Miano to launch Tembea Kenya drive to boost domestic tourism

Tourism and Wildlife CS Rebecca Miano has said the ministry will soon launch the Tembea Kenya campaign to promote domestic tourism.

The CS has in that breath called on the private sector players in the industry to capitalise on their daily interaction with tourists and work in synergy with the ministry to improve Kenya’s tourist experience.

“My commitment is to build synergies with the private sector to develop a common approach in transforming the tourism sector to be the number one contributor of foreign exchange earnings, job creation and GDP Growth,” Miano said.

She said the partnership is part of the ministry’s ambitious plan to increase tourist arrivals to five million by 2027 from the current 2.086 million and inbound receipts to Sh824 billion from the current Sh352 billion.

The CS was speaking when he met with tourism stakeholders at the KICC on Wednesday.

Miano appreciated the role the private sector plays in transforming the tourism sector, including hosting and participating in local and international events; marketing campaigns; policy advocacy; developing innovative tourism products; and Market Intelligence Sharing.

While highlighting her 11-point agenda as she settles down to business, CS Miano said among her priority areas would be to develop incentives on affordable travel and accommodation to support the growth of domestic tourism.

“As a ministry, we are developing an annual calendar of tourism events, and we will be enhancing our synergies to partner and ensure we have all year-round events promoting domestic tourism. We will soon be inviting you to launch the Tembea Kenya campaign,” she said.

The Cabinet Secretary assured the stakeholders that she has taken note of the issues, recommendations, and suggestions they raised with her predecessors, pointing out that some are still work in progress.

Going forward, the CS said the ministry commits to partner with the private sector in enhancing and providing a good environment to transform the tourism industry in a matter of ways.

These include data, information, and feedback mechanisms, tourism promotion and marketing, sustainability and climate change, tourism protection, safety and security and joint bidding for international business events.

“We will be celebrating UN World Tourism Day on September 27, 2024, which we want to optimise as a key strategy towards promoting domestic and international tourism. We have already engaged the various counties to bid for the hosting of the event,” Miano said.

On enhancing tourist security, she said: “Safety and security of tourists is paramount to sustaining the industry’s attractiveness and growth. In the last financial year, we partnered with the Kenya Tourist Federation to capacity-build stakeholders in the Coast and North Rift regions.”

Miano revealed that the ministry will enhance the partnership to include the National Tourism Crisis Management Centre, Global Tourism Resilience and Crisis Management Centre-Eastern Africa, Kenya Tourism Federation Safety & Communication Centre, and the Tourist Police Unit.