Kenya’s tourism landscape is set for expansion with the unveiling of nine regional circuits under the ‘Tourism’ initiative, marking a renewed focus on domestic tourism.
These circuits, launched by the Ministry of Tourism and Wildlife, are part of efforts to reimagine tourism experiences by showcasing hidden gems and boosting both domestic and international travel.
Speaking at the launch event in Kisumu County, Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, emphasized that the circuits are designed to revitalize Kenya’s tourism industry.
“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 travellers to savour these diverse experiences,” said CS Miano.
Miano also highlighted the Ministry’s plans to invest in targeted marketing campaigns to promote the circuits as part of the ‘Tembea Kenya’ agenda, the flagship program aimed at boosting domestic tourism.
As part of this effort, the Ministry will launch a photo contest encouraging Kenyans to showcase the best of their home regions through photography.
The CS expressed her appreciation to Kisumu County, which is part of the Western Tourism Circuit, for hosting the Kenya Tourism Week celebrations, culminating in World Tourism Day.
The weeklong events included visits to Ndeere Island, tree planting at Kajulu Hills, fashion shows, and youth-led programs such as street art and a hackathon.
Narok County Governor, Patrick Ole Ntutu, who chairs the Council of Governors’ Tourism and Wildlife Committee, called for increased government investment in tourism.
He stated, “Tourism, if well harnessed, could become the largest contributor to GDP and a major source of employment for the youth, which is one of the government’s key agendas.” Governor Ntutu also voiced support for marketing the circuits and emphasized the importance of prioritizing tourism development at the county level to tap into the benefits of these cross-county circuits.
As the chief guest at the gala event, Governor Ntutu congratulated recipients of the Tourism Excellence awards, which recognized categories such as Start-up Company of the Year, Conservation Champion of the Year, Travel Content Creator of the Year, Peace Advocate, and the Community Impact Award.
He commended the youth for their active role in promoting tourism and conservation efforts.
Principal Secretary for Tourism, John Ololtuaa, reiterated that the circuits would strengthen collaboration between the Ministry and counties to enhance tourism.
“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,” Ololtuaa noted.
Kenya Tourism Board (KTB) CEO June Chepkemei assured that KTB will market the circuits to showcase Kenya’s diverse attractions.
She stressed that these circuits will play a pivotal role in ensuring tourism opportunities reach every county, driving inclusive growth and solidifying Kenya’s position 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 iconic attractions within its region, supporting the Ministry’s efforts to diversify and enhance the visitor experience.
