Like Egyptians, we should fire up our brand

Whoever said ‘seeing is believing’ couldn’t be more right. This week, I got an opportunity to immerse myself in Arab culture during a trip to Cairo, the Egyptian capital.

The land of Pharaohs is not only rich in history but also committed to preserving and showcasing it. Since my arrival a week ago, I’ve been shell-shocked by this country’s appreciation for its natural wonders.      

It’s not just the government, celebs or leaders showcasing the Pyramids of Giza, the Sphinx, Valley of Kings, the Tahrir Square, Red Sea Riviera, River Nile and other sites. Ordinary citizens have become staunch ambassadors of the Egyptian brand in their own ways.

In Cairo, people on the streets flaunt their heritage. Wherever you go, they tell you about the ‘must-see’ sites. To them, their culture and landmarks are a badge of honour. In stark contrast, many Kenyans take their national identity and natural heritage for granted. We love whining.

Marketing tourism in Egypt is a civic duty. In Kenya, however, it’s rare to find residents of, say, Mukurwe-ini or Migori market the Masai Mara, Wanjee Camp, Watamu or the Abadares. Some don’t even know those places exist. Are we this peculiar? Brand Kenya Board has promoted the country well, but citizens have forsaken our brand. Our 47 counties, too, are guilty of stifling tourism. They have prime tourist attractions lying idle or unnoticed due to neglect, lack of investment or ignorance. Call them the proverbial hyenas living in a sugarcane plantation without knowing sugarcane is sweet!  

For the record, Kenya’s domestic tourism is a missed opportunity because governors don’t appreciate the potential in rural tourism. Other than demanding a revision of the revenue sharing formula, do you ever hear the Council of Governors aggressively promote tourism?    

Kit Mikaye in Kisumu, Maragoli Hills and Mungoma Cave in Vihiga, the Weeping Stone of Kakamega, Simbi Nyaima in Homa Bay, Thim Lich Ohinga in Migori and Hell’s Kitchen in Kwale are treasures waiting to be elevated. They’re low on attention but high on potential.

Numbers don’t lie. Last year, Egypt earned $14 billion from tourism. Morocco pulled in around $11.1 billion. Even Rwanda, with its strategy around gorillas and national branding, has been stamping its authority in global tourism. Kenya earned about $3 billion in 2024, much lower despite having comparable or even greater diversity in attractions. We boast the Rift Valley, savannahs, wildlife, highland plateaus, lakes, mountains, forests, coastlines and rich cultural heritage. So what gives?

It’s a pity how monuments and unique natural features are either ignored or under-promoted. Gazetting sites and declaring them protected isn’t enough. What’s needed is deliberate, targeted effort not just in conservation but also in promotion.

We can try with media campaigns, billboards, documentaries, digital storytelling and influencer collaborations but ordinary citizens should be the foremost promoters. Let’s urge counties to prioritise infrastructure beginning with sprucing up roads enhancing safety around tourist sites.

Showcasing Kenya must now entice locals to visit attractions starting with their backyards. For instance, let Mt Kenya residents make a date with ‘River of God’ in Kutus or the renowned Mukurwe Wa Nyagathanga shrine. Those in South Nyanza can visit ‘Kit Agongo’ attraction in West Sakwa near Bishop James Nyambuoro’s home, and make it known.

Importantly, we must ask: What are Egypt, Morocco and even Rwanda doing that Kenya can’t? The difference lies in the mindset, strategy and national pride. We must now give our tourism sector the oomph it deserves.

A country’s brand is king. There’s that feel-good moment whenever we spot Kenya Airways aircraft in airports abroad. Let our national pride be our shield. Tourism is not just an economic activity but also a cultural export, a diplomatic tool and a source of national pride.

Kenya is well endowed with landmarks, flora and fauna. What we lack is passion and a people-driven push. Until we fix that, we’ll keep playing catch-up in a lengthy race we should be leading. Let’s keep talking about our brand.

The writer is a communications practitioner. X: @markoloo