Abstract:
Kenya’s key tourism products have mainly centered on African Safari and beach destinations. This is due to the fact that, the country is well endowed with a long coastline and a diversity of wildlife species. Over the years, there has been over dependency on the nature-based products as the main source of tourism revenue and over 80 percent of the industry’s earnings are driven by nature-based tours. Whilst recognizing the importance of nature-based products, much effort is needed to diversify the industry to include a wide range of other products. Kenya’s international tourism arrivals grew by 3.9% to 2.05 million in 2019, while domestic tourism grew from 3,645,144 in 2017 to 3,974,243 in 2018, recording a 9.03% growth (GoK, 2019). The major purpose of visit within the international market is holiday (73.9%) followed by business and conference tourism (13.3%), visiting friends and relatives (6.7%) and finally other purposes such as sports, medical related purposes and education (6.4%),
