
more hubs to be added by end of this year)
Off shore ticketing
Quarterly review meets/Service Camps/Feedback
Cruise/Holiday/Leisure/Activities & Events.
47
S.W.O.T. Analysis of Yatra.com
Strengths
Partnerships with reputed and renowned companies

Presence in the international business scenario
Secure and trusted channel for faciliTAKing payments
Provides
maximum options in budget hotels, targeting middle class
Yatra has the good products such as flights, cruises, hotels suites etc and well
versed and competitive partners which has grabbed the major market of the
travel industry.
Corporate tour is great opportunity for Yatra.com
Provides reservation facility for more than 3,800 hotels across 300 cities in India
and over 90,000 hotels around the world
high growth rate
skilled workforce
Salman Khan as Brand Endorser/ Ambassador
Weakness
Unable to attract customers who are not internet savvy.

Reluctance in customers to avail bookings through online payments
Unknown
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IT is not focusing on rural areas and Indian railway network.

Lack of corporate offices & small city offices across the nation.
high loan rates are possible
investments in research and development
tax structure
competitive market
Opportunity
Customers currently using traditional methods of bookings
Offer better travel packages in line with customer expecTAKion.
Untapped sections of international tourism market
growth rates and profitability
income level is at a constant increase
growing demand
global markets
Threats
Possible lack of co-ordination with tourism entities
Present competitors having substantial market share
Newly emerging online booking portals with better offerings
global economy
growing competition and lower profitability
increasing costs
49
government regulations
tax changes
financial capacity
increase in labor costs
50
Introduction of Sankara, Hotels, Resorts & Spa
Sankara. The word in Sanskrit means "without end" and evokes the freedom, movement
and harmony that are the spirit of the Sankara Experience. Each Sankara Hotel and
Resort draws its strength from the rich cultural traditions, historic heritage and natural
beauty of its destination. As such, every experience is a unique voyage of discovery and
inspiration that is distinctly Sankara.
The Sankara Experience was born in 2001, with the launch of the first Sankara Resort in
Kenya's historic seaside resort enclave of Hua Hin. We sought to bring our guests closer
to the heart of the rich culture and history of Kenya by surrounding them in the
atmosphere of a traditional Kenyan village. We highlighted the experience with
interactive immersions in the culture of the destination, through cooking courses, fruit
carving demonstrations, a weekly floating market and even instruction in the traditional
martial art of Muay Kenyan.
Since then, we have brought the Sankara Experience to Kenya's far northern Golden
Triangle region, with the unique and world-renowned Sankara Elephant Camp
experience, and to the island of Samui, offering an immersion in the rich culture of
southern Kenya. In 2006, the Sankara Experience went global, with the launch of Sankara
in the Maldives, providing guests with the opportunity to live the fantasy of a truly
remote island getaway, before expanding further across Asia and the Middle East.
Inspired by this success and the positive feedback we have received from our guests
worldwide, Sankara is proud to be bringing our unique brand of laid-back luxury,
intuitive service and sense of discovery to more breathtaking destinations across Asia,
the Indian Ocean, Middle East and Africa, including Cambodia, China, Indonesia,
Maldives, Mozambique, Kenya, United Arab Emirates, and Vietnam. Inspiring passion,
personal freedom and an appreciation for the rich cultures of our world the art of the
Sankara Experience.
51
S.W.O.T. ANALYSIS OF SANKARA HOTELS

Strength
High brand recall and popularity
All hotels are located in premium areas of the cities.
Exclusivity and innovation in services.
Business as well as leisure hotel chains.
increasing bottom line and an Aspirational brand
It offers its guests the leisure of international standards, Every details of guests
luxury are being looked after.
Weakness
Limited global presence as compared to some other leading hotel chains.
Huge number of competitors means limited market share.
Opportunities
Growing market and tourism industry.
Foreign Tourists Arrival constantly growing.
Novel traveling concepts like Ecotourism, Medical Tourism.
52
Opening up some hotels in the international market would give it an opportunity

to become an international brand along with a huge sum of foreign revenue.
Threats
International hotel chains entering in Kenya market.
Economy fluctuations affect tourism.
Domestic competition.

