Nakuru Eyes Bigger Tourism Share With New Marketing Strategy

By Suleiman Mbatiah

Nakuru’s bid to become Kenya’s leading tourism and investment destination has gained fresh momentum after the county government pledged financial and technical support to a new marketing board expected to drive branding, partnerships and investor outreach.

Governor Susan Kihika said the formation of the Nakuru County Tourism and Marketing Board was timely, noting that the county needed a stronger and more coordinated strategy to market its tourism assets and investment potential.

The board, chaired by David Mwangi, held its inaugural strategy talks with the county leadership on strategies to position Nakuru as a preferred destination for tourists, investors and hospitality industry players.

“Nakuru is endowed with some of the country’s finest tourist attractions and underscored the importance of investing in supportive infrastructure,” Governor Kihika said during the meeting with the new board.

She said the county must move beyond relying on natural attraction alone and deliberately package its tourism products, improve visibility and strengthen partnerships that can attract both local and international visitors.

The Governor said ongoing and planned infrastructure projects would play a key role in opening up the county for tourism and investment. She cited the dualling of the Rironi-Mau Summit Road and the anticipated completion of Lanet Airport as major enablers.

According to the county government, improved road and air connectivity will support faster movement of tourists, investors, goods and services, while also enhancing Nakuru’s competitiveness as a regional business and hospitality hub.

Kihika challenged the board to identify and aggressively market Nakuru’s diverse attractions, strengthen the hospitality industry, build a distinctive county brand and forge strategic partnerships with key players in tourism and investment.

“I challenge the board to identify, package and aggressively market Nakuru’s diverse tourism attractions, strengthen the hospitality industry, build a distinctive county brand and forge strategic partnerships,” she said.

The Governor also tasked the board with organizing an investment conference early next year, saying the forum should provide a structured platform for showcasing opportunities across tourism, hospitality, agribusiness, real estate, manufacturing and other sectors.

The board is also expected to formulate policies to guide the sector, strengthen destination branding, attract private investment, improve coordination among tourism stakeholders and enhance Nakuru’s competitiveness in both domestic and international tourism markets.

Nakuru is among Kenya’s most visited counties, with attractions that include national parks, lakes, heritage sites, geothermal landscapes, hospitality facilities and conference destinations. The county is also strategically located along major transport and trade corridors.

The County boss said the new board is expected to help consolidate these strengths into a unified marketing agenda that can attract investment, create jobs and expand revenue opportunities for communities and businesses.

She said her administration would provide financial and technical support to the board to enable the board to deliver on its mandate and align its work with Nakuru’s broader development and investment strategy.

The Governor said Nakuru’s identity as the only county with six lakes gives it a unique advantage, but added that the county must deliberately convert that advantage into stronger tourism numbers, investor confidence and local economic growth.

The county government has in recent years intensified campaigns aimed at promoting domestic tourism and showcasing lesser-known attractions within Nakuru. In December 2024, the county partnered with stakeholders to launch the “Tembea Nakuru” campaign to market the region as a tourism and investment destination while highlighting over 30 tourism sites across the county

Governor Kihika’s administration has repeatedly stated its intention to position Nakuru as a leading tourism and investment destination through partnerships with the private sector and aggressive destination marketing initiatives.

Tourism Minister Stephen Kuria also emphasized the need to promote emerging tourism products such as culture, heritage, horticulture, lake tourism and Meetings, Incentives, Conferences and Exhibitions tourism, commonly known as MICE.

The inclusion of key industry figures such as Alfrida Boinett, Director of Kongoni Lodge Naivasha, and Duncan Mwangi, Regional General Manager for Sarova Woodlands and Sarova Lion Hill Lodge, would further strengthen the board’s industry representation and strategic direction.

Duncan is set to chair the crucial Marketing, Public Relations and Branding Committee, while Alfrida will lead the Finance and Resource Mobilisation Committee, positions expected to play a central role in shaping Nakuru’s tourism promotion and investment agenda.

According to the Ministry of Tourism and Wildlife, Kenya recorded about 7.9 million visitors in 2025, including 2.7 million international arrivals and 5.2 million domestic travellers, generating approximately KSh500 billion in tourism earnings.