Kenya | Stepping Up Efforts to Position Culinary Tourism as a Main Economic Driver

Kenya is stepping up efforts to position culinary tourism as a main economic driver, targeting a larger share of the global tourism market linked to gastronomy valued at Sh1.09 trillion last year. 

Culinary tourism is travelling to a destination primarily to experience its food and drink, viewing it as a way to explore and connect with local culture, history and people. It goes beyond fine dining to include a wide range of activities, such as street food tours, visiting local markets, attending food festivals, taking cooking classes, and visiting farms or producers.

This type of travel is seen as a way to gain a deeper, more authentic understanding of a place and can be a significant factor in a tourist’s destination choice.

Industry data cited by tourism marketers indicate 53% of leisure travellers identify as culinary tourists and 81% now choose destinations based on food experiences.

Kenya is increasing its focus on this tourist segment by promoting local and international food experiences, aiming to attract more visitors and diversify revenue, hosting international cooking events, and raising service standards through initiatives like the Nairobi International Culinary awards.

The country is also adapting its hospitality curricula to align with international tastes, and partnering with international influencers to amplify the reach of culinary events.

Kenya's strategy was showcased at a cookout in Nairobi National Park during the 10th Week of Italian Cuisine in the World, with Kenya Tourism Board signalling a pivot toward higher - value growth and diversified revenue from food - led travel.

The event, supported by the Embassy of Italy, Italian Cultural Institute, Italian Trade Agency, Kenya Wildlife Service, Kenya Tourism Board (KTB) and Utalii College, featured Italian influencer Chef Lulu Gargani to amplify international reach, while local training institutions reported adapting curricula to global tastes.

Officials framed the push as a way to deepen visitor spending and sharpen competitiveness amid shifting travel preferences.

The strategic plan using culinary experiences to complement existing tourism attractions, such as wildlife parks and the coastline is seen as a key economic driver for the country, recognizing that a significant percentage of global travellers are choosing attractive, captivating destinations also based on food experiences.

Link

https://atta.travel/resource/kenya-heats-up-culinary-tourism.html