Destination competitiveness has shifted from visitor numbers to how tourism supports sustainable development at the destination. This shift has been informed by rising consumer demand for sustainable products, inclusion of tourism in the Agenda 203o for sustainable development and increasing contribution and vulnerability of tourism to poverty, climate change and pollution.
STTA developed design a research plan for assessing Kenya’s sustainable tourism development status and developed Kenya’s first sustainable Tourism Report in 2016 and revised it in 2021
Increased awareness of destination sustainable tourism values and achievements and approach. Increased destination / brand responsiveness to sustainability leading to competitiveness