Kenya’s tourism industry is set for a transformative expansion as the Ministry of Tourism and Wildlife unveiled nine regional tourism circuits. This bold initiative marks a renewed focus on promoting domestic and international travel, with the goal of enhancing Kenya’s tourism profile under the “Tembea Kenya” initiative. Launched in Kisumu County by the Cabinet Secretary (CS) for Tourism and Wildlife, Rebecca Miano, the circuits represent a significant milestone in the country’s efforts to reimagine its tourism offerings and tap into previously underutilized attractions.
With Kenya’s diverse geographical, cultural, and ecological landscapes, these circuits will offer immersive experiences tailored to modern tourist demands, aiming to boost both the domestic and international tourism markets.
Reimagining Kenya’s Tourism Experiences
At the heart of the unveiling of these circuits is a vision to cater to the evolving trends in global and local tourism. CS Miano highlighted that the circuits are designed to provide a holistic and immersive experience for tourists, whether they are first-time visitors or seasoned explorers of Kenya. “We have incorporated emerging niches such as adventure, sports, culture, eco-tourism, wellness tourism, and other segments. Every region has a unique reason to visit, and we encourage travelers to savor the diverse experiences,” she said.
The circuits will not only provide unique tourist experiences but will also ensure sustainable tourism practices by aligning with conservation priorities. This strategic move is set to improve the competitiveness of Kenya’s tourism sector on the global stage, while also ensuring the preservation of Kenya’s natural and cultural heritage for future generations.
The Nine Tourism Circuits
The circuits span all 47 counties and are divided into the following regions:
- Nairobi Circuit
- Central Kenya Circuit
- Coastal Circuit
- Northern Circuit
- Western Circuit
- Southern Circuit
- North Rift Circuit
- South Rift Circuit
- Eastern Circuit
Each of these circuits is designed to highlight the unique attractions and experiences within their respective regions. For instance, the Nairobi Circuit will feature urban attractions alongside wildlife experiences, while the Coastal Circuit will showcase Kenya’s pristine beaches, rich history, and vibrant Swahili culture. Similarly, the Northern Circuit will highlight the rugged beauty of Kenya’s arid landscapes and rich cultural heritage, while the Western Circuit will introduce visitors to lesser-known gems like Ndeere Island and Kisumu’s ecological attractions.
A New Focus on Domestic Tourism
The “Tembea Kenya” campaign, which translates to “Explore Kenya,” remains the flagship program aimed at boosting domestic tourism. This initiative seeks to encourage Kenyans to explore their country and appreciate the variety of experiences it has to offer. Through this campaign, the Ministry of Tourism and Wildlife has sought to demystify the notion that tourism is only for international visitors, recognizing the growing potential of local tourists to drive the tourism sector.
CS Miano underscored the importance of domestic tourism, stating that it provides a reliable market that can cushion the tourism industry during times of uncertainty in the international market. The COVID-19 pandemic, for instance, showed the need to pivot to local markets, as international tourism ground to a halt due to travel restrictions. Kenya, like many other tourist-dependent countries, had to adapt quickly by focusing on local travelers.
As part of the broader “Tembea Kenya” agenda, CS Miano announced the launch of a photography contest aimed at encouraging Kenyans to showcase the beauty of their home regions. This initiative is intended to foster pride in the country’s diverse attractions and encourage greater participation in tourism activities.
Celebrating Kisumu’s Tourism Potential
The launch of the nine tourism circuits took place in Kisumu County, part of the Western Circuit, during the Kenya Tourism Week celebrations. Kisumu’s strategic location along Lake Victoria offers a range of tourist attractions, including Ndeere Island and the breathtaking views from Kajulu Hills. As part of the weeklong celebrations, visitors were treated to a range of events, activations, and showcases that highlighted Kisumu’s tourism potential.
The celebrations also served as a platform to engage the youth in tourism and conservation efforts. Events such as street art installations and a hackathon drew youth participation, showcasing their role in shaping the future of tourism. Additionally, fashion shows and tree-planting activities at Kajulu Hills emphasized the importance of combining culture and conservation to create a sustainable tourism model.
Leveraging County Collaboration for Growth
Narok County Governor, Patrick Ole Ntutu, who serves as the Chair of the Council of Governors’ Tourism and Wildlife Committee, expressed his full support for the marketing and promotion of the circuits. He highlighted the role that counties can play in supporting tourism growth, calling for increased government allocation to the sector. “Tourism, if well harnessed, could become the largest contributor to the GDP and a major source of employment for the youth, which is one of the government’s key agendas,” Governor Ntutu remarked.
The Governor also pledged to champion tourism as a priority in county government agendas. He emphasized the need for counties to collaborate closely to ensure the success of the tourism circuits, noting that many of the circuits span across multiple counties. By promoting cross-county tourism activities, Kenya can ensure that tourists experience the full range of its attractions, from the coastal beaches to the scenic highlands and the vast savannahs.
Governor Ntutu, who was the Chief Guest at the gala event, also congratulated the recipients of tourism excellence awards. The awards recognized individuals and organizations making significant contributions to the tourism sector, with categories such as start-up company of the year, conservation champion of the year, travel content creator of the year, peace advocate, and community impact award. These awards highlighted the role of innovation, creativity, and community involvement in advancing Kenya’s tourism industry.
Strengthening County-Ministry Collaboration
Principal Secretary for Tourism, John Ololtuaa, emphasized the importance of collaboration between the national government and county governments in realizing the full potential of Kenya’s tourism sector. He noted that the circuits would allow for more targeted efforts in improving destination competitiveness across regions. “This strategy will allow us to work more closely with counties to enhance destination competitiveness across all our regions. We want to see increased bed nights, longer stays, repeat visits, and an overall enhanced visitor experience,” said PS Ololtuaa.
Collaboration with county governments will also help address gaps in infrastructure and services that could hinder tourism growth. By working together, the Ministry and county governments can ensure that tourists have access to high-quality facilities and services, no matter which region they visit.
Promoting Kenya as a Global Destination
Kenya Tourism Board (KTB) CEO, June Chepkemei, also reiterated the board’s commitment to marketing the circuits to both domestic and international audiences. The KTB will be responsible for developing marketing strategies that highlight Kenya’s diverse attractions, positioning the country as a must-visit destination for global travelers. “These circuits will play a pivotal role in ensuring tourism opportunities reach every county, driving inclusive growth and solidifying Kenya’s status as a must-visit destination,” said Chepkemei.
The KTB will also play a role in ensuring that the circuits are promoted through modern platforms, including digital marketing campaigns and partnerships with travel content creators. By leveraging the power of social media and influencer marketing, the KTB aims to attract a new generation of travelers who seek unique, off-the-beaten-path experiences.
A Promising Future for Kenya’s Tourism Industry
The unveiling of the nine tourism circuits is a significant step in diversifying Kenya’s tourism offering and promoting sustainable tourism practices. By focusing on both domestic and international travelers, the Ministry of Tourism and Wildlife aims to create a resilient tourism industry that can withstand global challenges while providing enriching experiences for visitors.
The circuits offer a fresh approach to tourism, inviting travelers to explore the hidden gems of Kenya’s diverse regions. With targeted marketing campaigns, collaboration between county and national governments, and the involvement of youth and communities, Kenya’s tourism future looks bright. The “Tembea Kenya” initiative, combined with these new circuits, is set to unlock the country’s vast tourism potential, making it a top destination for travelers worldwide.
