Kenya's diverse wildlife is a big attraction for tourists.
Located in east Africa, with coastline along the Indian Ocean, Kenya, is a popular destination for some 1 million tourists annually, primarily from the United Kingdom and Germany. With its rich diversity of wildlife, landscapes, nature reserves and beautiful beaches, Kenya is ideally situated to exploit its assets through sustainable tourism. Keen to do just that, Kenya's Ministry of Tourism states that it is "charged with making Kenya a destination of choice, and to facilitate sustainable tourism development as part of its national heritage and for posterity."
Sustainability
Sustainable tourism, also known as eco-tourism and responsible tourism, generates income, employment and conservation opportunities for a community but has minimal impact on the environment and local culture. To maintain Kenya's rich natural and cultural heritage, and prevent damage to fragile natural assets, Kenya must fully embrace sustainable tourism, and it is trying to do so. The Ministry of Tourism says revenue from tourism for 2009 has improved compared to 2008 but at $1 billion is still 10 percent less than 2007 levels.
Domestic Tourism
Domestic tourism has been identified as another major revenue stream, especially to make up for the drop in international arrivals. By aggressively promoting the domestic market, the Ministry of Tourism expects this sector to grow steadily. The ministry's aggressive marketing strategy has included multimedia market saturation. Another key to its success has been to offer local residents discounted rates at attractions and industry-related businesses.
Safari
A marketing tool in itself is the fact that Kenya is home to Africa's famous "Big Five" (lion, elephant, rhino, leopard and buffalo). Kenya is the best place on the continent of Africa to enjoy these five species in their natural habitats. Visitors on safari are also likely to see leopards, zebras, impalas, hippos, jackals and hyenas. The diversity of landscapes, including open savannah, forests, meadows, lakes and river deltas, each has its own unique range of wildlife.
Cruises
Cruise arrivals are an important aspect of the tourism trade, and have potential for massive growth. However, this sector has been declining because of kidnapping, terrorism and piracy in the international waters off Kenya's coast. Potential is indicated by the more than 11,000 registered cruise arrivals in Kenya in January to April 2009. The decline is evident in the fact that there were no registered arrivals in November or December of 2009.
Progress
After agriculture and manufacturing, the tourism sector is the third-largest contributor to the gross domestic product in Kenya. Prior to the turmoil and civil unrest in 2008, the tourism sector was growing at record pace and was worth $1 billion annually. This exceptional performance was attributed to rapid growth in business and conference tourism as the country reclaimed its position as a leading hub in east and central Africa. The Ministry of Tourism's confident strategy to market the country as a safe tourist and investment destination has been crucial in reviving the sector.
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