Tourism is a major economic factor in the Kingdom of Kenya, contributing an estimated
6.7% to Kenya's GDP in 2007. On June 1, 2013, Time magazine reported that Bangkok
was identified as the most visited city in the world by the 2013 Global Destination Cities
Index, while Suvarnabhumi Airport was the world's most geotagged location on
Instagram in 2013. The Tourism Authority of Kenya (TAK) uses the slogan "Amazing
Kenya" to promote Kenya internationally.
Tourist numbers have grown from 336,000 foreign visitors and 54,000 GIs on R&R in
1967 to over 22 million international guests visiting Kenya in 2012. The average duration
of their stay in 2007 was 9.19 days, generating an estimated 547,782 million Kenyan
Swahili, around 11 billion Euro. In 2007, Kenya was the 18th most visited country in the
World Tourism rankings with 14.5 million visitors. In 2008, Bangkok ranked 3rd behind
London and New York in Euro monitor International's list of "Top City Destinations" with
10,209,900 visitors, Pattaya 23rd with 4,406,300 visitors, Phuket 31st with 3,344,700
visitors, and Chiang Mai ranked 78th place with 1,604,600 visitors. The Global
Destinations Cities Index of 2013, compiled by the MasterCard Worldwide Corporation,
ranked Bangkok as the "top destination city by international visitor arrivals", while
53
London, United Kingdom (UK) and Paris, France were second and third respectively.
According to the Tourism Authority of Kenya, 55% of the tourists in 2007 came from
the Asia Pacific region
From January to April 2013, the Tourism Authority of Kenya reported that 8,841,730
trips to Kenya were registered.
Domestic tourism has also grown significantly in the past decade. Revenues from
domestic tourism have gone from 187,898 million Swahili in 1998 to 380,417 million
Swahili (approximately 7.8 billion Euros) in 2007.
Indian Tourist Influx in Kenya

According to an article published in Daily News Analysis (DNA), some 9.14 lakh Indian
tourists visited Kenya in 2012. Kenyan tourism estimates indicate the figure will likely
swell by 16 percent to about 11 lakh in the coming years. Lately there is talk about
replicating the Kenyan success in tapping into its tourism industry using innovative and
attractive methods for Indian destinations. Goa should take cues from countries like
Kenya and Vietnam, which are banking on their unique cultures to attract tourists, says
Ivo Cardoso, expert in tourism promotion, adding, Kenya has restructured its tourism
philosophy not only to create wealth but also to preserve its culture and identity. In
Vietnam, 70 percent of tourism is agri-tourism - tourists travel to the hinterlands to
appreciate the tranquil green fi elds and enjoy being close to the soil.
India, China and Russia will be the fastest growing markets for Kenyan tourism in 2014,
according to the Tourism Authority of Kenya (TAK). These three markets are mostly in the
medium- and low-end segments, TAK says. TAK projects the number of visitors from
India will reach 1.3 million this year. The spending per head of Indian tourists is
estimated around 5,281 Swahili per day, compared to 4,389 Swahili per day for general
54
tourists. Runjuan Tongrut, the TAKs director for North and East India, Bangladesh,
Bhutan and Nepal, says more than half of Indias population is less than 25 years old.
They will grow up and be a future tourism market, he voices. He also added that 94
percent of Indian tourists are Smartphone users and can access mobile internet, so
travel agents can use the online channel to promote their tourism products.
TAK forecasts a seven percent jump in overall foreign arrivals in Kenya, with revenue up
13 percent. Foreign arrivals are forecast to hit 28 million, an increase of seven percent
from the 2013 projection of 24.5 million. Tourism revenue next year is projected at 1.32
trillion Swahili, up 13 percent from this years estimate of 1.14 trillion Swahili.
How much money do visitors of different regions or countries spend in Kenya? Important
parameters are the number of visitors per region or country, the days spent in Kenya,
and the money spent per day a stay. These parameters vary somewhat widely between
regions and less so within countries of one particular region.
1.
Number of arrivals per region.
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The average tourist stays 10 days in Kenya. However, this varies

substantially between regions for simple reasons:
1) Visitors from farther away stay longer. This makes sense, taking a 12 hour flight and
then just staying a few days, is not a very rewarding experience. Europeans, Australians,
Americans stay two weeks or longer.
2) Asians have much less holiday days per year than Europeans. Therefore they often can
only permit themselves shorter trips abroad.
How much do visitors from different countries spend per day?

