From left PS for tourism John Ololtuaa, Center Tourism and Wildlife CS Rebecca Miano and right PS for Wildlife Silvia Musyea, during the launching of 2023-2027 strategic plan at KICC
Ministry of Tourism and Wildlife has unveiled its Strategic Plan 2023-2027, alongside the Youth in Tourism and Conservation Initiative, marking a transformative phase for the country’s tourism and conservation sectors. The strategic initiatives aim to foster sustainability, resilience, and inclusivity while prioritizing youth empowerment and sectoral innovation.
Speaking at the launch, Cabinet Secretary Rebecca Miano highlighted that the plan seeks to position Kenya as a premier global tourism destination while strengthening biodiversity conservation. Miano emphasized its potential to drive job creation, increase foreign exchange earnings, and expand the national tax revenue base.
“The strategic plan aims to transform tourism and wildlife for sustainability, resilience, and inclusivity. We want to market Kenya as the home of human origin and a leading tourism destination,” Miano stated.
The Ministry also announced an ambitious goal of attracting 5 million visitors annually by 2027. A notable 35.4 percent rise in tourist arrivals and a 31.5 percent increase in inbound earnings have bolstered optimism about achieving this target. To accommodate rising tourist numbers, Miano outlined plans to strengthen Kenya Utalii College and operationalize Ronald Ngala Utalii College to produce world-class hospitality professionals.
Additionally, the Ministry will collaborate with the Ministry of Foreign Affairs to roll out the One Diaspora, One Tourist campaign. This initiative aims to harness Kenya’s diaspora to promote tourism and encourage digital nomadism and remote work opportunities.
The launch also included the unveiling of the Youth in Tourism and Conservation Initiative, a program designed to integrate Kenya’s youth—who comprise over 70 percent of the national population—into the tourism and conservation economy.
The initiative will focus on six thematic areas: Innovation and technology, tourism promotion, data and research gathering, building partnerships, biodiversity and wildlife conservation
Innovation Hub will be established at the Tourism Fund Building and is expected to be operational by early 2025. Miano stated that the hub would serve as a catalyst for youth-led ideas, technological solutions, and tourism development projects.
To pilot the initiative, the Ministry will roll out several pre-launch programs across the country, including a Youth Empowerment Training Program for tuk-tuk operators in Kilifi County and guiding programs for birdwatching in Rusinga Island.
“We recognize the importance of engaging young people as key drivers of our economy. This initiative will not only empower them economically but also inspire them to be custodians of our natural heritage,” said Miano.
The Ministry’s leadership, including Principal Secretaries John Ololtuaa (Tourism) and Silvia Museiya Kihoro (Wildlife), underscored the importance of collaboration between public institutions, private stakeholders, and local communities. Museiya emphasized that 70 percent of Kenya’s tourism stems from wildlife experiences, necessitating stronger partnerships to preserve biodiversity.
“We are focused on governance frameworks to ensure resources are effectively utilized, reducing duplication and addressing gaps. Communities remain central to wildlife conservation efforts,” Museiya said.
The Ministry also aims to address human-wildlife conflicts, transitioning to a model of human-wildlife coexistence. Legal and policy reviews, including updates to the Wildlife Act (2013) and Conservation Policy, will be prioritized to align with the evolving landscape.
As part of the day’s agenda, performance contracts for the financial year 2024-2025 were signed. The contracts emphasize accountability and measurable outcomes, ensuring that goals outlined in the strategic plan are effectively implemented.
The launch of the Strategic Plan 2023-2027 and the Youth in Tourism and Conservation Initiative signals a comprehensive roadmap to strengthen Kenya’s tourism and wildlife sectors. By addressing issues like governance, youth engagement, and human-wildlife conflicts, the Ministry is committed to ensuring that Kenya’s natural and cultural heritage thrives for generations to come.
The Ministry encouraged stakeholders to participate in ongoing policy reviews and public consultations, reaffirming their commitment to responsiveness and collaboration.