Tourism as a bridge for peace: Kenya celebrates 2024 UN World Tourism Day

Tourism and Wildlife CS Rebecca Miano flags off the UN World Tourism Day celebration at Kondele, Kisumu County.[Courtesy]

Tourism and Wildlife Cabinet Secretary, Rebecca Miano, has emphasized the need for stronger efforts to harness the transformative power of tourism to promote peace and coexistence in Kenya.

Speaking during the 45th annual World Tourism Day celebrations held in Kisumu County, Miano underscored the role of tourism in fostering intercultural dialogue, social cohesion, and sustainable development.

With the 2024 theme, Tourism and Peace, Miano highlighted how tourism can play a pivotal role in building bridges across cultures, promoting mutual understanding, and advancing economic equity.

“As we commemorate this year’s World Tourism Day here in Kisumu, I implore the tourism fraternity to lead the charge in entrenching a culture of peace,” said Miano.

She explained that tourism, beyond its economic value, has the potential to promote social justice and drive inclusive development.

"Tourism has the power to build bridges across cultures, promote social justice, and drive economic equity," she added, calling on stakeholders to collaborate in promoting peace through tourism.

Kisumu, the host of Kenya's World Tourism Day event, played a key role in showcasing how tourism can enhance cultural connections and development. Miano praised the city for its successful hosting of Kenya Tourism Week, a series of events leading up to World Tourism Day.

The week-long celebration featured various activities, including familiarization (FAM) trips with media and stakeholders, tree planting initiatives, exhibitions, boat races, and culinary and fashion festivals.

These activities underscored Kisumu’s growing status as a hub for cultural tourism, innovation, and peacebuilding.

Kisumu County Deputy Governor, Dr. Mathew Owili, expressed pride in his county's role as the host of the national event and emphasized Kisumu’s strategic position as a gateway to East and Central Africa.

He praised the county's natural beauty, cultural heritage, and peace-loving communities as key assets for fostering tourism and cross-border travel.

“Kisumu’s rich natural endowments, vibrant heritage, and peace-loving communities make it an ideal hub for cultural tourism enterprises that can spur development and social cohesion,” said Owili.

He reiterated Kisumu's commitment to working with stakeholders to realize the county’s potential in tourism and peacebuilding.

Owili further noted the importance of cross-border tourism, which he believes can contribute to regional cooperation and economic growth.

Kisumu, with its position on the shores of Lake Victoria, is poised to serve as a key destination for cultural and sports tourism, aligning with Kenya’s broader tourism agenda.

Narok County Governor, Patrick Ole Ntutu, who also serves as the Chair of the Council of Governors’ Tourism and Wildlife Committee, echoed similar sentiments, stressing the central role of counties in advancing Kenya’s tourism efforts.

“Counties are the hotspots of tourism in Kenya, showcasing a piece of our nation's identity,” Ole Ntutu said. He emphasized that Kenya's 47 counties hold immense tourism potential, representing the heart of the nation’s cultural and natural diversity.

Ole Ntutu called for the Ministry of Tourism to provide greater support in profiling and developing local tourism festivals and attractions, which he believes are essential to preserving Kenya's cultural identity while driving economic development.

He pointed out that local festivals, cultural experiences, and tourism products across the counties are vital components of Kenya’s tourism offerings.

Tourism Principal Secretary, Hon. John Ololtuaa, reiterated the government’s commitment to fostering tourism entrepreneurship and innovation, particularly among the youth.

He highlighted the Ministry’s efforts to invest in capacity building and financing for young talent to ensure that fresh perspectives are injected into Kenya’s tourism promotion.

“The Ministry is investing in capacity building and financing for young talent to inject fresh perspectives into tourism promotion, product development, and marketing. With enabling policies, these trailblazers can create sustainable micro-enterprises that contribute to peacebuilding,” said Ololtuaa.

He emphasized that empowering the youth is key to driving competitiveness and creating employment opportunities in the tourism sector.

The World Tourism Day celebrations in Kisumu featured vibrant cultural performances and exhibitions, showcasing Kenya’s rich tourism and cultural heritage through traditional dances, cuisines, and artifacts.

These displays not only celebrated the country’s diverse traditions but also demonstrated the potential of cultural tourism as a tool for peacebuilding and mutual understanding among communities.

Globally, the United Nations World Tourism Organization (UNWTO) has consistently emphasized tourism's role as a driver of socio-economic progress and a key factor in achieving the United Nations’ Sustainable Development Goals (SDGs).

Tourism accounts for one in ten jobs globally and contributes approximately 10% to the world’s GDP, according to UNWTO statistics.

While Kenya’s national celebrations took place in Kisumu, the global celebrations were held in Tbilisi, Georgia.

The 2024 World Tourism Day, themed Tourism and Peace, aimed to shine a spotlight on how tourism can promote intercultural understanding and contribute to global peace efforts.

The United Nations continues to recognize tourism as a powerful tool for fostering development, promoting equality, and building lasting peace in communities around the world.

As Kenya marked this significant day, the message from leaders like CS Miano, Governor Ole Ntutu, and PS Ololtuaa was clear: tourism has the potential to be more than an economic engine — it is also a powerful tool for promoting peace, mutual understanding, and social cohesion across the country and beyond.