The plan, covering the period from 2023-2027, outlines a roadmap to drive sustainable growth and engagement across various sectors of the tourism industry.
It is themed “Transforming Tourism and Wildlife for Sustainability, Resilience and Inclusivity” and focuses on five key areas.
On tourism growth, the ministry’s primary goal is to attract 5 million visitors by 2027, establishing Kenya as a premier destination under the banner “Home of Human Origins.”
The slogan “Karibu Nyumbani” (“Welcome Home”) will serve as a call to both international tourists and the Kenyan diaspora.
The plan also gives focus to youth initiatives in both tourism and conservation given that over 70 per cent of the country’s population is youth under 30 years.
The government aims to harness this demographic to ensure the future of the country’s tourism industry and its natural heritage.
On economic impact, the plan highlights tourism and wildlife as key drivers of job creation, foreign exchange earnings, and tax revenue.
This strategy is designed to ensure that natural resources are conserved for future generations, while simultaneously boosting the economy.
Another focus is on skills development where the ministry seeks to expand opportunities for the youth through training institutions such as Kenya Utalii College and the soon-to-be-established Ronald Ngala Utalii College.
This initiative aims to provide world-class skills to meet the demands of the global hospitality market.
The ministry’s plan, additionally, focuses on expanding Kenya’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
The government intends to fast-track the establishment of the National Convention Bureau and invest in world-class infrastructure to make Kenya a competitive player in the global MICE industry.
Cabinet Secretary Rebecca Miano who spoke during the launch emphasised the importance of strategic planning and action in achieving the Ministry’s vision for the next five years.
“The ministry is committed to strengthening the policy, legal, and institutional frameworks in place and ensuring that Kenya remains competitive in the global tourism and wildlife markets,” she said.
The launch of the plan coincided with the unveiling of the Youth in Tourism and Conservation Initiative aims to enhance the role of young people in driving the future of Kenya’s hospitality and biodiversity guardianship.
It is designed to create economic opportunities for young people through a retooled approach to tourism and conservation.
It emphasizes innovation and technology in tourism and conservation, sustainable tourism practices and tourism promotion and branding of Kenya as a youth-centric travel destination.
Others are data and research gathering to support evidence-based decision-making, building partnerships to amplify the sector’s reach and impact and engaging young people in conservation efforts and promoting local communities’ participation in tourism.
“The initiative also includes a series of youth-led activities, such as a youth empowerment training program for Tuk-Tuk operators in Kilifi, bird watching guide training on Rusinga Island, and support for youth involvement in handicrafts and eco-tourism ventures,” reads a statement.
Further activities include cultural tourism engagements in Naivasha, youth-led eco-tourism ventures in Kakamega, and Mount Kenya tourism route development.
Miano at the same time stated that the ministry will officially launch the Youth in Tourism and Conservation Innovation Hub at the Tourism Fund Building early next year.
It is aimed at enhancing the coordination and implementation of the initiative’s activities.
