State bets on multi-sectoral strategy to steer tourism recovery

East African affairs, Commerce and Tourism CS Phyllis Kandie (left) with Kenya Tourism Board MD Muriithi Ndegwa during a symposium on tourism recovery in Mombasa. (Photo: Maarufu Mohammed/Standard)

Kenya is banking on an all-inclusive approach to help turn around the fortunes of the multi-billion-shilling tourism industry. The industry has suffered one of its worst downturn owing to security concerns.

East African Affairs, Commerce and Tourism Cabinet Secretary Phylis Kandie said though insecurity and travel advisories have directly been responsible for the decline in the number of tourism arrivals over the past one and half years, the Government is keen to reverse the trend.

“We have put in place strategies, which we are convinced will turnaround the tourism sector by bringing together the private sector, central and county governments respectively,’’ Ms Kandie said.

Addressing the 13th edition of the Annual Kenya Association of Hotelkeepers and Caterers Symposium at the Sarova Whitesands Beach Resort & Spa in Mombasa last week, Kandie said a Cabinet sub-committee would offer leadership to the multi-sectoral agency to steer tourism to full recovery.

The agency includes her ministry, Internal Security, Transport and Infrastructure, Environment , Health, Devolution, Treasury and Foreign Affairs ministries. Other agencies include private sector players and county governments.

Ms Kandie noted that each player in the recovery team will have clear roles and timelines. “The leadership structure is in place, provided at the Presidency level, Cabinet and the Ministry of East African Affairs, Commerce and Tourism,’’ she said.

Sector’s revival

The Cabinet Secretary observed that Sh5.2 billion has been allocated to the sector’s revival and has gotten the approval of Parliament for the year 2015/2016. A fortnight ago, the United Kingdom, which is Kenya’s largest tourist source market lifted advisory to Kenya. Kandie also announced that they will soon be rolling out a one-year global advertising campaign through CNN, targeting key source markets such as the Americas, Europe, Asia and Africa.

The Cabinet secretary however, noted that the domestic market remains Kenya’s low hanging fruit. She challenged stakeholders to be abreast with modern trends in the hospitality industry and ensure they diversify both their local source markets and products they offer. Kandie explained said that the formation of the Tourism Regulatory Authority which has been operative for the last one year has endeared the industry to be a regulated sector that meets international set standards.

She said TRA ratings which has already begun in Western Kenya and will soon be rolled out to the rest of the country.

She explained that in the medium-term, with massive investment in venues and supporting infrastructure such as roads and airports upgrade, Kenya’s reputation as a leading meetings, incentives, conferencing and events (MICE) destination in Africa will continue to grow. “MICE development is a key pillar to bringing in sustainability into the sector. This month, Kenya will be hosting the Global Entrepreneurship Summit (GES) which will be graced by US President Barrack Obama,’’ she said.

KICC Managing Director Fred Simuyu said that the GES event will draw in over 2,500 delegates. “This will have an expected economic impact of $5,000,000 (Sh490 million),’’ Simiyu said.

He noted that owing to the number of high profile guests coming for the event, the world focus in terms of publicity will be on Kenya. “MICE builds community profile in terms of publicity , image creation and enhancement as well as interest from visiting delegates grow,’’ he added.

Other high profile global meetings slated for Kenya at KICC include the Public International Relations conference, Africa Travel Association Conference and the 10th World Trade Organisation Ministerial meeting in December, 2015.