Marketing East Africa as the cradle of mankind

By Ferdinand Mwongela

As the Kenyan tourism and media fraternity came together to celebrate achievements in the tourism industry last week, one comment stood out. The chief guest at the inaugural Kenya Tourism Awards held at Nairobi's Carnivore, Taleb Rifai, the Secretary General of the World Tourism Organisation (UNWTO), suggested the marketing of the region as "the cradle of mankind."

Ideally, most of the region’s tourism marketing rotates around wildlife and natural attractions like the Rift Valley, white sandy beaches and, to some extent, its rich culture. Lightly overlooked is the region’s place as the cradle of mankind.

Archaeology enthusiasts will no doubt remember the Turkana Boy, described as the most complete early human skeleton ever found. The skeleton was discovered around Lake Turkana by a member of Richard Leakey’s team, Kamoya Kimeu.

He, the Turkana Boy, is estimated to have died about 1.5 million years ago and is a clear illustration of the evolution of man.

The 1.6 metres tall skeleton of the boy. also referred to as Nariokotome Boy, has been at the centre of debate, but it undoubtedly stands as proof, alongside other discoveries in Olorgesailie, Koobi Fora and Kariandusi in Kenya and Olduvai Gorge in Tanzania, that a lot would be gained in marketing the region from this stand point.

Rifai, however, said the country was doing well in terms of tourism.

"Kenya is back without doubt and the world is watching," he said.

According to him, the country was placed strategically for the tourism industry.

"We should make sure that Africa is a success and Kenya is at the head of that success," he said.

Rifai gave as an example China, which he said recorded 2.1 billion domestic trips and generated $1.1 trillion (Sh99 trillion) in 2010.

At the same time, Tourism Minister Najib Balala called for the celebration of "the risen warrior that is tourism."

The winners at the awards included Elsa’s Kopje, Sarova Whitesands and Sarova Stanley Hotels for the Best Accommodation Facilities categories (inland hotel, beach hotel and city hotel respectively).

Sarova Hotels took home the Best Domestic Tourism award with Parklands Shade Hotel bagging the Best Entertainment Facility award among others.

Sarova Hotels emerged the winners of the night taking home four awards including the Judges’ Award for Investment in Human Capital.

Other winners were Gamewatchers Safari and Exotic Golf Safaris for the Large and Medium Tour Operator awards respectively, Air Kenya for the Air Operator of the Year award and Express Travel as the Best Travel Agency award.

The awards are a joint undertaking of the Kenya Tourist Board and the Kenya Tourism Federation. Other partners included the Catering and Tourism Development Levy Trustees, Consolidated Bank, Kenya Airports Authority and East Africa Breweries.

Speaking about their part in co-sponsoring the awards, Consolidated Bank’s General Manager Japheth Kisilu said theirs was a demonstration of the bank’s commitment to the development of the tourism industry in Kenya.