Sustainable Tourism Policy in Western Kenya Tourism Circuit: Wildlife and Cultural Tourism Development, Opportunities, Challenges and Strategies

Sustainable tourism policy and planning is the systematic process of creating guidelines, strategies and frameworks to promote tourism that is economically viable, environmentally sound and socially equitable over long term. This is by minimizing negative impacts, enhancing wellbeing of local communities, supporting the preservation of natural and cultural heritage and ensuring high-quality visitor experience. A tourism circuit is a planned route that links a group of tourism attractions or destinations, allowing tourists to travel from one to another in a logical, accessible sequence, often returning to the starting point. Circuits aim to enhance visitor experience, increase average stay and spending of tourists and distribute tourism benefits across multiple areas. Kenya through the National Tourism Policy 2020 addressed sustainable tourism development amicably by defining and developing indicators of sustainable development for the country and the county governments’ role in enhancing the same. The policy also addressed the various tourism circuits that are known and the county’s role in developing and managing tourism in their respective localities. From the reviewed literature it is evident that destinations that have embraced sustainable tourism policies, have been able to conserve their pristine environment, developed economically, has active stakeholder participation and the local culture remains preserved for future utilization by the anticipated generations. The main purpose for this study is to find out the opportunities, challenges and strategies of implementing sustainable tourism policy in the Western tourism circuit which is rich in both wildlife attractions such as Ruma national park, Kisumu impala sanctuary, Saiwa Swamp National Park, Mt Elgon National park and Kakamega forest reserve. Cultural attractions within the circuit include Nabongo cultural center, Kisumu museum, Kitale museum and bullfighting in Kakamega. The study is a desktop review which uses secondary data to address the issue of policy in the western Kenya tourism circuit. The study is also guided by three theories namely, sustainable development theory, triple bottom line theory and stakeholder theory which focuses on integration, balance and long-term planning. The main opportunity for the western tourism circuit is its strategic location with the neighboring east African countries hence can easily attract tourists beyond the Kenyan boarders. The main challenge is however poor policy framework which has left the region with poor infrastructure and low promotion campaign. Excellent strategies for this circuit include proper representation of the wildlife and cultural attractions in the National tourism policy and involvement of all stakeholders in the initial planning stages for better promotion and marketing of the destination. These focus and be broadened to the other circuits within and beyond the Kenyan boundaries. Key Words: Sustainability; Tourism policy; Circuit; Strategic Positioning, Stakeholder Involvement