Africa-Press – Kenya. Principal Secretary for Broadcasting and Telecommunications Stephen Isaboke has highlighted the growing role of media and digital storytelling in driving Kenya’s tourism growth.
Speaking at the Second Kenya Tourism Awards (KTA) Gala Dinner on Wednesday evening, PS Isaboke described tourism as a “strategic pillar of our economy and a powerful ambassador of Kenya’s global brand.”
He noted that the strong participation at the awards reflects the sector’s “confidence, competitiveness, and commitment to excellence.”
“Tourism remains a strategic pillar of our economy and a powerful ambassador of Kenya’s global brand. The strong participation we see here tonight is a clear signal of a sector that is confident, competitive, and committed to excellence,” he said.
PS Isaboke emphasised that media, digital platforms, and creative storytelling are increasingly central to promoting Kenya’s tourism brand internationally.
He said strategic visibility through broadcasting and online platforms is critical for attracting visitors, driving bookings, and unlocking investment.
Principal Secretary for Broadcasting and Telecommunications Stephen Isaboke, with other industry leaders, receives a briefing before the event
“In today’s digital era, destinations compete on visibility and narrative. Strategic storytelling through broadcasting, digital platforms, and creative content is no longer optional; it is essential for attracting visitors, investments, and global attention,” he said.
Under the Bottom-Up Economic Transformation Agenda (BETA), the tourism sector has expanded opportunities for micro, small, and medium enterprises (MSMEs), particularly youth-led and community-based ventures.
PS Isaboke noted that the sector supports job creation and income generation across accommodation, tour operations, transport, food and beverage, creative industries, and digital marketing.
“Tourism is one of the most inclusive sectors under the Bottom-Up Economic Transformation Agenda. It creates pathways for MSMEs, youth, and communities to participate meaningfully in economic growth,” he said.
PS Isaboke also highlighted the sector’s strong performance in 2024.
Kenya recorded 2.4 million international visitors, a 15 per cent increase from the previous year, while domestic tourism grew by 12 per cent. Earnings from tourism rose to Sh452 billion, underlining the sector’s contribution to foreign exchange and national development.
Principal Secretary for Broadcasting and Telecommunications Stephen Isaboke, giving a speech at the awards ceremony
He said initiatives such as the Kenya Tourism Awards promote accountability, higher industry standards, and innovation, while encouraging professionalism and service excellence.
“Platforms such as the Kenya Tourism Awards play a critical role in raising standards, rewarding excellence, and encouraging continuous innovation across the tourism value chain,” PS Isaboke noted.
The 2026 Kenya Tourism Awards recognised excellence across 50 categories, with winners drawn from the private sector, government, and community organisations.
Categories were evaluated by a jury before winners were determined through public voting.
Kenya Tourism Awards Chairperson Barry Clemens said the board works with stakeholders to promote high standards and a culture of excellence.
CEO Allan Ndekwe added, “The Kenya Tourism Awards are about recognising those who are setting the bar high while inspiring the entire sector to aim even higher. By rewarding innovation, quality service, and responsible tourism practices, we are strengthening Kenya’s competitiveness as a world-class destination.”
PS Isaboke reaffirmed the State Department’s commitment to supporting tourism visibility through the digital and communications ecosystem.
“Government remains committed to working with media practitioners, broadcasters, and digital creators to ensure Kenya’s tourism story is told consistently, creatively, and competitively on the global stage,” he said.
The Principal Secretary congratulated award winners and called for continued collaboration between the government, private sector, communities, and creatives to position Kenya as a resilient and globally respected tourism destination.
He was accompanied by Secretary for Information and Broadcasting Temesi Mukani and Tourism Secretary David Gitonga.
