Dorine Reinstein
To most, Kenya may be best known for the Masai Mara, the Great Migration and the book and Oscar-winning film “Out of Africa.” What many people might not know, however, is that the concept of tree hugging started in Kenya’s sacred forests. It’s these opportunities for more cultural and ecofriendly experiences that Kenyan tourism officials would like U.S. travel advisors to become more familiar with — and share with their clients.
And from all accounts, it aligns more and more with the type of vacation Americans are interested in having. U.S. advisors like Lisa Saint of Meridian Global Travel say they are seeing a clear shift. “Wildlife safaris are definitely still dominant, but we’re seeing more requests to add in other things,” said Saint. “There’s a major shift in travel right now for the cultural, immersive and ‘give back’ experiences.”
The need for diversification was front and center at the Magical Kenya Travel Expo I attended earlier this month. “Kenya’s traditional offerings of wildlife safaris, cultural heritage and coastal retreats may indeed continue to draw international visitors, but they must be complemented by new and innovative products,” Kithure Kindiki, Kenya’s deputy president, told the expo’s 6,500 delegates.
Cultural immersion that actually matters
The biggest driver for diversification is demand for authentic cultural experiences. “I’d say the cultural immersion is at the top of the list for my clients,” Saint said. “People want to feel like they really saw Kenya and got involved in the culture rather than just visiting a lodge.”
This is especially true for multigenerational families. “Multigenerational families and parents with younger kids feel it’s important to give back and show them real African life,” Saint said.
Saint has sent her clients to Nairobi to learn about Karen Blixen, the author of the memoir “Out of Africa”; visit women-only beaded jewelry cooperatives; and explore Nairobi’s foodie and fashion scenes. Linda De Sosa, a U.S.-based advisor with Travel Experts whose family lives in Kenya, seen a greater demand for clients to learn about the life of the Masai.
Kenya’s 245 community conservancies are leading the way. “One of the reasons why conservancies sell is that aspect of cultural immersion and cultural diversity,” said Vincent Oluoch, senior program officer for the Kenya Wildlife Conservancy Association. “These are spaces where people and wildlife occur side by side.”
The conservancy model enables overnight stays where visitors join in daily community life. Mefi Alapat of Journey to Africa said, “We’ve taken guests to northern Kenya where their focus is a bit of wildlife and a bit of community as they spend time with the Samburu people. That’s brought a lot of joy.”
At the same time, this model actually helps communities. Tourism now finances 65% of conservancy operations, directly benefiting over 8,000 people. Mature conservancies can generate up to $2 million a year for local communities.
Stars above, roots below
Astro-tourism is another emerging niche for Kenya. The country’s equatorial position enables visitors to see all 88 officially recognized constellations throughout the year.
“I commend The Ministry of Tourism’s recent efforts to drive the astro-tourism initiative, that takes advantage of Kenya’s equatorial positioning,” deputy president Kindiki said. Areas like Samburu and Laikipia have Bortle ratings of 1.0 — the darkest possible skies — revealing over 6,000 visible stars.
Meanwhile, on the ground, Kenya’s approach to wellness is drawing on its oldest traditions; like the sacred Kaya forests, where the original tree huggers practiced mindfulness and conservation long before it was a travel trend.
Events like the Lamu Yoga Festival and Kilifi Wellness Festival draw travelers eager to meditate on the beach, practice yoga among the trees or simply slow down and reconnect with nature. Kenya’s 15 billion tree planting initiative even encourages “one tourist, one tree” programs, letting guests leave a literal green legacy.
Adventure and coast combinations
Adventure travel in Kenya is also booming. “We have got some requests for Mount Kenya climbs, which is very exciting,” said Alapat, who often pairs climbing with Laikipia stays featuring horseback riding, bush walks and easy game drives, before sending clients to the beach.
And even though Kenya’s coastline remains relatively underexploited in the U.S. market, it carries huge potential. “Another great option is the coastline of Kenya. This is highly underrated and gorgeous,” Saint said.
Operators are already embracing Kenya’s diversification drive. Raza Visram of Africa Mecca Safaris said top conservancies now offer “stargazing, health and wellness, authentic cultural immersions, organic farm-to-table farming, wild foraging and gardening” as standard.
For U.S. advisors, it’s a chance to stand out by knowing what’s new. “It’s important that clients investing in a trip like Kenya consult their travel advisor and supplier to find the best experiences,” says Saint.
The payoff is clear. Diversification makes safaris better, and Saint sees it working: “Most clients wanting Africa are mainly looking for safari. But the trend for extra experiences can maximize their trip, and giving back is wonderful for the country and tourism.”
With the government backing the strategy and $9.3 billion projected for 2025, Kenya’s serious about change.
