- Type of tourism to be encouraged;
- Protection and development of Kenya's tourist attractions;
- Protection and development of tourist infrastructure and superstructure as well as other tourist facilities;
- Training and manpower development for the sector;
- Promotion and marketing in the tourist generating markets and
- Research.
The Government projected an average growth rate of approximately 20% each year in visitor arrivals. With the increase of package tours, tourists tended to stay longer than was the case previously. The growth in demand for hotel accommodation and other facilities increased proportionately. It is worth noting however that the 20% average growth rate targeted then was somewhat over ambitious considering both internal and external factors that were to come into play in the future.
WHY TOURISM?
As tourism has significant influence on the local host communities especially in developing countries, the government of Kenya took into consideration both positive and negative factors that would influence the diverse culture of Kenyans. The following factors were taken into consideration:-
(i) Tourism is a labour intensive industry which generates employment opportunities at semi-skilled, technical and managerial level;
(ii) It consists of predominantly small scale businesses, inspite of the fact there was increasing investment and involvement in the sector by multinationals and local companies;
(iii) It is a decentralised industry capable of diversifying regional economies.
(iv) It is a relatively non-pollutant industry which if properly managed, can contribute to the conservation and promotion of our natural and cultural heritage;
(v) Tourism is an important vehicle for promoting cultural exchanges that enhance international understanding and goodwill among peoples of the world.
(vi) It acts as a catalyst for the development of other sectors of the economy of many countries.
TYPES OF TOURISM ENCOURAGED
At independence the accent was on encouraging specialised groups from the upper segment of the market to visit the country for big game hunting expeditions and beach tourism. The focus later shifted to target the middle income segment of the market to visit our coastal resorts which today accounts for over 60% of visitors to Kenya. These tourists took advantage of the inclusive package tour arrangements to visit the country in large numbers giving rise to the on set of high volume tourism in Kenya. This resulted in over-concentration of tourist activities in some areas of the country, notably the Coastal beaches of the North Coast and Diani areas in the South Coast as well as in some National Parks and Game Reserves.
As a result of the aforementioned factors the Government felt there was need to harmonise tourism activities and investment with a view to fostering the growth of sustainable tourism in the country. Hence, this led to the formation of the current Kenya's National Tourism Master Plan which is in the process of being implemented. The Master Plan underscores the need to diversify the tourism product range and opening up of such new avenues as adventure , lake cruises, canoeing, incentive and conferences, sports and cultural pursuits. While implementing the current Tourism Development Master Plan, care has been taken to ensure that the envisaged developments are not carried out at the expense of environmental considerations.
ROLE OF TOURISM IN THE NATIONAL ECONOMY
The impact of tourism in the economy is felt mainly through forward and backward linkages expressed as demand for goods and services in the Agricultural, Textiles, Beverage, transport and entertainment sectors. Hence the tourist dollar has such multiplier effects that its absence would affect the general government revenue collection.
Employment in the Tourism Sector
Since tourism is essentially a service industry, it provides relatively more jobs than any other economic sector. The industry is labour intensive and hence its expansion generates more job opportunities than an equivalent expansion in other sectors of the economy. Besides, allied improvements in tourism infrastructure also catalyses other economic activities. It is estimated that well over 219,000 people are currently deriving their livelihood from tourism.
Tourism earnings, contributions to exports and the Gross Domestic Product (GDP)
Foreign exchange earnings have been increasing steadily over the past ten years representing an appreciable growth rate.
TOURISM EARNINGS (1988-97)
Source: Central Bureau of Statistics (Economic Surveys and Statistical Abstract for various years).
While tourism is sensitive to the level of economic activity in the tourist generating countries, it provides higher and stable earnings than those from primary products. Tourism earnings have tended to increase at a higher rate than earnings from other export commodities in a number of countries. The earnings incurred are in turn used to offset shortfalls on the visible trading account, and hence are of critical importance in the financial reckoning.
Tourism contributes greatly to Government Revenue through licence fees, customs and exercise duty, VAT on tourism services, landing fees, passenger service charge, entry fees to game parks as well as income tax levied on employees in the tourism industry. The generated revenues play a pivotal role in the overall development of the economy.
3Tourism and Development of Infrastructure
The benefits accruing from investments in such infrastructure and superstructure as airports, hotels and restaurants,road network, communications, power and water supply as well as other related public utilities are widely shared with other sectors of the economy. Their development enhances the overall development at the local level and also encourages greater economic diversification.
It has been argued that tourism has a larger multiplier effects than any other sector since every unit of tourist expenditure goes through several rounds of income creation and expenditure before its effect is exhausted. For instance, money spent by a tourist on hotel accommodation, food and beverages, shopping, entertainment and transport, does not stagnate but provides an income to hotel staff, taxi operators, shopkeepers and suppliers of goods and services. They in turn spend part of this income on their daily requirements of goods and services. Hence money accruing from tourism circulates through numerous segments of the economy through the multiplier process.
