The Kenya Tourism Board (KTB) has underscored the impact of environmental conservation on tourism by taking its “One Tourist, One Tree” campaign to the North Rift Tourism Circuit.

According to KTB CEO June Chepkemei, destinations with robust environmental conservation initiatives have recorded strides in sustainable tourism business.

Speaking during the tree planting exercise at the Wall of Fame in Eldoret's Arboretum, Chepkemei said Kenya could receive global recognition for conservation through enhanced forest cover.

"We chose the Wall of Fame location, where globally renowned athletes are honoured, to present our conservation initiatives to the global audience because, if we are famous in athletics, we can also be leaders in environmental conservation."

She reiterated her call for the hospitality sector to apply the One Tourist, One Tree model by including visitors to their facilities in the tree planting exercise.

"We call upon academia, the private sector, communities and all players in the tourism value chain to embrace sustainable tourism as a way of life. By planting trees, we not only offset our carbon footprint but also preserve our rich biodiversity for generations to come."

The tree planting exercise was part of a range of activities celebrating the launch of the North Rift Circuit that will showcase the diverse tourism experiences and attractions of the region such as the Kerio Valley, Lake Bogoria and the iconic Mount Elgon, among others. It is the second instalment of the nine tourism circuits unveiled recently by the Ministry of Tourism and Wildlife during the UN World Tourism Day celebrations in Kisumu County, which is in the Western Tourism Circuit.

‘Need for concerted sustainability efforts’

While highlighting the North Rift's tourist attraction strengths, Chepkemei emphasised the need for concerted efforts towards sustainable tourism practices.

The tree planting campaign was first rolled out in Kajulu Hills Forest, Kisumu County, during this year’s UN World Tourism Week celebrations. It aims to foster traveller involvement as a central catalyst towards achieving Kenya’s goal of increasing tree cover to 30% by planting at least 15 billion trees by 2032.

Speaking at the same event, Kate Kirui, Green Circle Foundation Founder, lauded KTB for the sustainability campaign. “We are committed to working hand-in-hand with KTB and all partners to make the One Tourist, One Tree initiative a resounding success that ushers in a greener future for the communities of the North Rift and beyond.”

KTB continues to strategically open up various tourism circuits across Kenya's 47 counties as part of the Tembea Kenya initiative aimed at promoting domestic tourism.

The Nairobi, Central Kenya, Coastal, Northern, Western, Southern, North Rift, South Rift and Eastern circuits each highlight some of the most iconic attractions within the region, supporting government’s efforts to diversify and enhance the visitor experience.