Awaken the tourism giant that Kenya is

Tourists at Maasai Mara National game reserve in Narok county. [Kipsang Joseph, Standard]

By any standard, Kenya is one of the most beautiful countries in the world. We have breathtaking landscapes, unique wildlife, pristine beaches, mountains, lakes, and cultural icons that should be known all over the world.

Starting with the snow-capped peaks of Mt Kenya to the white sandy beaches of the coast and the savannahs in between, Kenya possesses a natural wealth that many nations can only dream of. Yet despite these immense advantages, one cannot escape the feeling that we do not sell our country nearly as well as we should.

Our tourism potential remains largely unexploited, and many opportunities pass us by. When browsing online news sites, I come across numerous advertisements promoting foreign tourist destinations. Turkey, for instance, seems to advertise relentlessly. While it is undoubtedly a beautiful country with a rich history, it is difficult to argue that it possesses natural attractions that surpass Kenya’s.

Yet every year, Turkey attracts tens of millions of tourists who willingly travel there, often in search of nothing more than a sun burn. The difference is not necessarily what they have, but how effectively they market it.

Closer to home, Rwanda provides an even more striking example. It is a much smaller country than Kenya and possesses far fewer natural resources. Yet Rwanda has successfully built a global tourism brand around one of its most famous attractions—the mountain gorilla. They have made gorilla tourism into a million dollar industry.

Some creative individual even came up with the idea of naming the gorillas. The idea was initially met with derision – just another publicity stunt – but it has mutated into an internationally recognised event that attracts global attention. One can only imagine the confusion experienced by the poor animals as tourists enthusiastically call them by their newly assigned names. I am sure each gorilla has no less than a dozen names.

Perhaps Kenya should borrow a page from Rwanda’s playbook. If naming gorillas can generate such interest, why not name some of our very own wildebeests that participate in the annual migration across the Maasai Mara?

Better still, perhaps we could make a business case out of naming the crocodiles that waylay the wildebeests during their dramatic river crossings. I can think of a number of living and departed public figures whose names might suit these reptiles perfectly, though wisdom dictates that I refrain from mentioning them here. Suffice it to say that many Kenyans would have great fun participating in such an exercise. Of course, if we truly wanted to be innovative, we could introduce entirely new attractions. Imagine an annual public event where errant politicians are subjected to flogging before a cheering crowd. Such an event would undoubtedly attract considerable interest from local and international audiences. We might even contemplate a more terminal solution for the most egregious crimes.

If I were tasked with overseeing Kenya’s tourism sector, I would begin with the low-hanging fruits. One area with enormous potential is local tourism. For years, destinations such as Mombasa and much of the coast appeared to be reserved primarily for foreign visitors. Although that has improved considerably, there remains significant room for growth in encouraging Kenyans to explore their country. It is remarkable how many citizens have never visited some of Kenya’s most famous attractions. There are Kenyans who have never seen the ocean. A friend from Kiambu saw Mt Kenya for the first time only a few weeks ago. As for me, I confess that I have never travelled beyond Nanyuki into the vast and beautiful lands of Samburu.

Perhaps the greatest opportunity for Kenya’s tourism sector lies not in convincing foreigners, but first encouraging Kenyans to discover their own country. A population that travels, explores, and appreciates its national treasures becomes the best ambassador for tourism.

Kenya has many attractions. What we lack is the imagination, investment, and determination required to unlock their value. The potential is there: the all-important question is, are we ready to seize it?

-The writer is a communications consultant