The Kenya Tourism Board (KTB) is amplifying its commitment to sustainable tourism through the expansion of its successful ‘One Tourist, One Tree’ initiative, now introduced in the North Rift Tourism Circuit. This campaign is a significant part of KTB’s broader strategy to promote environmental conservation as a fundamental aspect of both the tourism sector and the national economy.
At a recent tree-planting event held at Eldoret’s Arboretum, which features the celebrated Wall of Fame dedicated to Kenya’s elite athletes, KTB CEO June Chepkemei highlighted the crucial role of environmental conservation in tourism. “Destinations that prioritize ecological preservation often see remarkable improvements in sustainable tourism,” Chepkemei stated, underscoring Kenya’s potential to gain international recognition for its environmental initiatives through increased forest cover.
The tree-planting effort is part of a comprehensive reforestation strategy designed to actively engage tourists in sustainability. The ‘One Tourist, One Tree’ campaign invites visitors to participate in tree planting, thereby contributing to Kenya’s ambitious environmental objectives. This initiative aligns with the national goal of achieving a forest cover of 30% by 2032, with a target to plant 15 billion trees within the next decade.
The North Rift Circuit, where the campaign was recently launched, offers travelers a variety of unique experiences. This area features breathtaking landscapes, including the Kerio Valley, Lake Bogoria, and the majestic Mount Elgon, making it an essential part of Kenya’s tourism landscape.
Chepkemei emphasized that sustainable tourism practices are vital for conserving the natural beauty and biodiversity of the North Rift. “We urge the hospitality sector, private enterprises, and local communities to adopt sustainable tourism as a core principle,” she remarked, calling for active involvement in the reforestation project.
The ‘One Tourist, One Tree’ initiative is a key element of Kenya’s sustainable tourism framework, which recognizes environmental conservation as essential to enhancing the country’s appeal as a premier travel destination. KTB is encouraging hotels, tour operators, and other stakeholders in the tourism sector to integrate tree-planting activities into their guest experiences, fostering a culture of environmental responsibility.
Chepkemei pointed out that reforestation is critical not just for mitigating climate change but also for safeguarding Kenya’s unique biodiversity. “By planting trees, we not only help offset our carbon footprint but also protect our rich natural heritage for future generations,” she noted.
The launch of the ‘One Tourist, One Tree’ campaign in the North Rift Circuit was characterized by collaboration among KTB, local stakeholders, and organizations like the Green Circle Foundation. Kate Kirui, founder of the Green Circle Foundation, expressed her organization’s commitment to supporting the initiative, stating, “It is our collective duty to care for the environment, and as private sector players, we are fully on board with this conservation mission.”
Initially launched in Kajulu Hills Forest, Kisumu County, during the UN World Tourism Week, the ‘One Tourist, One Tree’ campaign has emerged as a vital component of Kenya’s sustainable tourism agenda. This initiative is closely linked to the government’s vision of achieving 30% tree cover by 2032, a target necessitating the planting of at least 15 billion trees across the nation.
KTB’s efforts extend beyond tree planting, as it actively seeks to develop tourism circuits in all 47 counties of Kenya, thereby boosting domestic tourism through the Tembea Kenya initiative. The nine tourism circuits, which include the Nairobi Circuit, Coastal Circuit, Central Kenya Circuit, and Northern Circuit, represent a diverse array of Kenya’s natural and cultural attractions.
Through the Tembea Kenya initiative, KTB encourages Kenyans to explore their own country, enhancing the growth of domestic tourism. Each of the nine tourism circuits showcases distinct attractions and experiences, catering to a wide variety of travelers.
As Kenya prioritizes environmental conservation and sustainable tourism, it is well-positioned to gain global recognition for its efforts. The ‘One Tourist, One Tree’ initiative exemplifies how the country is establishing itself as a leader in sustainability. By actively involving travelers in conservation efforts, KTB fosters a sense of shared responsibility, ensuring that tourism flourishes in harmony with the environment.
Through initiatives like ‘One Tourist, One Tree’ and the development of the country’s tourism circuits, Kenya is charting a course toward a greener, more sustainable future—benefiting both the environment and the tourism sector for generations to come.
