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The Committee on Tourism and Wildlife has called for stronger collaboration among state agencies and stakeholders to effectively market Kenya as a leading tourist destination. During a series of meetings with key tourism bodies, the committee, led by Chairperson Hon. Kareke Mbiuki (Maara), expressed concerns over Kenya’s declining competitiveness compared to other African destinations with similar attractions.
The discussions involved the Kenya Tourism Board (KTB), Tourism Regulatory Authority (TRA), Tourism Research Institute (TRI), and Kenya Utalii College. The committee emphasized the need for a coordinated and innovative approach to increase tourist arrivals and enhance the country’s global visibility.
“As a committee that oversees and allocates funds to the sector, we want to see the tourism agencies working together with all stakeholders to position Kenya as a top tourism destination,” Hon. Mbiuki stated. He further stressed the importance of seeing tangible results, noting, “We cannot continue to push for increased funding for the agencies without seeing tangible results.”
During the meetings, agency heads voiced concerns about inadequate budgetary allocations, which they said are hindering their operations. KTB CEO June Chepkemei highlighted the need for an additional Sh 1.4 billion to increase tourist numbers from the current 2 million to 3 million by 2025. She outlined the board’s plans to innovate and diversify Kenya’s tourism offerings, including embracing medical, halal, sports, and cultural tourism.
“We recognize the need to innovate and diversify our offerings. We have come up with strategies to boost our tourism that include embracing medical, halal, sports, and cultural tourism. This will attract more tourists to our country,” Ms. Chepkemei stated, appealing for the committee’s support.
In addition to marketing strategies, the committee discussed a proposal to grant Kenya Utalii College the authority to certify all tourism and hospitality professionals in the country. Utalii College CEO Peter Muindi supported the idea, suggesting that it could bring order to the industry and generate significant income for the institution.
“Making the college a certification institute similar to the Kenya School of Law will not only restore order in the industry but also generate significant income for the institution,” Mr. Muindi said.
The committee’s call for enhanced collaboration and innovative strategies underscores the critical need for a united effort in boosting Kenya’s tourism sector, ensuring the country remains a competitive and attractive destination on the global stage.
