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6 | NEWSFOCUS Verbatim November 20, 2018 www.mygov.go.ke Why 2018 has been a huge growth Kenya’s tourism industry is clearly on the rebound. Its future looks bright. Ngari Gituku, the outgoing director of the Government Advertising Agency (GAA) reached out to the Tourism and wildlife Cabinet Secretary Mr Najob Balala and his Principal Secretary, Mr Joe Okudo for information and insights into what Kenyans should know and expect from that ministry. Below is what CS Balala had to say while on the facing page is PS Okudo’s perspective CABINET SECRETARY HON. NAJIB BALALA What strategies have you developed to spur growth? My Ministry has developed the National Tourism Blueprint (NTB) 2030 to provide guidance for accelerating the development of the tourism sector. Its strategic objective is to enhance our visitors’ experience, as well as prolonging their stay in the country, as the current traveler is keen on more experiences and options for choice. The key highlights of the National Tourism Blueprint 2030 are five. Firstly a change of approach in marketing to our source markets, whereby we are moving from the marketing approach to the sales approach, so as to increase the number of visitors. Second, we are shifting to the Digital Strategy targeting different segments of tourism. Third is product development – we are challenging the private, who own the tourist establishments, to play their rightful role by improving our tourist products to world-class standards. Fourth, we are also empowering the counties through Tourism Regionals Councils based at the counties and finally is the diversification into new experience for our visitors by developing niche products These are premised on the four strategies of What is your brief assessment of the tourism sector this year? It is less than two months to the end of 2018 and Kenya hopes to record about 15% growth in total arrivals into the country. For the last nine months, the total international arrivals by air and sea closed at 777,791, up from 723,174 the same period in 2017, indicating a growth of 7.6%. Arrivals through Jomo Kenyatta International Airport (JKIA) recorded for the period closed at 682,446, up from 655,569, translating to growth of 4.1%. Moi International Airport Mombasa (MIAM) recorded arrivals for the period at 84,286, up from 57,588, which is a growth of 46%. Cruise ship arrivals recorded in the period were 1,671 compared to 906 in 2017, a growth of 84.4%. In terms of purpose of travel, holiday/leisure remains the major reason for travel into Kenya during the period, taking a share of 74.8% of the total arrivals. In absolute numbers, holiday arrivals increased by 25% to record 581,993 compared to 468,407 in 2017. In the period, the US was in the first position with 95,234 arrivals, contributing 12.2% of the market share. It is followed by the UK with 82,509, contributing 10.6%. Uganda comes in 3rd with 56,727 arrivals, contributing 7.3%. China is 4th with 47,972 arrivals, which translates to 6.2%. India closes the top 5 source markets with 40,573 arrivals, which is 5.2% of the total arrivals in 2018. NTB: Product, Infrastructure, Investment and Marketing. Since our tourism sector is mostly naturebased, we have also developed the National Wildlife Strategy 2030, which outlines a transformative vision for Kenyans’ active participation and equitable benefit-sharing. It is underpinned by four pillars: Resilient ecosystems; Engagement by all Kenyans; Evidence-based decision-making; Sustainability and governance. They focus on protection of wildlife and ecosystem services for the benefit of all Kenyans. Wildlife management is now back under Tourism? What next? Wildlife is the biggest tourism product, which makes Kenya unique with the big 5, thus giving us a competitive edge. Tourism will be sensitive to the environment, as there will be more co-ordination of wildlife and tourism issues. In addition, we will ensure better packaging of the wildlife product, since we will now get real time feedback on any complaint or issue raised by visitors in the parks. We shall endeavour to open up the dormant parks and re-positioning of premium parks, improve park infrastructure and enhance observation of ecological. There are unique products associated with our stunning wildlife and its habitat, including the culture of communities living with wildlife. Conservation tourism will drive business across Kenya and contribute to livelihoods, as communities will turn wildlife into their local asset. There now will exist opportunities for volunteer tourism to educate key markets on conservation, with focus on sustainable tourism. How is your ministry supporting the Big Four? The Ministry of Tourism & Wildlife has put together two transformative agendas - National Tourism Blueprint (NTB) 2030 & National Wildlife Strategy (NWS) 2030 - to provide strategic direction to ensure that wildlife conservation is central in Kenya’s planning framework and that tourism is re-engineered to contribute to national development. The Government recognizes the importance of these two sectors, due to their multiplier efINDUSTRY FACTBOX 777,791 Total number of international arrivals by air and sea for the last nine months, up from 723,174 the same period in 2017, indicating a growth of 7.6%. 1,671 Cruise ship arrivals recorded in the period, compared to 906 in 2017, a growth of 84.4%. fect in the economy, i.e., job creation, as well as growth in the primary and secondary sectors of the economy. It is estimated that tourism accounts for 11% of our GDP and about 12% of all employment in the country, of which 70% is wildlife-based. In fact, conservation substantially contributes to the President’s Big 4 Action Plan by directly creating job opportunities for our people by establishing community conservancies within their localities, not to mention the associated hospitality establishments employing locals. Tourism clearly supports and aids the realisation of the Big 4 Agenda by acting as an enabler to Food Security, Affordable Housing for all, Affordable Healthcare for all and supporting Manufacturing sector through backward and forward linkages, by providing ready market for manufactured goods. The success of our tourism industry and wildlife conservation is critical to our national economy as the increasing revenues realized, and the value of nature’s services will have a multiplier outcome towards the Big 4 Agenda – Food Security, Affordable Housing, Manufacturing and Affordable Healthcare for All. Where, in your view, is the confluence between tourism & wildlife and the Blue Economy? First, what is a blue economy? This is the sustainable use of and conservation of oceans, seas, lakes, rivers and other water resources. A sustainable blue economy seeks to promote economic growth, responsible production and consumption, social inclusion, and the preservation or improvement of livelihoods, while at the same time ensuring environmental sustainability of the ocean and coastal areas, through the circular economy. At its core, it refers to the decoupling of socioeconomic development through ocean-related sectors and activities from environmental and ecosystems degradation. Kenya must be part and parcel, and in the forefront of developing its blue economy by

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