OPINION: How tourism is a soft power tool and opportunities that elevate Kenya’s global image

Tourism is a sector capable of providing thought leadership that influences and shapes global outcomes for a country.

Kenya sits tall globally in various areas and has continued to inspire many positive narratives, demonstrated through celebrated success at the finishing lines of key sports events and leadership in multilateral agencies—standing in contrast to nations that have relied heavily on hard power. Over time, the tourism sector has globally been recognised as a vital contributor to the economies of many countries.

The UN Tourism defines tourism as “a social, cultural, and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business purposes. These people are called visitors—who may be either tourists or excursionists; residents or non-residents—and tourism has to do with their activities, some of which involve tourism expenditure.”

Oftentimes, a visitor will tick a destination off their bucket list after obtaining knowledge about its attractions and other positive narratives that help shape their perception and inform their decision to travel.

When a country showcases what it prides itself on—from heritage and culture, music and arts, sports, wildlife, to beaches—there must be a deliberate effort to leave a lasting impression on those who receive this information. Many countries have fully leveraged tourism to enhance their global presence, and Kenya is firmly in that league.

Worldwide, Kenya is renowned for authentic wildlife viewing—the safari—with the iconic Maasai Mara now regarded as the world’s eighth wonder and a must-visit destination for many travelers. The wildebeest crossing spectacle attracts millions of viewers online and thousands of visitors on site each year, boosting the country’s global visibility.

Kenya hosts eight UNESCO World Heritage sites, some of which carry deep historical and cultural significance that travelers can resonate with. The latest to be listed is the Gede Monument in Kilifi, alongside others such as Lamu Old Town and Fort Jesus along the coast, all of which enhance the region’s rich cultural narrative.

The scenic Great Rift Valley offers some of the most breathtaking landscapes, is a haven for birdwatching, hosts large populations of flamingos, and includes high-altitude areas where Kenya’s champions are made—contributing to positive global narratives.

Nairobi is a vibrant city, recently listed by Lonely Planet as one of the most visited cities in 2024. It serves as a regional hub, connecting leisure and business travelers to numerous destinations while offering diverse tourism experiences, including Nairobi National Park—the only national park located within a capital city.

Visitors to Nairobi are spoilt for choice: the city buzzes with culinary options featuring both local and international cuisine, is easy to navigate due to improved infrastructure, and continues to attract major business events.

Sports, on the other hand, have continued to give Kenya a competitive advantage as a tourism destination. Known for its athletic prowess, the country’s national anthem has been sung countless times as Kenyan sportsmen and women secure podium finishes across the globe.

From Xiamen in China, Tokyo in Japan, Berlin in Germany, London in the UK, to Boston, Chicago, and New York—among many other cities—Kenyan athletes have elevated the country’s global presence. Kenya’s brand image continues to grow as fans are inspired to visit the home of these champions.

Opportunities to showcase culture through festivals and artifacts have also been effective in extending Kenya’s brand presence. Kenyan flag wristbands are worn by many and are instantly recognizable in international spaces. The warm interactions Kenyans have with visitors—both within the country and at events and meetings abroad—leave a lasting impression, reflecting the friendliness and hospitality of the people.

Kenya stands out globally for its unique blend of natural, cultural, and diplomatic assets that enhance its soft power through tourism. The country has leveraged opportunities to connect with the world through targeted tourism campaigns and remains actively engaged in multilateral platforms, including UN Tourism, where Kenya participates in three key committees and currently chairs the Committee on Tourism Competitiveness.

Additionally, Kenya has attracted major global brands to invest in the country. International hotel chains such as Kempinski, Radisson, and JW Marriott have established a presence, with the Ritz-Carlton set to open soon.

The writer is the Deputy Director - Public Relations and Corporate Communications, Kenya Tourism Board (KTB)