This archive report was first published on 2 December 2019.
Published on December 2, 2019, Kenya's tourism industry is facing a major challenge due to a lack of product diversification.
The country's tourism sector has been stuck in a rut, relying heavily on traditional beach and safari concepts, despite the growing demand for more modern and diverse experiences from travelers.
According to Tourism and Wildlife Principal Secretary Joe Okudo, the government has established the Tourism Promotion Fund to support investors in developing and marketing new products.
Kenya received 2.1 million visitors last year, a figure that is significantly lower than the country's potential, according to industry players.
Historically, Kenya has been a predominantly nature-based tourism destination, with wildlife and beaches contributing to around 90% of the total industry earnings.
However, the emergence and growth of MICE tourism have shifted the perceptions of tourism marketing globally, with Kenya now rated among the top three MICE destinations on the African continent.
Okudo is urging tourism investors to increase efficiency and develop more innovative products that incorporate local communities to ensure sustainability for the industry.
In the current financial year ending June 2020, the National Treasury is expected to disburse 250 million shillings to support the Tourism Promotion Fund.