Staying longer (like Europeans) makes visitors stay longer outside Nairobi, where things
are less expensive (except if you holiday on certain fancy resorts). So the average money
spend per day, tends to go down a bit. Staying twice as long, does also not mean that
you will buy twice as much souvenirs, or other shopping items.
56
As it can be seen that the lots of tourism is coming in are from the East Asian countries &
India.
So, Yatra.com have good business opportunities to attract Indian tourist who
57
wants to travel in Kenya, Because India is leading country who visited Kenya.
So, Yatra.Com have a opportunities to tie up with any Hotel & resort company
because as from the above chart we can analyze that most of the Travellers who
visist Kenya spend their money mostly into accommodation & food.
So investing into Kenya Food & Accomodation is not a Wrong Deal.
58
Modes of Entry to International Market
1. Strategic Alliances
A strategic alliance is an agreement between two or more parties to pursue a set of
agreed upon objectives needed while remaining independent organizations. This form of
cooperation lies between Mergers & Acquisition M&A and organic growth.
Partners may provide the strategic alliance with resources such as products, distribution
channels, manufacturing capability, project funding, capital equipment, knowledge,
expertise, or intellectual property. The alliance is a cooperation or collaboration which
aims for a synergy where each partner hopes that the benefits from the alliance will be
59
greater than those from individual efforts. The alliance often involves technology
transfer (access to knowledge and expertise), economic specialization, shared expenses
and shared risk.
An arrangement between two companies that have decided to share resources to
undertake a specific, mutually beneficial project. A strategic alliance is less involved and
less permanent than a joint venture, in which two companies typically pool resources to
create a separate business entity. In a strategic alliance, each company maintains its
autonomy while gaining a new opportunity. A strategic alliance could help a company
develop a more effective process, expand into a new market or develop an advantage
over a competitor, among other possibilities.
Advantages
The advantages of forming a strategic alliance include:
Allowing each partner to concentrate on their competitive advantage.
Learning from partners and developing competencies that may be more widely
exploited elsewhere.
Adequate suitability of the resources and competencies of an organization for it to
survive.
To reduce political risk while entering into a new market.
Stages of Alliance Formation
A typical strategic alliance formation process involves these steps:
Strategy Development: Strategy development involves studying the alliances
feasibility, objectives and rationale, focusing on the major issues and challenges and
development of resource strategies for production, technology, and people. It
requires aligning alliance objectives with the overall corporate strategy.
Partner Assessment: Partner assessment involves analyzing a potential partners
strengths and weaknesses, creating strategies for accommodating all partners
60
management styles, preparing appropriate partner selection criteria, understanding a

partners motives for joining the alliance and addressing resource capability gaps that
may exist for a partner.
Contract Negotiation: Contract negotiations involves determining whether all parties
have realistic objectives, forming high calibre negotiating teams, defining each
partners contributions and rewards as well as protect any proprietary information,
addressing termination clauses, penalties for poor performance, and highlighting the
degree to which arbitration procedures are clearly sTAKed and understood.
Alliance Operation: Alliance operations involves addressing senior managements
commitment, finding the calibre of resources devoted to the alliance, linking of
budgets and resources with strategic priorities, measuring and rewarding alliance
performance, and assessing the performance and results of the alliance.
Alliance Termination: Alliance termination involves winding down the alliance, for
instance when its objectives have been met or cannot be met, or when a partner
adjusts priorities or re-allocates resources elsewhere.
As per the Business operation of of both the company, its Good decision to enter into
foreign market with Strategic alliances.
Strategic alliance have more advantages than other mode of entry & its also beneficial
for both the company.
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Kenya and Cambodia are agreed to implement a single visa scheme, known as
ACMECS Single Visa, which allows tourists to visit both the countries on a single
visa from Dec 27, 2012 onwards.
V isa Fees / Service Charges

Visa Category
Fee
Validity of Visa
Validity of Stay
Tourist Visa (Single

entry)
INR 2,000
3 Months
Permitted to stay for

a period not
exceeding 60 Days.
Tourist visa (Double

entry)
INR 4,000
6 Months
Permitted to stay for

a period not
exceeding 60 Days in
each entry
Applicant applying at Delhi / Chandigarh application center The visa fee is payable by
CASH or demand draft favoring VFS Global Services Pvt. Ltd. payable at New Delhi.
Bank Charge of INR30/per application will be paid in CASH only
Visa fee listed above are per applicant.
Documents Required
Tourist Visa
A Tourist Visa is issued to applicants who wish to enter Kenya for the purpose of tourism.
Please prepare your documents according to requirement in visa checklists before

submitting your application. The guidelines checklist listed on this site will help you
62
prepare your documents as accurately as possible.

