June Chepkemei, Chief Executive Officer of the Kenya Tourism Board, has emphasised the importance of empowering young people to drive innovation, entrepreneurship and sustainable growth in Kenya’s tourism sector.
According to her post on LinkedIn, Chepkemei stated that “the future of Kenya’s tourism sector will not be secured by the destinations we promote alone, but by the people we empower to build businesses, create experiences and tell Kenya’s story to the world.”
She noted that young people are increasingly shaping the tourism industry as professionals, digital storytellers, innovators and frontline ambassadors responsible for creating memorable visitor experiences.
Chepkemei highlighted emerging opportunities in artificial intelligence, digital tourism, culinary experiences, cultural heritage, conservation, wellness and adventure travel, noting that these areas offer young people opportunities to establish businesses, build rewarding careers and develop sustainable livelihoods.
According to her, tourism is evolving beyond traditional wildlife attractions and hospitality services, with innovation creating opportunities for entrepreneurs to develop distinctive tourism products, access new markets and position Kenya as a diverse, year-round destination.
She stressed that tourism stakeholders must bridge the gap between talent and opportunity through mentorship, practical training, internships, digital skills development, access to finance and markets, and greater participation of young professionals in leadership and decision-making.
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Chepkemei also highlighted the Kenya Travel and Tourism Student Symposium, hosted by Strathmore University, as a platform connecting emerging talent with industry practitioners and the realities of a rapidly evolving tourism sector.
The symposium brings together students from Strathmore University, Kenya Utalii College, the University of Nairobi, KCA University, Maasai Mara University and Gretsa University. The initiative aims to strengthen engagement between students and industry professionals while encouraging partnerships, innovation, entrepreneurship and career development.
She explained that such platforms should extend beyond knowledge-sharing to provide practical opportunities for young people to grow professionally, establish businesses and contribute meaningfully to the tourism industry.
At the Kenya Tourism Board, Chepkemei noted that destination marketing must go hand in hand with talent development, describing both as complementary investments. While destination marketing attracts visitors, developing the right skills and expertise helps deliver memorable experiences and increase tourism’s economic contribution.
She further called for a shift in how young people are prepared for the industry, emphasising the need to equip them not only to seek employment but also to create jobs and transform the sector.
“The next generation is not just the future of tourism. It is already shaping it,” she stated, adding that young people must be provided with the skills, platforms and opportunities needed to lead the industry’s transformation.
