National Assembly Committee on Tourism and Wildlife has urged state agencies and stakeholders to collaborate in marketing Kenya as a top tourist destination.
Led by chairperson Kareke Mbiuki (Maara), members of the committee voiced concerns that Kenya continues to lose potential tourists to competing African destinations with similar attractions.
In separate meetings with CEO’s Kenya Tourism Board (KTB), Tourism Regulatory Authority (TRA), Tourism Research Institute (TRI), and Kenya Utalii College, the committee emphasised the need for a coordinated approach to increase tourist numbers.
“As a committee that oversees and allocates funds to the sector, we want to see the tourism agencies working together with all stakeholders to position Kenya as a top tourism destination,” Mbiuki said.
He further added, “We cannot continue to push for increased funding for the agencies without seeing tangible results.”
The agency heads expressed concerns about inadequate budgetary allocations, which they revealed are impeding and hampering their effectiveness and productivity.
KTB CEO June Chepkemei told the MPs that the institution requires an additional budget of Sh1.4 billion to boost tourist numbers from the current 2 million to 3 million by 2025.
The committee urged the board to adopt innovative and creative marketing strategies to enhance Kenya's visibility in the global tourism market and expand its focus beyond traditional tourism offerings.
"As a board, we recognise the need to innovate and diversify our offerings. We have come up with strategies to boost our tourism that include embracing medical, halal, sports, and cultural tourism. This will can attract more tourists to our country,” Chepkemei said.
Utalii College CEO Peter Muindi supported a proposal by the MPs to grant the institution a mandate to certify all tourism and hospitality professionals in the country.
“Making the college a certification institute similar to the Kenya School of Law will not only restore order in the industry but also generate significant income for the institution,”Muindi said.