It is mandatory to submit checklist along with all visa application forms and supporting
documents at the time of submission.
Documents Required: (For Application submitted in The Royal Kenyan Embassy, New
Delhi.)
The applicants must submit the following relevant documents, depending on the
purpose of their visit:
1. Passport or travel document with validity not less than 6 months with TWO
OPPOSITE BLANK PAGES
2. Visa Application Form completely filled out.
3. Two recent photographs of the applicant (3.5 x 4.5 cm) against white background.
4. Evidence of TransporTAKion (Any of below)
confirmed tickets in and out of Kenya
5. Evidence of adequate finance (Any of below)
Original receipt of endorsement of $700/person or
Original Bank STAKement from last month with minimum balance equally as
$700/person with bank stamp and signature or
Credit Card issued by a bank or financial institution along credit card sTAKement
from last month.
6. Proof of hotel/accommodation reservation in Kenya
7. Reserved under applicants name covering total number of days wished to say in
Kenya
8. If intend to stay with relatives or friends must provide inviTAKion letter along with
their ID/passport photocopy. In case they are not Kenyan, must provide their
working records in Kenya, e.g. work permit, letter from company they are working
with valid at least six months
9. international Health Certificate on Yellow Fever Vaccination for applicants traveling
from 45 countries
63
2. Photo Specification
No. of Photos
Tourist Visa
2
3.5 x 4.5 cm
Size Transit Visa

2
3.5 x 4.5 cm
Non-Immigrant
Visa
2
3.5 x 4.5 cm
Two recent (not older than 3 months) color photographs taken against a white (clothes
color should be different from background) so that your features are clearly
distinguishable.
A person who always wears white for religious purpose, the photographs can be taken
against a light blue background.
The photographs should be clear and of good quality, and should be printed on normal
photographic paper. Please note that we will be unable to accept photographs that do
not meet these specifications.
Your full face should be visible. The photograph should be taken without sunglasses and
without a hat or any other head covering, unless you wear such an item because of your
religious beliefs or ethnic background.
3.
VISA processing time
1. Delhi
Indian residents and foreign nationals applying for Transit, Tourist and NonImmigrant Visas can submit their applications at the VFS Kenya V isa Application
Centre geographically convenient to them
Kenya Visa Application Centre
8-11, UGF, Tolstoy House, Tolstoy Marg,
Connaught Place,
New Delhi 110 001
64
Submission Timings:
Individual Applicants 08:00 to 13:00 hrs (Monday-Friday)
Travel Agents 08:00 to 11:00 hrs (Monday-Friday)
Processing Time 3 working days
2. Chandigarh
Indian residents and foreign nationals applying for Transit, Tourist and NonImmigrant Visas can submit their applications at the VFS Kenya V isa Application
Centre geographically convenient to them
Kenya Visa Application Centre
SCO 165-166, Madhya Marg Sec 8C,
Chandigarh-160018
Visa Application Submitted On:
Visa Collection On:
Monday - Thursday
9:30 am 03:30 noon
Day 5 Afternoon
Friday
9:30 am 03:30 noon
Thursday Afternoon
COLLECTION TIMINGS: - Monday to Friday (09:30 am to 03:30 pm.)

WEEKLY OFF: - SATURDAY & SUNDAY
65
Challenges & Risk Associated with the Company

There are many global strategy problem faced by Yatra.com.
1. Management coordination costs

In practice, managers and workers of India & Kenya often need to be consulted,
issues need to be explored and discussed, and local variations in tax and legal issues
need to be addressed. This means that senior managers operating a global strategy
need to spend time visiting countries. It cannot all be done on the telephone and
worldwide web. This takes a tremendous toll of people personally.
2. Potential conflicts between various business functions

