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Kenya’s Ambassador to the Kingdom of Spain Amb. Nairimas Ole Sein joins the 14 companies from the Kenya Tourism private sector at FITUR Expo in Madrid, Spain.

Kenya Spearheads Efforts to Enhance Tourism Competitiveness and Sustainability at UN Forums

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By Monica MUEMA

Tourism and Wildlife Cabinet Secretary Rebeca Miano has underscored Kenya’s commitment to driving a robust global agenda on tourism competitiveness and sustainability during a series of high-level United Nations (UN) Tourism forums held recently in Madrid, Spain.
The meetings, which included the 20th Committee on Tourism and Sustainability (CTS), the 16th Committee on Tourism Competitiveness (CTC), the Brand Africa workshop, and the UN Tourism 50th anniversary event for tourism ministers and ambassadors, provided a platform for Kenya to shape discourse and chart strategic action plans aligned with UN Tourism priorities on competitiveness, sustainability, and partnerships.
In her keynote address delivered by Kenya’s Ambassador to the Kingdom of Spain H.E. Nairimas Ole Sein, CS Miano noted that Kenya has continued to work closely with UN Tourism and global partners to develop strategies and frameworks aimed at growing an inclusive, resilient, and sustainable tourism sector.
“Kenya has consistently demonstrated leadership in advocating for a competitive, sustainable, and resilient tourism sector capable of withstanding emerging challenges including climate change impacts,” CS Miano stated.
“As we forge ahead, enhanced collaboration between governments, the private sector, and communities will be critical in steering the sector towards a future defined by innovation, inclusive growth, and environmental consciousness. We have a duty as destinations to give value to the many travellers who fuel the  tourism sector.”
The CS called for more concerted climate action by UN Tourism member states, underpinned by robust policy frameworks and increased investments in green tourism initiatives.
Kenya is a signatory of the Glasgow Declaration initiative on Climate Action in Tourism launched at COP2, a voluntary commitment encouraging tourism stakeholders to align their climate actions around five pathways: measurement, decarbonization, regeneration/adaptation, collaboration, and finance.
The deliberations at COP29 held in Baku in November 2024 enhanced climate action in Tourism with a high-level political commitment. Kenya was one of the 62 countries that endorsed this landmark proposal for Enhanced Climate Action that further pledged to recognise the need to address tourism when drafting climate plans, such as their Nationally Determined Contributions.
As the Chair of the Committee on Tourism Competitiveness, CS Miano encouraged the member states to support the work initiated by the UN Tourism Secretariat on delivering the World Tourism Report which will enable destinations to leverage best practices and make research-based decisions.
In the capacity of Kenya as a member, of the Committee on Tourism Sustainability forum, CS Miano hailed the development of a shared vision for aligning the sector to sustainability principles and fostering a sustainable tourism landscape.
Key priorities outlined include reducing the environmental footprint, achieving net positive impacts, and strengthening collaborative planning to enhance resilience.
Additionally, the vital role of tourism in supporting the livelihoods of 40% of the ocean economy gained prominence at the meeting, with member states calling on the need for more coordinated efforts to align ocean conservation and tourism growth.
Discussions at the Committee on Tourism Competitiveness (CTC) highlighted the significance of digital transformation, sustainability practices, cultural tourism, and resilience in enhancing tourism competitiveness.
The World Tourism Report, a focal point for the CTC, is set to serve as a global benchmark for innovative strategies to boost tourism competitiveness.
Miano commended the committee’s efforts in fostering sustainable tourism development by addressing issues related to competitiveness, innovation, and quality in the tourism sector. “The CTC plays a crucial role in promoting inclusivity and sustainability in the tourism sector,” she stated.
“Kenya is committed to contributing insights, data, and case studies to develop successful strategies that align with these principles.”
Meanwhile, the Brand Africa workshop explored opportunities to enhance Africa’s brand and narrative through strategic partnerships with media platforms, research collaborations, and capacity-building initiatives.
The potential of collaborating with technology conglomerate META was highlighted, with proposed initiatives on how African destinations can leverage new technologies in their marketing and promotion efforts.
The UN Tourism events brought together tourism ministers, senior government officials, private sector executives, and experts to discuss strategies for recovery, building resilience, driving sustainability, and enhancing the sector’s competitiveness globally.
The meetings took place on the sidelines of the FITUR Expo (Feria Internacional de Turismo), one of the world’s leading international travel and tourism trade fairs.
FITUR is held annually in Madrid, Spain, serving as a global meeting point for tourism professionals and is a key platform for showcasing innovations, destinations, and trends in the industry.
The fair gathers a diverse range of stakeholders, including tourism boards, and travel agencies with the Kenya Tourism Board (KTB) representing Kenya.

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