Eastern Africa joined world tourism leaders at the 3rd Global Tourism Resilience Day Conference and Expo, held from February 17–19, 2025, at the Princess Grand Jamaica Resort, Hanover. This significant event, designated by the United Nations, marks Jamaica’s third consecutive year hosting this impactful global forum. The event was spearheaded by the Global Tourism Resilience and Crisis Management Centre (GTRCMC), an organization dedicated to conducting policy-relevant research on destination preparedness, management, and recovery from disruptions affecting the tourism industry.
Hon. Edmund Bartlett, Jamaica’s Minister for Tourism, has been instrumental in conceptualizing and leading this initiative, providing visionary leadership that continues to shape global tourism resilience strategies.
Eastern Africa’s Role in Strengthening Tourism Resilience
The Global Tourism Resilience and Crisis Management Centre – Eastern Africa (GTRCMC-EA), established in November 2019 and domiciled at Kenyatta University, was the first satellite centre. This resource hub serves fourteen countries: Kenya, Burundi, Comoros, the Democratic Republic of Congo, Djibouti, Ethiopia, Eritrea, Madagascar, Rwanda, Seychelles, Somalia, South Sudan, Tanzania, and Uganda. The Centre is committed to advancing tourism resilience through research, capacity building, and the development of knowledge, toolkits, guidelines, and policies on crisis management in tourism.
Under the leadership of Hon. Rebecca Miano, Cabinet Secretary for Tourism and Wildlife, and with the support of Principal Secretary Hon. John Ololtuaa, who led the Kenyan delegation in Jamaica, along with the Vice Chancellor of Kenyatta University, the Centre remains steadfast in its mission to drive tourism resilience and innovation.
Speaking under the theme “Building Tourism Resilience Through Digital Transformation,” the Principal Secretary highlighted key steps that Kenya has taken within the digital space, particularly in cybersecurity. These advancements are crucial in safeguarding tourism operations and enhancing the overall resilience of the sector.
Dr. Esther Munyiri, Director of GTRCMC-EA, presented on the Centre’s key achievements and vision across the fourteen countries in the Eastern Africa region, emphasizing the Centre’s role in shaping sustainable tourism resilience strategies.
Key Flagship Projects
Research & Policy Development
Over the past five years, GTRCMC-EA has conducted extensive research on tourism resilience, particularly in crisis preparedness, response and recovery.
Recommendations on expanding domestic tourism, diversifying tourism products, and embracing digital transformation are shaping Kenya’s tourism landscape. In partnership with the Ministry of Tourism and Wildlife, the Centre is actively mapping tourism products and experiences across the region.
Regional Tourism Standards & Capacity Building
The Centre is collaborating with the Ministry of Tourism and Wildlife to enhance safety and security training for tourism stakeholders. Additionally, in partnership with United Nations Environment Programme (UNEP), Ecotourism Kenya, Kenya Tourism Federation, and key stakeholders, the Centre is developing Harmonized Sustainable Tourism Standards for East Africa. Major tourism leaders from eight countries have received training, and efforts are underway to secure partners to support auditor training and implementation of these standards.
County-Level Tourism Policy Support
GTRCMC-EA has supported multiple Kenyan counties in formulating robust tourism policies, strengthening local tourism governance, and enhancing resilience against crises.
Strategic Tourism Human Capital Development
The Centre focuses on youth engagement to build a sustainable tourism workforce. It is collaborating with other visionary leaders to implement five transformative initiatives:
1. Middle East and Africa Future Leaders Challenge – A series of high- impact events designed to connect young talent, industry leaders, and policymakers, fostering innovation and shaping the future of tourism. The next regional workshop for East Africa is scheduled to take place in Nairobi on April 28–29, 2025.
2. Top Talent Initiative – Connecting East African youth with remote work opportunities in U.S. companies.
3. Placement International Program – Facilitating one- to two-year paid internships for East African youth in leading U.S. hotels.
4. Erasmus+ Exchange Program – Supporting internationalization and mobility between Eastern African and European educators, industry, policymakers, and students through EU funding.
5. Innovation Centers of Excellence (I.C.E.) – A capacity-building initiative aimed at equipping youth in the region with skills in innovation, strategy, leadership, mindset, and civility, fostering impactful change and monetization opportunities.
Global Recognition and Future Outlook
These concerted efforts have not only positioned Kenyatta University as the top-ranked university in Kenya but also led to GTRCMC-EA receiving the esteemed Global Resilience Award in 2024. The Centre’s initiatives continue to drive innovation, resilience, and sustainability in the tourism industry, ensuring that Eastern Africa remains a key player in global tourism resilience.
As the world faces evolving challenges in the tourism sector, platforms such as the Global Tourism Resilience Conference and Expo serve as critical forums for knowledge exchange and strategic planning. The commitment demonstrated by leaders and stakeholders in tourism resilience efforts paves the way for a more sustainable and adaptable global tourism industry.
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