September 28, 2023
Yesterday, 27 September 2023 was celebrated all across the globe as World Tourism Day #WTD2023. In Kenya, East Africa, celebrations took place in Embu County, under the UNWTO theme for this year’s World Tourism Day: “Tourism and Green Investments.” The event was graced by the Cabinet Secretary (CS) for Tourism, Wildlife and Heritage, Hon. Peninah Malonza, who highlighted the significance of tourism and its potential for sustainable development.
In her address, Hon. Malonza expressed her gratitude to Embu County for hosting the prestigious event and commended the county’s ability to organize such an important gathering. She emphasized the importance of empowering counties to contribute significantly to Kenya’s overall growth.
CS Malonza also highlighted some of the achievements in the Ministry of Tourism, Wildlife and Heritage over the past year. One notable accomplishment was the establishment of a framework for tourism sustainability and climate resilience, aligning with the UNWTO sustainability framework.
“We are conducting a countrywide research process led by the Tourism Research Institute to better position us in this. This I am informed, was a major point of discussion during yesterday’s workshop in line with this year’s theme of Greening Tourism,” said Malonza.
The World Tourism Day celebrations in Embu County served as a platform for stakeholders, including government officials, industry colleagues, and esteemed guests, to come together and reflect on the immense impact and potential of tourism. It emphasized the need for green investment in the sector to ensure a sustainable future for Kenya’s tourism industry.
Also present during the celebrations was, the Governor Embu County, Her Excellency Cecily Mbarire, the Principal Secretary State Department for Tourism, Hon. John Ololtuaa, the Principal Secretary State Department for Culture and Heritage, Ms. Ummi Bashir, CEOs from various parastatals, among other dignitaries.
Commenting further on her social media account, CS Malonza posted, “On the sidelines of the UNWTO World Tourism Day Celebrations, I had an opportunity to tour a tea farm and experience tea-picking in Kathukiri, Embu County. I was accompanied by Embu Governor Cecily Mbarire , CS for Labour Hon. Florence Bore, among others leaders.”
“Agrotourism,” Hon. Malonza noted, “is a fast-growing sub-sector within the tourism industry with potential to provide extra income to communities that have taken up farming. Tourists are willing to pay top dollar to experience what it takes to grow, tend to, and harvest farm produce.
“Embu has immense potential for agrotourism, mountain tourism, and cultural tourism. My ministry will support the development of such tourism products to benefit local economies in every county.”
Furthermore, CS Malonza stated that “Kenya’s tourism sector has grown by leaps and bounds post-COVID-19, and thus, there is all the more reason to celebrate this year’s World Tourism Day.
“This year, we gathered in Embu County to celebrate the achievements thus far. Kenya was recently recognized as the best destination for adventure tourism, Kenyan tourism sites were lauded for their uniqueness, and we hosted the Inaugural Africa Climate Summit, along with other important international conferences and meetings. I was delighted to interact with the culture, people, sites, and sounds within Embu County.” Hon. Malonza posted on her official X account.