The Ministry of Tourism, Wildlife, and Heritage in Kenya has announced ambitious plans to scale up marketing activities for tourism attraction sites around Lake Victoria, with the aim of attracting more foreign visitors to the country. The move comes as part of an effort to diversify tourism offerings and boost the local and national economy.
The tourism sites identified for promotion include several islands in Lake Victoria, the Tom Mboya Mausoleum, which serves as the final resting place of renowned trade unionist Tom Mboya, the scenic Lake Simbi Nyaima, and the fascinating Ruma National Park, among others. Additionally, traditional cultural practices, such as the Rusinga Cultural Festival, organized annually by the Abasuba community to showcase their rich traditions, games, talents, dressing, and cuisine, will also be marketed to international audiences.
The Cabinet Secretary in the Ministry, Peninah Malonza, expressed her concern that despite Homa Bay’s enormous potential to attract both local and foreign tourists, insufficient attention has been given to the region, leaving its tourism circuit largely untapped. While acknowledging the popularity of coastal destinations and renowned parks like Maasai Mara among foreign visitors, she emphasized the need to focus on promoting the Western tourism circuit, particularly in Homa Bay.
“We have not fully exploited the tourism attractions in this area. Much attention has been given to the coast, but we hope to change this going forward,” stated Ms. Malonza during the closure of the Rusinga Cultural Festival in Kamasengre Village, Rusinga Island.
The government’s strategy includes mapping out all tourist attraction sites around Lake Victoria and actively marketing them to the global market. The primary focus will be on attracting international tourists, especially from European and American countries, where there has been an existing interest in visiting Kenya.
One of the challenges that need to be addressed is the accessibility of some of the tourism sites in Homa Bay. Dilapidated roads have made movement by cars extremely difficult, hindering potential visitors from exploring the area’s attractions. Tourism Principal Secretary, John Ololtuaa, stressed the importance of promoting both local and international tourism and highlighted the role of sports events in contributing to the country’s hospitality sector.
During the Transmara Classic Athletics event, which drew over 1,500 athletes from local schools and training camps, Mr. Ololtuaa praised sports as a means to promote tourism and hospitality. The event featured track and field activities, as well as traditional sports such as Rungu throwing and jumping, preserving the rich Maa culture.
“We are known as an athletic powerhouse, and we have to sustain this position by nurturing talents who will mature to be elites in various athletic disciplines,” said Mr. Ololtuaa. “Athletes are our destination brand ambassadors who have made marketing of the destination easier, and we must always look out for them.”
The Tourism Principal Secretary encouraged county governments and the youth to actively participate in the creation of sustainable tourism products. He emphasized the potential of county governments in identifying and developing tourism opportunities.
Highlighting the unique phenomenon of the twin migration – the simultaneous occurrence of the wildebeest migration at Maasai Mara and the whale migration in Watamu – Mr. Ololtuaa emphasized leveraging this natural spectacle as a compelling selling point to attract more tourists to Kenya.
With the government’s renewed focus on marketing the Lake Victoria region and its cultural events, coupled with efforts to improve infrastructure and accessibility, Kenya aims to create a more diverse and enticing tourism experience, drawing in international visitors and bolstering the local economy in the process.