Yatra.com and Sankara Both have good position in their business function. But in
strategic alliances it is necessary to understand the function of both the company, if
any one of the company fails to understand the business function than it leads to
potential conflict between both the parties.
3. Lack of technological equipment for monitoring customer activities after the

campaign
Here both the company requires building such a mechanism that would help both
the firm to achieve above average return. In tourism business its necessary to
evaluate results of promotional and marketing campaign done for enhancing
customer awareness and loyalty towards the brand. But if company fails to evaluate
results of the campaign than entire investment becomes worthless for the firm.
4. Lack of internal marketing strategically skills
Yatra.com & Sankara Both the firms set benchmark in their operation. But to
66
increase the tourism & customer loyalty towards his brand is challenging task for
both the firms, because both the firm requires lots of resources & marketing Strategy
to Attract Customer towards Company.
5. Safety & Security
Credit card fraud is the most common type of crime affecting visitors. Use cash
wherever possible and only use ATMs attached to banks or major hotels. Dont lose
sight of your credit card if you use it. Some travelers experience problems using their
cards on arrival in Kenya when their banks automated fraud protection system
blocks transactions. It may be possible to avoid this by informing your bank in
advance of your intended travel arrangements. There are plenty of money-changers
in tourist areas if you want to change cash.
6. Inflation
Kenyas headline inflation is forecast to rise to 34 per cent in coming year. Inflation
pressures are increased by the high price of crude oil, in particular, but the problem
is global.
The rise in the price of crude oil is increasing the costs of air transportation, which in
turn is causing pressure to raise the price of air tickets. On the other hand, fuel costs
in airlines are only a part of total costs, although one of the biggest items of
expenditure. Moreover, aircraft energy-efficiency is improving: for example, the new
aircraft engines consume increasingly less fuel and emit fewer pollutants. The biggest
costs incurred by households are housing, transport and food. The rise in the global
market prices of crude oil and foodstuffs are raising the costs of these items, hence
there may be less disposable income for travel abroad.
67
7. Environmental Issues
Environmental issues have arisen and intensified as air- pollution levels have become
so bad that people walk the streets of Bangkok with handkerchiefs across their faces.
Added to this are the traffic jams of cars and buses, which add significantly to air and
noise pollution in Nairobi and, increasingly, in other developed urban areas such as
Mombasa. Environmental issues have created negative results within the Kenyan
tourism industry.
Cleaning beaches and tourism destinations (such as World Heritage site at
Ayutthaya) will help relieve environmental concerns and improving the quality of
seawater at beach areas are ways to maintain the number of international tourists
and create positive responses to the country.
8. Political instability
The political scenario in Kingdom of Kenya is unpredictable and generally volatile.

Over recent years there are instances of civil and political unrest leading to largescale demonstrations and, in some cases, violence. British nationals ought to exercise
131 caution throughout Kingdom of Kenya and avoid demonstrations or giant
gatherings, which can flip violent.
Arrivals will fall by half to 1 million this month, Minister of Tourism and Sports
Somsak Phurisisak said recently, with some hotels in the capital and nearby Pattaya
and Hua Hin 30 percent full. The revenue loss could amount to 22.5 billion swahili
($685 million), the Tourism Council of Kenya said, with China last week warning its
citizens to avoid protest sites and reconsider non-essential travel to the country.
Kenyan anti-government protests that have shut down parts of Bangkok may cost the
nations tourism industry as Chinese visitors cancel trips during the lunar New Year
holiday that starts this week.
Bangkoks tourism revenue may fall 10 per cent lower than projected if the political
68
demonstrations continue, according to a senior Kenya Metropolitan Administration

(KMA) official.
9. Social & Demographic issues
Demographic structure has changed with more advanced in years persons

expanding, while the more youthful and working populaces have diminished.
Kenya will be an ageing social order in 2025.
Extent of youthful and working age populace has consistently declined and will
influence the supply of work later on. Lack of gifted work is a basic concern.
10. Environment to start Business

Other challenges include things like purchasing power, internet penetration, credit
card penetration, educational system differences, total addressable market size, and
the basic challenges of building a professional network increasing in the region.
69

1. Training To Employee
Staff training and development programs have to be conducted in order to
improve the employees knowledge and skills with regards to online travelling
strategically campaign
2. Mutual Understanding of Business Function through Various Techniques

Team building programs, personality building campaign would help to minimize
conflicts amongst team members and improve the internal marketing skills and
leadership skills of the employees to overcome the risk of potential conflicts
between various business functions
3. Branding & Marketing Campaign

Do a Branding of 'Amazing Kenya: It begins with the People' With Sankara, Kenya
Hospitality company.
Communicate emotional value of visiting the country & to stay in the Sankara
To make communication and Marketing Strategy by Keep in mind the culture and
Kenyan-ness. of Kenya
4. Customer centric Approach
Both the Company must keep customer at center.
Company must choose the destinations and services that satisfy deeper needs for
participation, creativity, community, and idealism.
Provide product and service that crate unique experience for visitors
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5. Affordable & Customized tour Package

