Hon. Mutua, the new Cabinet Secretary for the Ministry of Tourism and Wildlife Kenya, has called for new, better marketing strategies for the Kenyan tourism sector. Speaking to the leadership and officials of the ministry, Hon. Mutua has appreciated the country’s potential to be more than a wildlife destination.

His address brought to light the dangers of relying on the current tourism marketing model which focusses on a limited range of products and appeals to just a fraction of the potential clientele.

This is an unsustainable thus the need for a more inclusive approach to expand Kenya’s tourist arrivals.

In order to fully maximize the economic potential of our beautiful Nation and create more opportunities for our citizens, the Ministry and the government must strive for more ambitious goals. The tourism sector is Kenya’s gold mine waiting to be fully exploited, and current strategies fall short of harnessing its true potential.

Kenya is not just a wildlife destination. It is a diverse and culturally rich nation with so much to offer.

There is an importance of diversifying tourism products on offer and emphasized that Kenya should not only focus on wildlife and traditional safari tourism, but also showcase its rich cultural heritage, pristine beaches, adventure tourism, and emerging markets such as eco-tourism.

The marketing strategies should reflect that diversity and inclusivity.

Hon. Mutua has also acknowledged the challenges bombarding the tourism sector such as the lack of proper marketing budgets, making a commitment to tackle them, with the collective efforts of all government agencies necessary, stakeholders in the sector and many others.

He also expressed his openness to receiving new and fresh ideas on the ways to better the tourism sector.