The County Government of Embu, through its Department of Trade, Tourism, and Marketing, has launched an ambitious programme to revive and position Mwea Game Reserve as a key tourism hub in the country.
Towards this end, the county has partnered with over 70 tourism marketing agents in a move aimed at shining a spotlight on its untapped potential.
The little-known game reserve, located in Mbeere South Constituency, measures 42 square kilometers and is home to a significant number of animals including elephants, zebras, buffaloes, gazelles, and the rare Rothschild giraffe.
The reserve also offers idyllic relaxation after safari adventure along the sandy beaches of Kindaruma Hydro Dam towards the edge of the reserve that mimics coastal beaches.
The area is a popular picnic site for local groups doing team building. Boat riding is also available around the dam, where one can also have a chance to see crocodiles and hippos.
However, the reserve that has been in existence for over four decades has remained unutilized in terms of being a tourist attraction or destination site.
County Executive Committee Member for Trade and Tourism Francis Ndwiga exuded confidence that the partnership will help revive and unlock the potential of the reserve.
'We are determined to showcase this county’s hidden gem and ensure it becomes a must-visit destination for both local and international tourists,” he said.
He was speaking on Monday when he hosted more than 70 tour operators for a game drive around the conservancy who will be instrumental in promoting and popularizing the game reserve.
Tour Operators Society of Kenya (TOSK) Chair Daniel Mbugua expressed excitement about the partnership, stating that it would elevate Embu's profile on the global tourism map.
“Our goal is to open this county that has been a hidden gem to the world," he said, noting that the promotion will give people a chance to travel around the country away from the commonly known crowded places.
Francis Njue, founder of 1000 Lenses, a tour operating entity, said the reserve had been one of the most untapped and hidden gems of tourism in Kenya.
"Mwea is the closest place from Nairobi where one can see elephants in their natural habitat and also the endangered Rothschild giraffe," he said.
He continued, " it is also an amazing place with wonderful beaches and we are promoting these unique places to open up tourism in Kenya where people can visit and walk away from the traditionally known places such as Masai Mara and so on"
He said the reserve was a sleeping giant that has the potential to transform the financial fortunes of the county and put it on the world map as a preferred tourist destination.
County Trade and Tourism Chief Officer Benjamin Wamalwa urged residents to embrace domestic tourism and take pride in their heritage.
“When residents visit and promote these sites, it not only boosts revenue but also inspires their growth and preservation,” he said.
As part of the initiative, the county government and its partners plan to roll out aggressive marketing campaigns across multiple platforms.
These efforts will highlight key attractions such as waterfalls, nature trails, cultural festivals, and historical landmarks.
The campaigns aim to create awareness and entice both seasoned travelers and first-time visitors.
With this renewed focus on tourism, Embu County is poised to emerge as a vibrant destination that celebrates its natural beauty, rich culture, and welcoming spirit.
