How Kenya Is Repositioning Itself As Leading Global Tourism Destination

Kenya, 30 October 2025 - Kenya’s tourism industry which was once a continental powerhouse is undergoing a critical re-awakening.

The Ministry of Tourism and Wildlife has launched an ambitious campaign to revive the sector amid growing competition from regional peers such as Tanzania and South Africa.

The initiative signals a shift in strategy, one that blends academic reform, local participation, and environmental conservation.

At the heart of the government’s plan is a move to reposition Kenya as a leading global tourism destination.

Through the State Department for Tourism, the ministry is developing new strategies and establishing centres of excellence* to modernize training in tourism and hospitality.

According to a consultant with the United Nations Economic Commission for Africa (UNECA), Prof Ray Mutinda, Kenya Utalii College has been identified as one such centre.

Speaking during a public participation forum in Kisumu, Prof. Mutinda said the initiative aims to align Kenya’s tourism education with global standards while mapping the entire sector to identify key players and training institutions.

“The government is keen to understand the type of curriculum offered by these institutions and will propose alternatives if needed,” Prof explained.

He added that the broader goal is to empower young people studying tourism and related disciplines to drive the industry forward.

The Kisumu County Executive for Tourism, Farida Salim, used the same platform to highlight an often-overlooked aspect of the sector — local tourism.

She lamented that many residents remain unaware of the attractions in their own backyard, such as the Impala Sanctuary.

“Some people in Kisumu are growing old without ever setting foot in the Impala Sanctuary, which is right here in the city,” she observed.

“Before even foreign tourists come in, we must first learn to appreciate what we have.”

Ms Salim unveiled a new county initiative dubbed “Kisumu My Pride,” designed to market the lakeside city’s unique culture, heritage, and natural beauty to both domestic and international visitors.

The campaign, she said, would tell Kisumu’s stories “through local voices” while anchoring economic growth on sustainable tourism practices.

Salim also underscored the need to balance tourism development with environmental preservation, particularly around Lake Victoria.

Once home to more than 380 fish species, the lake now supports only a fraction of that biodiversity due to pollution and human activity.

“We must ensure justice for Lake Victoria,” she urged.

“As we derive economic benefits, we also have a duty to conserve it for future generations.

While optimism surrounds the new tourism blueprint, stakeholders remain wary of persistent challenges.

Long-time civic leader Romanus Odhoch, warned that tourist safety and human-wildlife conflict continue to undermine the sector’s growth.

“Many visitors have been robbed, attacked, or even killed in some regions,” Mr Odhoch noted.

“Security must be a top priority if we are to rebuild confidence in Kenya’s tourism industry.”

He also called for fairer park entry fees for locals, saying domestic tourism could thrive if citizens were not priced out of their own attractions.

Prof Mutinda responded that human-wildlife conflict is addressed under the Wildlife Act and emphasised the government’s goal of training professionals who can compete globally in tourism management and conservation.

Kenya’s tourism sector stands at a turning point.

The government’s renewed focus on education, local participation, and sustainability reflects a broader realisation that the industry’s future will depend as much on communities and conservation as on foreign visitors.

As the Kisumu forum showed, revitalising tourism is not merely about attracting more tourists but rather about redefining what Kenyan tourism means in a changing world.