A fresh push to harmonize national tourism and wildlife policy with county-level implementation has gathered pace following high-level consultations aimed at standardizing products, strengthening human-wildlife conflict mitigation, and jointly marketing grassroots attractions as part of a coordinated effort to deepen sector resilience and unlock local economic value.
Tourism and Wildlife Cabinet Secretary Rebecca Miano held talks with the Council of Governors and the CoG Committee on Tourism and Wildlife, alongside Principal Secretaries from the ministry and chief executives of state agencies, in what signals a renewed bid to synchronize strategy between Nairobi and devolved units.
The engagement reflects the structural reality that Kenya’s wildlife reserves, conservancies, heritage assets, and cultural attractions are domiciled within counties, placing devolved governments at the centre of tourism delivery, revenue generation, and conservation management.
County administrations manage access infrastructure, local licensing, community relations, and land use decisions, all of which shape visitor experience and investment appetite.
In that context, fragmentation of standards or marketing narratives can dilute brand equity and weaken returns from a sector that remains one of Kenya’s leading foreign exchange earners.
“We have no choice but to speak with one voice if we are to unlock the full potential of Magical Kenya,” said Rebecca Miano, Cabinet Secretary for Tourism and Wildlife.
She told governors that aligning national frameworks with county-led initiatives would allow the country to standardize tourism products, improve coordination in wildlife management, and position lesser-known attractions for greater visibility in domestic and international markets.
Tourism earnings have rebounded in recent years on the back of recovering international arrivals and a more deliberate push toward domestic travel, with policymakers now turning their attention to product diversification and spatial equity in revenue distribution.
Standardization across counties is expected to cover classification of facilities, visitor safety protocols, service benchmarks, and branding guidelines, measures that could reduce inconsistencies in quality while strengthening investor confidence in emerging destinations.
Parallel efforts to refine human-wildlife conflict mitigation frameworks are likely to involve clearer compensation pathways, better data sharing between national agencies and counties, and community engagement models aimed at reducing tension around protected areas.
The strategy also places renewed focus on marketing “hidden gems” at the grassroots level, a move designed to expand tourism circuits beyond established hubs such as the Maasai Mara and Diani, and channel spending into under-visited regions.
Joint marketing campaigns between the ministry and county governments may leverage digital platforms, regional travel fairs, and diaspora engagement to broaden reach, while integrated branding could help consolidate Kenya’s positioning within a competitive East African landscape.
“Progress in tourism is a collaborative journey, and our commitment is to build an inclusive and sustainable sector that benefits every Kenyan,” said Miano.
Her remarks point to a policy direction anchored on shared governance, where counties are not merely implementers of national directives but co-creators of tourism value chains that link conservation, culture, enterprise, and employment.
For investors and operators, the emerging framework signals a more coordinated operating environment, with clearer lines of collaboration between national agencies and devolved authorities, while for communities it promises a greater role in shaping and benefiting from local tourism assets.
If implemented coherently, the alignment could strengthen Kenya’s capacity to distribute tourism gains more evenly across regions, deepen conservation outcomes, and position the sector as a stable pillar of growth within the wider economy.
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