Kenya’s tourism offering is set to expand with the unveiling of nine regional circuits, marking a renewed focus on domestic tourism under the Tembea Kenya initiative.
The newly unveiled circuits are part of ongoing efforts by the Ministry of Tourism and Wildlife to reimagine tourism experiences by showcasing hidden gems aimed at boosting both domestic and international travel.
Speaking during the launch event in Kisumu County, Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, emphasized that these circuits are designed to invigorate Kenya’s tourism industry, catering to current demands and emerging trends while aligning with conservation priorities.
“These tourism circuits will offer a holistic and immersive experience, taking visitors on a journey through Kenya’s diverse attractions. We have incorporated emerging niches such as adventure, sports, culture, eco-tourism, wellness tourism and other segments. Every region has a unique reason to visit and we encourage travelers to savor the diverse experiences,” said CS Miano.
She further noted that the Ministry is set to invest in targeted marketing campaigns to popularise the circuits as part of the broader Tembea Kenya agenda, which remains the flagship programme for boosting domestic tourism.
“As we unveil the nine tourism circuits, I also call upon Kenyans to showcase the best of their home regions through photography. We shall be inviting Kenyans to share and showcase the best of their regions through a photo contest,” added CS Miano.
The CS also expressed her appreciation to Kisumu County, part of the Western Tourism Circuit, for hosting the Kenya Tourism Week celebrations, which culminate in World Tourism Day.
The weeklong celebrations have been marked with events, activations and showcases of Kisumu’s unique tourist attractions including visits to Ndeere Island, tree planting at Kajulu Hills, fashion shows.
Programmes championed by the youth included street art and a hackathon.
Narok County Governor, Patrick Ole Ntutu who is also the Chair of the Council of Governors’ Tourism and Wildlife Committee, rooted for increased government allocation to tourism, stating, “Tourism, if well harnessed, could become the largest contributor to the GDP and a major source of employment for the youth which is one of the governments key agendas”
He expressed his full support for the marketing of the circuits, which he believes will enable Kenya to showcase its immense tourism potential.
The Governor reiterated that he would champion the prioritisation of tourism by all counties as part of tapping into the circuits that cut across counties.
Governor Ntutu, who was the Chief guest at the gala event congratulated various recipients of tourism excellence awards and applauded the youth for their active participation in tourism and conservation endeavours.
The categories awarded included the start-up company of the year, conservation champion of the year, travel content creator of the year, Peace advocate and the community impact award.
Principal Secretary for Tourism, John Ololtuaa, reiterated that the circuits would strengthen collaboration between the Ministry and counties to address gaps and ensure the growth of tourism across Kenya.
“This strategy will allow us to work more closely with counties to enhance destination competitiveness across all our regions. We want to see increased bed nights, longer stays, repeat visits, and an overall enhanced visitor experience. The circuits will help us focus our efforts accordingly,” said Ps Ololtuaa.
On her part, Kenya Tourism Board (KTB) CEO June Chepkemei emphasised that the KTB will market the circuits to showcase Kenya’s diverse attractions that will play a pivotal role in ensuring tourism opportunities reach every county, driving inclusive growth and solidifying Kenya’s status as a must-visit destination.
The nine circuits span all 47 counties and include the Nairobi Circuit, Central Kenya Circuit, Coastal Circuit, Northern Circuit, Western Circuit, Southern Circuit, North Rift Circuit, South Rift Circuit, and Eastern Circuit.
Each circuit highlights some of the most iconic attractions within its region, supporting the Ministry’s efforts to diversify and enhance the visitor experience.
