Kenya’s tourism industry stakeholders are confident that the country’s new tourism administration, under President William Ruto and Cabinet Secretary Penina Malonza, will further accelerate the recovery of the sector.

Malonza was sworn in as the head of Kenya’s Ministry of Tourism, Wildlife and Heritage in late October, after a tumultuous few weeks. The former senior executive with NGO Compassion International was nominated for the Cabinet Secretary position by Ruto, but the appointments committee rejected the nomination, arguing that Malonza was not appropriately qualified. On Wednesday, October 26, Members of Parliament overturned the ruling, voting to install Malonza in the role.

Malonza is expected to further drive the country’s recovery to pre-pandemic levels. Between January and August this year, Kenya welcomed 924 812 international tourists, 69% of arrivals in the same period in 2019.

Clear path for growth

Mike Macharia, CEO of the Kenya Association of Hotelkeepers & Caterers, told Tourism Update that Ruto and Malonza were well equipped to guide the sector’s growth.

“The new administration has a clear path for tourism as articulated in the manifesto so we are confident that tourism will grow. Our view is that the industry will be able to realise its potential within the next few years,” said Macharia.

In his manifesto, Ruto stated that his administration would focus on diversifying Kenya’s tourism industry by promoting niche market products and improving access to regional markets, and nurture the independent travel sector. Malonza has made it clear that her Ministry will align its strategy to the manifesto.

Macharia said that improved air access and marketing efforts would be pivotal for future success.

“Our domestic and regional markets have grown steadily post-COVID. We now need to recover our international markets. A good place to start is to encourage an increase in air access and revert to pre-COVID levels. This, coupled with a continuation of our marketing efforts will suffice,” said Macharia, who added that the Kenya Tourism Board (KTB) was doing exceptional work in promoting the country.

“KTB has done a sterling job in marketing and promoting Kenya. We do believe that with an increased budgetary allocation, KTB can even do better.”

Malonza promises fast implementation

Upon accepting her appointment, Malonza said the ministry would seek to rapidly prioritise the aims of Ruto’s manifesto.

“We have to align to the new operating environment, but there is no time to drag on implementation of these new strategies and quick wins that will put the sector on track. The industry is faced with an ever-changing environment. For instance, millennials are seeking new experiences through adventure and sports, and it is our duty to design niche products to cater for them,” said Malonza.