To grow opportunities in adventure tourism and promote new adventure experiences, The Kenya Tourism Board (KTB) has established a National Adventure Tourism Products Club.

Bringing together private and public sector stakeholders, the Club was created to enhance the visibility and competitiveness of Kenya as a premier adventure tourism destination.

“Kenya is a renowned African tourism destination offering a wide range of experiences to the discerning traveller that fits a wide range of budgets. Kenya is a destination that has a lot more to offer to the world,” said June Chepkemei, CEO of KTB.

According to her, it was therefore necessary to collaborate with 'stakeholders' to enhance development, management and promotion of Kenya`s unique offering to ensure a sustainable competitive advantage in the market place.

“Adventure tourism is a growing segment worldwide hence Kenya has an opportunity to attract more travellers from this segment to increase tourist numbers,” Chepkemei said.

Adventure tourism is the one segment in tourism that is high value and will boost Kenya’s revenue.

Global value

Adventure tourism has been a growing niche sector globally, and according to a recent report by Allied Market Research, its global market value is over US$450 billion and is projected to reach $2.6 trillion by 2033.

With such statistics, numerous African countries have seen the value in positioning themselves as adventure tourism destinations. The Kenya Adventure Tourism Product Club is a concept used in different parts of the world as a platform for the private sector to collaborate with the public sector in developing, packaging and promoting different tourism products and destinations.

A good example are the wine routes in different countries like Italy, France and South Africa. In Kenya, beyond just providing a platform for collaboration, the Club is also a Think Tank on matters affecting adventure tourism packaging and promotion.

“The members are Kenya adventure tourism experience owners selected by KTB to assist in packaging and positioning Kenya Adventure Tourism globally. KTB is a member of the Club and the Club has selected its own office bearers,” said Chepkemei.

Key issues

The Club is currently working on key issues including strategy and branding, mapping of the adventure experiences, and creating linkages with other stakeholders in the sector and beyond.

“This agenda was highlighted as a priority focus to boost tourism in Kenya and it received strong support from the industry when brought to the table during discussions with the KTB,” said Ben Kelliher, Chairman of the National Adventure Product Club.

“The meeting was highly productive and we discussed ways through which we can collaboratively strengthen and build upon what is already working in Kenya. This includes aspects like marketing, regulations, and other areas that could benefit the adventure tourism product.”

Kelliher added that it was especially beneficial to have the Tourism Regulatory Authority and Kenya Wildlife Service present, as this allowed stakeholders to discuss how the industry can support government initiatives and vice versa. It was a great example of how an adventure tourism product club can effectively work to improve and develop this sector.

There are still headwinds

Despite the goodwill to ensure that the sector grows, adventure tourism in Kenya faces challenges.

“There needs to be regulation based on international standards. While one business can afford to buy the equipment, they might not be certified to operate it and this might become dangerous to travellers,” said James Savage, Director of Savage Wilderness.

“Regulation in the industry is necessary to ensure that the country’s brand image remains intact as if a high-profile accident happens then it will result in disaster for all of us,” he added.

When it comes to regulation, one of the goals of the private-public collaboration with KTB and the industry is to help companies understand the importance of compliance, which will help Kenya gain the trust of the international travel market as a professional adventure tourism destination.

Inadequacy in emergency response

Another challenge the sector faces is inadequacy in emergency response. “There is a pressing need for government-provided ambulances or for stakeholders in high-risk areas to collaborate and ensure the availability of ambulances in locations such as Mount Kenya. Prompt response in emergencies is crucial for saving lives,” highlighted Daniel Mbugua, Chairman of the Tour Operators Society of Kenya.

To enhance safety, Mbugua suggests that it should be mandatory for all staff involved in adventure tourism to undergo first-aid training.

“Properly trained staff can provide immediate assistance in case of accidents, significantly improving outcomes for injured participants. These recommendations would not only enhance the safety and attractiveness of adventure tourism in Kenya but also demonstrate a commitment to the well-being of tourists,” he pointed out.

Specialised insurance

There is also a critical need to have specialised insurance specifically designed to cover risky activities such as bungee jumping, zip lining, and mountain climbing.

“Currently, many operators are unregulated, requiring clients to sign waiver forms that absolve facilitators of responsibility in case of accidents, leaving clients to fend for themselves.”

Mbugua said partnerships with the KTB provide an extra layer of credibility and safety for companies offering adventure tourism products. “This affiliation assures clients that these companies are approved by the highest authority in the land, enhancing their attractiveness to safety-conscious tourists.”

Adequate regulation

Chepkemei agreed there was a need for adequate policies and regulation that supports the development and promotion of adventure travel and incentives which will in turn support stakeholders and enable innovation in product development.

“Adventure tourism is a niche product and operators within this sub-sector require adequate capacity-building initiatives to ensure professionalism, safety and quality service delivery,” she concluded.