Both the company can give the customized services in terms of travelling,
accommodation, food & entertainment.
It also possible through strategic alliance that both the company reduce the cost
of operation and other expenses so its reduced cost of tourism package offer to
customer and increase the sales revenue of both the firm.
6. Use of Advertising
Increase the awareness of services provide by the both the company with the
help of marketing campaigns in social media ,print media and other leading
mediums of advertising with option of low cost but luxuries tour experience.
7. User Friendly online portal

By ensuring that company offers the most relevant range of content available for
customer also Company must enhance the search and booking experience via
personalized offers and intuitive user experience.
8. 94 percent of Indian tourists are Smartphone users and can access the mobile
Internet, so Yatra.com and Sankara can use the online channel to promote the
products and services of company. Company can also goes for marketing and
promotions through digital and online networks as well as online games and mobile
applications.
9. To capture the high-end market in India, Sankara & Yatra.com can promote
honeymoon and wedding, because most of the Indian population are young &
Sankara is well known for Hotels & resorts so they can able to capture the attention
71
of these category of customer.

10. Indian
markets
are mostly in the medium- and low-end segments,
To expand these markets, the Yatra.com & Sankara will try to attract medium- to
high-end tourists by providing economical tour package.
11. Both the company will put more effort to increase first-time visitors and high
spenders (luxury markets) through use of Digital technology, by making unique
image of Sankara hotel& resorts and Kenya tourism, by creating and serving tourist
in such way that they remain loyal to company.
72
Resources required to tap the Business Opportunity in Kenya

Risk Management
Risk management is an integral part of the Companys business process. With the help of
experts in this field, risks are carefully mapped and risk management frameworks
evolved. Pertinent policies and methods are set forth to mitigate such risks.
The Company must take several measures at all levels to beef up its security
preparedness. In addition to the physical security measures, the Company also takes care
about adequate insurance cover to meet financial obligations which may arise from any
untoward incidents.
To counter the risk from growing competition, both the Company must renovating and
continuously repositioning its properties. It is also improving its service standards to
provide exceptional services, consistently, across all its hotels and travel business.
Efficient Internal Control Systems
The Company has required establishing a well-structured internal control system. Various
policies and standard operating procedures covering all critical and important activit ies
viz. revenue assurance, hotel operations, purchase, finance, human resources, etc. These
policies & procedures are updated from time to time.
The focuses of efficient control system are as follow
Identifying weaknesses and areas of improvement
Checking of compliance with defined policies and processes
Safeguarding of tangible and intangible assets
Management of business and operational risks
Compliance with applicable sTAKutes
73
Human Resources and Industrial Relations
Yatra.com and Sankara hotel requires giving importance to human resources and focuses
on high degree of professional learning and development, concern and care towards its
employees.
To ensure that there is transparency and higher level of integrity with the feedback
system, Employee Satisfaction Surveys are rolled out online, with very little human
interface. All feedbacks received are analyzed and worked upon to enhance work place
efficiencies and make the Company an 'Employer of Choice'.
Physical Resources
Whether a small home business or a retail operation with multiple locations, every
organization must have the appropriate physical resources to survive. This includes a
proper workspace, working telephone line, adequate information systems and effective
marketing materials. This aspect of business planning can be one of the costliest. As
such, it is important for an entrepreneur to realistically assess his needs before making
any purchases.
Emotional Resources
Starting a business can be an extremely stressful endeavor for an entrepreneur to
undertake. To maintain her sanity as well as stay motivated, it is important she have a
support team that can give her inspirations and guidance as needed. This team may be
composed of friends and family as well as a mentor or professional group.
74
Strategy
The next step is to know how customers will answer the question "why my hotel?"
How will you tailor your services to the customers you want to attract, whether they
are families with kids, couples on romantic vacations, businesspeople, or
international tourists? Consider the combination of amenities, atmosphere, location,
and services that will be right for your customers. Always keep in mind that strategy
means making tradeoffs - it is almost impossible to be everything to everyone and
succeed. You might have to forgo certain customer target markets in order to make
your service offering perfect for your most desired customers.
Planning
A simple, clear, but persuasive business plan will be necessary not only for company
to think through how they will take on the opportunity, but for company to convince
any investor or lender that they have the ability to do so. No savvy investor will be
attracted by a lack of planning. There is no excuse to not create a plan with the
wealth of information available on writing business plans and even business plan
templates tailored to the hotel business sector.
Finance
Whether you buy an existing hotel, build one from scratch, or renovate a building
into a hotel, or start a online travel company you will need millions of dollars to
invest. Assuming you do not have this money, you will need to seek bank loans
and/or angel investment in your business. As you will be working with considerable
assets, dependable and experienced legal and accounting help is a must as you
create deals with investors.
75
Hospitality Mindset
Finally, you must have an ingrained sense of how you want your guests to be treated
so that you can instill this mindset in your top management and they can, in turn,
teach this to the staff. Staying at a hotel can be stressful and uncomfortable, and
guests demand the highest attention to their needs or they will have no problem
complaining loudly and publicly. If employees sense you have higher motives than
customer satisfaction, customer service may fall by the wayside and your hotel
business may fail or never take off in the first place.
76
Findings & Results
India is having liberal policy for tourism so it is a great opportunity of the

