Nakuru: Nakuru County Government is operationalizing its own Marketing and Tourism Board to market and formulate policies governing the sector in the region. The initiative aims to promote tourism, enhance conservation, and drive local economic growth.
According to Kenya News Agency, County Executive Committee Member (CECM) for Trade, Tourism and Cooperatives, Stephen Kuria, emphasized the county’s commitment to revising its marketing strategy. This effort is part of a broader strategy to attract more tourists to the county and enhance revenue-generating activities. The CECM described the initiative as an innovative and creative approach to increase Nakuru’s visibility in the global tourism market and expand its focus beyond traditional offerings.
Kuria noted that the County Assembly has approved the Tourist and Marketing Bill, which establishes the Nakuru County Tourism Board, and the Bill has been enacted into law. He made these remarks during the launch of a campaign to promote Lake Nakuru National Park and Bird Sanctuary as a tourist destination.
The campaign, ‘Tembea Nakuru Tembea Lake Nakuru,’ is supported by the Kenya Wildlife Service (KWS), Nakuru County Tourism Association, and other stakeholders. It aims to restore the park’s status as an ecological treasure, according to the CECM. Kuria expressed optimism that revitalizing the park will increase tourist traffic, support local businesses, and strengthen conservation efforts.
By establishing a Tourism Board, Nakuru aims to emulate global destinations where tourism is marketed locally rather than relying solely on the national tourism board. According to the CECM, Kenya could significantly boost its tourism earnings with the right marketing strategy, focusing on potential tourists.
Kuria stressed the importance of mapping out, packaging, and activating existing tourism sites and hidden gems within the county. He also highlighted the need to collaborate with potential partners in the tourism industry beyond relying on the national government.
With the operationalization of the Marketing and Tourism Board, priority will be given to tourist attractions in Nakuru such as the Menengai Crater, Hyrax Hill Museum, and Kariandusi prehistoric site. The Nakuru County Tourist and Marketing Act provides a framework for sustainable tourism development, management, marketing, and regulation in the county.
The Act outlines the board’s responsibilities, including developing and implementing a county tourism and marketing strategy. The board will consist of key stakeholders in the tourism sector, with a chairperson appointed by the governor and a chief executive officer recruited by the County Public Service Board.
The new board is expected to market Nakuru as a premier tourism and filming destination at various levels, identify market needs, and provide advice on market trends. It will also recommend significant tourism areas for gazettement and promote activities such as water sports and big game fishing.
Kuria emphasized the importance of uniting tourism stakeholders to market Nakuru County at all levels, which he believes will better structure tourism affairs and achieve more in the sector. He acknowledged the competitive nature of global tourism and the need for innovation and strategy changes to position Kenya as a leading tourism destination in Africa and globally.
The CECM also highlighted the critical role of county governments in protecting habitats and ecosystems, aligning with the spirit of devolution. He advocated for a focus on intra-Africa tourism, noting Africa’s large population but relatively low tourist numbers. Kuria concluded by noting the significant potential for tourism to contribute to Kenya’s GDP and impact various sectors.
Nakuru boasts some of Kenya’s most visited tourist sites, including Lake Nakuru National Park, Lake Naivasha, Hell’s Gate Park, and Subukia Shrine.