Kenya Reaffirms Commitment to Sustainable Tourism at UN Tourism Meetings in Spain
Positive news for the African tourism sector! Kenya has reaffirmed its commitment to enhancing tourism competitiveness and sustainability during a series of high-level UN Tourism meetings in Madrid, Spain. Tourism and Wildlife Cabinet Secretary Rebeca Miano, represented by Kenya's Ambassador to Spain Nairimas Ole Sein, emphasized the need for global collaboration to build a resilient tourism sector that can withstand emerging challenges, particularly climate change. This commitment underscores Kenya's dedication to sustainable growth and its proactive stance on global tourism challenges.
At the 20th Committee on Tourism and Sustainability (CTS) and the 16th Committee on Tourism Competitiveness (CTC) meetings, Kenya advocated for stronger climate action under the Glasgow Declaration on Climate Action in Tourism. The country also pushed for increased investments in digital transformation, sustainability initiatives, and ocean conservation, highlighting that tourism supports 40% of the ocean economy. This demonstrates Kenya’s dedication to ensuring that the tourism sector continues to support the country’s economy, while also protecting the environment.
As Chair of the CTC, Miano encouraged member states to support the World Tourism Report, which will provide research-based strategies to boost global tourism competitiveness. This initiative seeks to provide a knowledge base for creating innovative and sustainable tourism policies. She also stressed the importance of inclusive policies that promote innovation, quality, and long-term sustainability in the sector, emphasizing that the growth of tourism must also be beneficial for all.
During the Brand Africa workshop, discussions revolved around reshaping Africa’s tourism narrative through strategic media partnerships, research collaborations, and capacity-building initiatives. The workshop explored the potential for collaboration with META, focusing on how African destinations can leverage emerging technologies for marketing and promotion. This highlights the importance of incorporating digital strategies in the travel industry, a vital aspect for attracting younger travelers.
The meetings coincided with FITUR 2025, a premier global tourism trade fair, where the Kenya Tourism Board (KTB) represented the country. This event brought together tourism ministers, private sector executives, and experts to discuss strategies for recovery, resilience, and sustainable growth in the industry. This highlights Kenya’s active role in these discussions, which shapes policy that is essential to the travel industry.
Kenya's proactive participation in these UN Tourism meetings reflects its commitment to fostering a sustainable and competitive tourism sector. By focusing on climate action, digital transformation, and inclusive policies, Kenya is demonstrating a holistic approach to tourism development. For African travel agents, this renewed commitment suggests more investment in tourism infrastructure and more creative opportunities for collaborations, making Kenya a more exciting and viable travel destination for their clients.