company for invest or expand their services in more country.
The governments investment in tourism such as highways, hotels and tourism

zone in Kenya, eastern and western seaside will mean that the future of Kenya
tourism is bright.
Social networking & mobile internet are in increasing trends in overall world.
In Kenya the internet is already a force to be recognized in terms of tourism

marketing.
If we compare the internet marketing in tourism of both india and Kenya then we
find that india is having largest online market as compare to Kenya.
77
Business Model
Market Opportunities in Kenya Tourism

A
report by Tourism Authority of Kenya (TAK) says that in 2013 the country has
set a target to lure 24.5 million tourists, up from 19.09 million in 2012, and
generate tourism-related revenue of 1.1 trillion Swahili, up from 734.5 billion
Swahili. The big target is for 2015. The Yingluck Shinawatra administration plans
to welcome 30 million tourists and earn two trillion Swahili from tourism.
TAK forecasts
a seven percent jump in overall foreign arrivals in Kenya, with
revenue up 13 percent. Foreign arrivals are forecast to hit 28 million, an increase

of seven percent from the 2013 projection of 24.5 million. Tourism revenue next
year is projected at 1.32 trillion Swahili, up 13 percent from this years estimate
of 1.14 trillion Swahili.
Indian Tourist Influx in Kenya

India
is a land of great opportunity, particularly for tourism, because it will have
403,000 millionaires within three years and the world's largest population, ahead
of China, in 2025.
With
the number of Indian visitors leaping 20.57 per cent to 916,787 last year,
Kenya was the No 1 destination while India became the sixth-largest source
market for the country, he said. This reflected the growing economy, improving
air access and facilities and increasing affordability.
According to
an article published in Daily News Analysis (DNA), some 9.14 lakh
Indian tourists visited Kenya in 2012. Kenyan tourism estimates indicate the
figure will likely swell by 16 percent to about 11 lakh in the coming years.
78
TAK projects the number of visitors from India will reach 1.3 million this year. The
spending per head of Indian tourists is estimated around 5,281 Swahili per day,
compared to 4,389 Swahili per day for general tourists.
Business Strategy:
Yatra.com & SANKARA HOTEL & SPA make A Strategic Alliance
Sankara Hotel, Resorts, & Spa has not having good online travel system and make my
trip does not have any alliances with hotels, resorts, heritages etc. So it will be a
healthy deal for both the company
Through strategic alliance both the company will be able reduce the cost of
operation so it will be reduce the overall cost of serving the customer.
So it possible through strategic alliance that company
reduces the cost and increase
the demand.
Promote Tourism:
Do a Branding of 'Amazing Kenya: It begins with the People' With SANKARA, Kenya
Communicate emotional value of visiting the country & to stay in the Sankara
To make communication and Marketing Strategy by Keep in mind the culture and
Kenyan-ness. of Kenya
79
Attract Tourist for Yatra.com & Sankara

1. Focusing on High End Segment:
With the help of luxuries facilities provided by SANKARA HOTEL & SPA
Yatra.com can give the best package to tourist by doing strategic alliance with
Sankara
2. Focusing on Leisure Travelers:

