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The Ministry of Tourism and Wildlife is embarking on a landmark initiative that will see every visitor to the country plant a tree as part of efforts to improve the country's tree cover and to position Kenya as a sustainable tourism destination.

The campaign dubbed "One Tourist, One Tree" will rally stakeholders and travelers to actively participate in planting trees activities in a bid to preserve and replenish Kenya's rich biodiversity.

Speaking during a tree planting and an activation exercise of the campaign in the western tourism circuit at Kajulu Hills Forest -Kisumu County, Tourism Principal Secretary John Ololtua said that the campaign is centered on the growing need for competitive destinations like Kenya to strike a balance between tourism development and conservation towards a more sustainable future.

"Tourism is a major economic driver, contributing ten per cent of our GDP and employing one in ten people worldwide. However, it also accounts for about eight per cent of greenhouse gas emissions. With global tourist arrivals expected to reach 1.8 billion by 2030, there's an urgent need for sustainable practices to safeguard the natural and cultural assets that attract visitors," Ololtua remarked.

The PS spoke of the Ministry's commitment to environmental conservation, noting that traveler involvement will be central towards achieving the national goal of increasing tree cover to 30 per cent through the planting of at least 15 billion trees by 2032.

"As a Ministry, we are playing our part to actualize the government’s ambitious reforestation agenda. Today marks a strong call to action for every visitor to our country to play a role in elevating Kenya’s status as a leading sustainable tourism destination in Africa, and indeed the world. Each traveller to Kenya has the opportunity to contribute to sustainability by planting a tree, helping to offset their carbon footprint while enjoying the natural beauty of the region." added the PS.

The initiative will be rolled out and implemented in collaboration with various stakeholders in the Tourism industry, including hotels, tour operators, community-based organizations among others.

Kisumu County CEC for Trade, Tourism Industry and Marketing Farida Salim thanked the Ministry of Tourism and Wildlife for marking the Tourism Week and World Tourism Day in Kisumu. She added that conservation is a key pillar for Tourism in Kisumu County “Kisumu is glad to host the 2024 World Tourism week which culminates in the World Tourism Day on the 27th of September. As a key conservation area Kajulu Forest with its rich biodiversity and indigenous trees, is poised to become a focal point for eco-tourism in the Western Tourism Circuit” she said.

Through the campaign communities will be supported in transitioning to clean energy solutions, reducing reliance on charcoal and the cutting of trees. The county policies will reinforce the commitment to sustainable travel and community empowerment, encouraging more travelers to engage with these initiatives.

On her part, Kenya Tourism Board (KTB) CEO June Chepkemei lauded the groundbreaking planting initiative, adding that it complements efforts to market the tourism product responsibly and sustainably. She lauded Kajulu forest as a premier eco – tourism destination and called upon the Kajulu Community Forest Association to champion the preservation of the forest endowed with rich biodiversity and indigenous trees.

"Kenya's allure lies in its natural beauty and diverse wildlife. By integrating sustainability into our tourism strategy, we are not only attracting conscientious travelers but also safeguarding our natural assets for future generations to enjoy,” said Ms. Chepkemei.

The campaign is a focal point of the week-long Kenya Tourism Week activities leading up to the World Tourism Day celebration on September 27th, 2024, in Kisumu. Every traveller now has an opportunity to contribute to sustainability by planting a tree , helping to offset their carbon footprint while enjoying the natural beauty of the region.

Now in its 45th edition, the World Tourism Day will be marked under the theme "Tourism and Peace" where the focus will be on highlighting the role tourism plays in fostering peace, unity and understanding across cultures.