This page contains a Flash digital edition of a book.
Also in the pipeline is the establishment


of the Kenya Tourism Research Institute (KTRI) whose functions will include “assessment of strategies and techniques for product development and marketing, the undertaking of marketing intelligence, and the provision of information on early warning and disaster management.” As it streamlined its tourism agencies


on the one hand, the government embarked on phase two of its strategy, which was to diversify Kenyan source markets and also offer new incentives in line with global travel dynamics. From 2005, Kenya began sourcing


for tourists from the Far East, when its “Look East Policy” became official, and the country was subsequently granted China’s “Approved Destination Status”, which saw Kenya attracting hordes of Chinese tourists. In 2009 Kenya intensified its advertising by focusing on Russia and Eastern Europe, while still maintaining aggressive promotions in its traditional source markets of Western Europe and North America. In a bid to stimulate development in


the sector the government is openly luring investors to take advantage of emerging models of tourism, such as cultural and heritage tourism, coastal tourism, sports tourism, eco-tourism, aviation and conference and business tourism. In order to reap maximum returns


from tourism and open the sector to more players the government has also set in motion a tourism bill, which seeks to amalgamate relevant tourism-related laws into one statute, to boost efficiency, encourage investment and spur growth in the sector. Hand in hand with this, the tourism board has unveiled a strategy to brand the Western and Northern Tourism Circuits by opening up the Lake Victoria region, Kakamega Forest, Nandi Hills and the Jade Sea (Lake Turkana) regions to tourists. Keen to build yet another original


brand in tourism, the ministry, together with bilateral partners, has encouraged communities to invest in tourism through the eco-friendly community conservancies and lodges concept. Laikipia, Ruko, Lewa, Kalama, Lekuruki, and Il Ngwesi are some of the community-run conservancies that dot the Kenyan safari landscape and have become quite popular due to the enrichment through cultural and heritage tourism. However, in the last three years, beach


tourism has seen a downward trend, partly due to insecurity and the threats posed by piracy and what insiders call a “general lack of creativity in the coastal resort management.” This lackadaisical approach earned the


New African April 2011 | 63


Kenyan tourism actors some flak from the World Bank when it released its report, Kenya’s Tourism: Polishing The Jewel last year. “Kenya has been a tourism leader and


has pioneered products that are world- class. The country has a great asset base, entrepreneurial people, and a geography and climate that allow year-round tourism activity. “Kenya invented the photo safari


and still defends it strongly; it moved into private game ranches and private conservancies, which illustrates Kenya’s ability to be progressive yet practical in its goal for sustainability. “On the other hand, Kenya’s beach


tourism is a tired and less competitive product in today’s marketplace; but could rebound if the necessary rehabilitation is achieved. Strategic development of business and conference tourism also holds promise. Cultural heritage tourism resources are also abundant and command


further development,” said the report. And Balala acknowledges this criticism:


“The main product that is tired is the beach destination. We are lacking good quality products in terms of hotels. But we are not resting, we are seeing this as a positive opportunity for us to raise our standards.” The government has also taken


seriously the challenge of encouraging both local and international investors by offering them incentives to invest in the sector, thereby rehabilitating and developing infrastructure through road construction, upgrading railways, airports and airstrips, developing the energy supply and beefing up security by upgrading the Tourism Police Unit. “We want to market Kenya but we


also want to give them [tourists] value for money. We want to do something new with them other than just going to the coast or the Maasai Mara, and market more of the beauty of Kenya,” says Joseph.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92