Tourism and Regional Development
Tourism has been cited as a major promoter of international goodwill and understanding as well a prime means of developing social and cultural understanding on the local level. Accordingly foreign visitors are considered to be the best ambassadors of their respective countries. In view of the fact that we are living in a global village, thanks to advances in communication technology, the industry contributes significantly to international commerce and good relations among nations.
It is worth noting also that the development of tourism may serve as an important vehicle in promoting economic advancement of less developed areas that are not endowed with alternative resources. In this regard such developments play an important part in redressing regional developments and income distribution imbalances.
SHIFT OF FOCUS IN THE NATIONAL TOURISM DEVELOPMENT POLICY
The Kenya Government has shifted its focus from over reliance on high volume low yield tourism towards the development of other alternative forms of tourism which contribute to conservation of the environment. In other words, whereas attention is still focused on tourism segments in which Kenya has comparative advantage, for example, wildlife, sun, sea and sand , special attention is now being given to the impact of the sector on the environment.
A new approach which is aimed at re-enforcing the universally accepted Eco-Tourism and other forms of alternative Tourism has been outlined in the Tourism policy framework and emphasized in the National Tourism Development Master Plan. This document has chartered the way forward into the new millennium. Some of the salient factors considered in the new policy focus include:-
- Conservation and utilisation of tourism resources in a sustainable manner.
- Conservation of the environment and preservation of scenic beauty;
- Provision of visitor education pertaining to available resources and their interdependence without compromising our concern on biodiversity;
- Establishing active partnership with all stakeholders in tourism and at the same time respecting their rights;
- Equitable distribution of benefits accruing from tourism
- Respect and safeguarding of the local customs and culture;
- Harmonious development of the tourism sector in tandem with other economic sectors.
Tourism and the Environment
Mass Tourism and discriminating tourists, who are only pre-occupied with the "big five" mentality have in the past years contributed to the degradation of the environment and harassment of wildlife.
Thanks to the Eco-tourism concept which has been championed by the tourist destinations globally with a view to changing the big "five" mammal mentality and developing other environmentally friendly types of tourism. Eco- tourism is thus an important concept in tourism development. The latter incorporates a strong commitment to nature and a sense of social responsibility. In this respect, the present and future generations are urged to conserve the environment while the Government is committed to strengthening and enforcing anti-poaching and nature based conservation policies which will ensure the development of responsible tourism in the country.
It should be noted, however, that eco-tourists prefer the use of local resources and expertise which in turn translates into import savings. The use of local resources and expertise also translates into environmentally sensitive patterns and local participation in the travel industry.
Its emphasis on local resources and employment makes it attractive to developing countries, which though rich in natural resources are disadvantaged by rural poverty and lack of export earnings.
The value of biodiversity is more widely appreciated in the whole world. However, pressure on wildlife and their natural habitats is increasing due to encroachment of human activities and intensified resource extraction. Accordingly conservation of biodiversity must be seen within the wider context of national economies, social goals and aspirations.
Tourism and Cultural Resources
Tourism has always been considered a vital medium for widening the scope of human interests. It contributes positively to the naturing and exploitation of cultural heritage of nations. It therefore serves indirectly to improve individual cultural understanding of both residents and foreigners while at the same time contributing to the Gross National Product. At the local level domestic tourism creates understanding and appreciation of the attractions thereby contributing to sustainable tourism development.
ECO-TOURISM IN KENYA - A CASE STUDY
Since independence in 1963 , Kenya has been a leader in the field of conservation of wildlife and biodiversity both aquatic and land based. The Kenya National Tourism Development Master Plan beyond the year 2000 focuses on better distribution of tourists so as to relieve stress on existing areas of visitation, thereby minimising environmental degregation. These aforementioned nobel objectives will be achieved through:-
- Improved travel conditions to less visited touristic areas.
- incorporation of nature and culture as major considerations. In order to be compatible with the popular wildlife and beach attractions, laws pertaining to wildlife conservation reviewed to take the following aspects into account:-
- Integration and sustainable conservation and management of wildlife.
- minimizing human - wildlife conflict.
- Developing and promoting sustainable nature-based tourism.
- Maximizing community participation in tourism development.
The concept of Beach Management Programme has been implemented along the Kenya Coast so as to ensure that the beach is developed and managed as an integrated ecosystem for recreation and conservation purposes. This initiative is being realised through the consulted efforts between the Ministry of Tourism, Kenya Wildlife Service and hoteliers on the beach.
The programme is aimed at enhancing the conservation of the coral reef and other forms of biodiversity along the Coast. The beach management programme entails:-
- Control of population encroachment on protected areas.
- Regulation of commercial activities along the beaches.
- Ensuring visitor safety at the beaches.
To this end a multi sectoral commission of the Kenya Tourist Industry has been created whose terms of reference include:-
- Conducting a country - wide audit of eco-tourism resources and products
- Conducting the requisite environmental impact assessment studies
- Formulating appropriate policies and guidelines on:-
(a) Land Tenure;
(b) Types of development to be allowed;
(c) Revenue sharing;
and
(d) Planning and zoning
- capacity building
- Licensing and rating
- Marketing Planning
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