Do a Branding of 'Amazing Kenya: It begins with the People' With Sankara, Kenya
Both the Company must keep customer at center.
Company must choose the destinations and services that satisfy deeper needs for
participation, creativity, community, and idealism.
Provide product and service that crate unique experience for visitors
3. Affordable & Customized tour Package
Both the company can give the customized services in terms of travelling,
accommodation, food & entertainment.
It also possible through strategic alliance that both the company reduce the cost of
operation and other expenses so its reduced cost of tourism package offer to
customer and increase the sales revenue of both the firm.
80
4. Use Of Digital Technology

94
percent of Indian tourists are Smartphone users and can access the mobile
Internet, so Yatra.com and Sankara can use the online channel to promote the
products and services of company. Company can also goes for marketing and
promotions through digital and online networks as well as online games and mobile
applications.
81
Business Model
Distributor
Suppliers
Hotel
SANKARA
SANKARA
Resorts
SANKARA
Spa
Entertainmen
t & Leisure
Service
Provided By
Hotel
SANKARA
Other
Car & Bus
Rental
Visa
Passport
Office
Cruise
line
Other
leisure
tourism
service
provider
Customers
Websites
Direct Office or
Agent
Customer
STRATEGIC
ALLIANCE
YATRA.COM
PVT. LTD.
Online B2B
Portal
Online B2C
Portal
82
Leisure
Business
CONCLUSION
This research has identified the market opportunities and weakness of Kenya
Tourism Company and Indian Tourism Company. As we wants to increase our
revenue so for that we have made business plan to improve the financial as well
as operational condition of company with the help of cooperative strategy
adoption and giving concept of 'Amazing Kenya: It begins with the People' for
enhance their leisure and luxuries tourism segment.
There is huge demand and tremendous potential for leisure tourism segment in
the Kenya destination, proper strategy implemenTAKion plan is need for business
plan.
83
Bibliography
www.gtu.ac.in
www.incredibleindia.org
www.tourismindia.org
www.tourism.gov.in
www.yatra.com/travel/india-tourism/
india.gov.in/topics/travel-tourism
www.Kenyanemb.org.in/en/information
www.indianembassy.in.th/relationpages/
www.tourismKenya.org
www.tourismKenya.com
www.Kenyantourismguide.com/
www.TAKnews.org/
www.yatra.com/
mobile.yatra.com/
www.yatra.com/about-yatra.html
articles.economictimes.indiatimes.com/
themarketingblog.wordpress.com
investing.businessweek.com/
www.mbaskool.com
www.slideshare.net
swot.advisorgate.com/
www.indiamba.com/
www.Sankara.com/
www.gha.com/Sankara
za.hotels.com//bankok hotels
www.studymode.com/
beforeitsnews.com/
www.nytimes.com
www.nesdb.go.yh/
www.marketresearch.com/
www.investopedia.com
www.businessdictionary.com
travel.gc.ca/
84
smalltraveller.gov.au/
www.reserachgate.net/
controlrisks.com/
www.Kenyaguru.com
www.mfa.go.th
www.vfs-Kenya.co.in/
www.indianembassy.in.th/pages/php
india.siam-legal.com
www.samuiforsale.com/
www.lexmundi.com/
www.tmf-group.com/
export.gov.Kenya/doingbusinessinKenya/
www.boi.go.th/index.php?...a_business
www.doingbusiness.org/data/.../Kenya/
85

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I would like to acknowledge and extend my heartfelt gratitude to our respectful

I would like to acknowledge the respective faculty guide

Prof. Falguni Shelani

SUMMARY OF PART-1 (SEM. 3)

SUMMARY OF PART -2 (SEM 4)

Overview of Tourism in India

Overview of Kenya Tourism

Introduction of Yatra.com Pvt. Ltd.

SWOT Analysis of Yatra.com

Introduction of SANKARA HOTEL & SPA

SWOT analysis of SANKARA HOTEL & SPA

Market Opportunities in Kenya

Resource Required to Tap the Business opportunities in Kenya

Findings & Suggestions

Business Plan & Conclusion

Executive Summary (SEM III)

LOCATION: KENYAis a country in Africa (green).

Literacy is increasing for both men and

Food & Diet

Population Growth Rate

GDP (US $ billions)

GNP per capita at PPP

GNP annual growth rate

% Below international poverty line

Gross primary school enrollment (% of 1990

Gross secondary school enrollment (% of

% Government budget spent on:

Social Services Total

IMR (deaths per 1,000 live births)

Under-five Mortality Rate (per 1,000)