Kenya developed the seven-pillar wildlife strategy that aims at involving communities in tourism development and wildlife protection, Kenyan tourism being a nature-based tourism.

Implemented in

  • Africa

Sector of activity

Type of initiative
Capacity Building & Implementation, Education & Awareness Raising, Policy Frameworks & Tools

Type of lead actor
Government / public sector

Start date


To make Kenya the preferred destination of choice.
To develop, manage, and market sustainable tourism in Kenya
Good governance, rule of law and dignity;
The players in the tourism sector will exhibit a strong respect for the rule of law and prudently manage the available resources under their control in a transparent and accountable manner. They will freely share information to enhance wider knowledge dissemination. Further, all actions will be geared towards up lifting and protecting the human dignity of the Kenyan people as well as the visitors
Inclusiveness and equity;
The stakeholders are an important component of the tourism sector. Justice, fairness and equity will guide the interactions between stakeholders. Inclusiveness will be constantly used as the guiding beacon in these interactions.
Customer focus, responsiveness and dynamism;
Tourism is a sector that continuously changes. To be relevant, members will constantly focus on the changing needs of the customers, they will be agile and capable of responding to unexpected needs, and will exhibit a high degree of vigour.
The industry players will exhibit highest levels of honest and moral fortitude when dealing with each other or the customers. Further, the standards so set in the industry will guide the performance of any task a player in the tourism industry in Kenya will employ.
The tourism sector in Kenya will adopt global best standards for sustainable tourism practices that uphold ecological integrity, promote economic development, and respect local cultural values of the people of Kenya.
The National Tourism Strategy will uphold and enhance the following principles:
a) Effective leadership
b) Development and sustenance of tourism enterprise and economic growth
c) Cost management and competitive offering
d) Respect and value of customer needs, wants and expectations
e) Teamwork and multi-sectoral approach

National Tourism Strategy is intended to achieve the following broad objectives:
Mainstream domestic tourism as the main source of income to the tourism sector in Kenya followed by regional tourism then International
Increase international arrivals from 1.8million to 3 million
Encourage local/women/youth involvement and management of travel and tourism facilities and services
Increase Kenya‘s competitiveness in the tourism sector
Provide a platform for development and sustenance of quality standards/regulations of products and services in the tourism sector


The Kenya National Tourism Strategy has been designed to provide strategic interventions under FIVE key strategic themes. These themes have been derived carefully from the 17 Strategic issues. These key The FIVE Strategic Themes include:
 Effective product development and deployment approach
 Enhance the marketing of Kenyan tourism products
 Inadequate financing and improve the investment environment
 Be more scientific through research and information management
 Focus on human capital, legal, policy and institutional framework

Impact and Results

To pursue country's efforts in terms of implementation of sustainable tourism, Kenya adopted the wildlife strategy 2018-2030