Small, medium and micro enterprises (SMMEs) will play a pivotal role in the promotion and growth of the tourism industry in Kenya under a new partnership agreement signed by the Kenya Tourism Board (KTB) and the Tour Operators Society of Kenya (TOSK).

The agreement enables the entities to undertake collaborative marketing campaigns showcasing Kenya's diverse tourism offerings across all 47 counties and hidden gems beyond the traditional circuits.

Speaking during the signing ceremony at the KTB offices in Nairobi, KTB CEO June Chepkemei underscored the critical need to harness the potential of SMMEs for the sustainable growth of the tourism sector.

"This partnership formalises and solidifies our long-standing collaborative efforts. We have jointly undertaken numerous initiatives and programmes and we will continue to work together in synergy.

"Our tour operators are at the forefront of promoting Kenya as a destination. Therefore, this pact creates a framework for us to work closely with TOSK, leveraging their expertise in identifying hidden gems across the country and supporting upcoming entrepreneurs in the tourism sector.”

Among the key areas of cooperation are destination promotion through roadshows, familiarisation trips and showcasing lesser-known destinations and niche tours within Kenya's counties.

Sustainable tourism practices, establishing tourism information centres at key entry points and joint advocacy for favourable tourism policies with the government of Kenya are also part of the scope of the collaboration.

The partnership comes on the heels of Kenya welcoming a record 2.3 million tourist arrivals in 2024. Chepkemei noted that joint efforts will be key to sustaining the growth momentum and expanding Kenya's share of the global tourism market.

“Even as we continue to advocate for development of tourism infrastructure, new products, greater marketing and the power of partnerships and collaboration, we also want to recognise and appreciate the immense growth that has already been registered in the sector over the past few years.

“This couldn't have been achieved if individual entities among the TOSK membership had not played their role, especially in opening up the rest of the country beyond the traditional circuits,” Chepkemei remarked.

TOSK Chairperson Daniel Mbugua noted: "This partnership marks a great stride, specifically for SMMEs and tour operators in Kenya. While KTB is mandated to market the Magical Kenya brand globally, we will focus on converting that marketing into sales and bed nights to realise the ambitious targets we have set."

According to Mbugua, the partnership addresses various challenges that SMMES in the sector face such as limited market exposure, constrained marketing budgets and difficulties in digital outreach.

“Through this partnership, we will expand reach by leveraging joint marketing campaigns to enhance the visibility of our SMMEs on local and international stages. It also means capacity building by organising workshops and training sessions aimed at boosting digital marketing skills and strategic planning.

“The partnership also means networking opportunities through creating platforms for SMMEs to engage directly with industry experts and potential business partners, fostering a supportive ecosystem.”

Another area of collaboration is sustainable tourism where TOSK will implement training sessions and certification programmes to promote sustainable tourism practices among our members. They will also have community-based initiatives with joint programmes that support local communities by emphasising responsible tourism that preserves cultural heritage and natural resources.

“We are also exploring innovative ways and opportunities to introduce green tourism projects, ensuring that our growth is balanced with environmental stewardship,” Mbugua said.

The partnership also covers enhanced visitor experiences from the point of entry. TOSK’s role will be to actively contribute by curating and updating local tourism content and ensuring that its operators’ expertise is well represented.

This includes providing digital and printed materials that offer accurate, engaging and up-to-date information.

The partnership will be focused on joint advocacy for favourable tourism policies. For instance, when it comes to visa and regulatory reforms, TOSK will advocate for streamlined visa procedures and reduced bureaucratic hurdles, which are essential for attracting more international visitors.

“Our efforts include lobbying for improved infrastructure in key tourism corridors and tax incentives that support sustainable tourism projects. It will also entail pushing for policies that ease access to markets, simplify compliance and offer financial support for innovation and digital transformation for SMMEs,” Mbugua said.