How Small Tour Companies Survived Kenyan Tourism Drought

In recent years, the Kenyan tourism industry has faced significant challenges due to various factors such as political instability, security concerns, and the global COVID-19 pandemic. These circumstances have led to a decline in tourist arrivals and created a difficult environment for small tour companies in the country. Despite the adversities, many small tour companies in Kenya have survived the tourism drought through strategic adaptations and innovative approaches. This article will explore how these companies have weathered the storm and emerged stronger.


The Kenyan tourism industry has been a vital source of revenue and employment for the country. However, various challenges, including political unrest, security concerns, and the impact of the COVID-19 pandemic, have caused a significant decline in tourist arrivals. This downturn has severely impacted small tour companies operating in Kenya. Nevertheless, through resilience and innovative strategies, these companies successfully managed to navigate the tourism drought.

Understanding the Kenyan Tourism Drought

The Kenyan tourism drought refers to the period of reduced tourism activity in the country, primarily caused by factors that deter visitors from choosing Kenya as their travel destination. These factors include political instability, negative travel advisories, safety concerns, and the COVID-19 pandemic. During this period, small tour companies faced declining bookings and revenue, putting their survival at stake.

Adapting to Changing Market Dynamics

Diversification of Services

To survive the tourism drought, small tour companies in Kenya realized the importance of diversifying their services. Instead of solely relying on traditional safari packages, they expanded their offerings to include cultural experiences, adventure tourism, and specialized wildlife tours. By diversifying their services, these companies could cater to a wider range of tourists and increase their chances of securing bookings.

Targeting Niche Markets

Identifying and targeting niche markets was another effective strategy employed by small tour companies. By focusing on specific interests such as birdwatching, photography safaris, or sustainable tourism, these companies were able to differentiate themselves from larger competitors and attract a dedicated customer base. Niche markets often offer higher margins and lower competition, giving small tour companies a competitive edge.

Collaboration and Networking

Collaboration and networking became crucial for small tour companies during the tourism drought. By forming partnerships with local accommodations, restaurants, and other tourism-related businesses, these companies created attractive packages and offered additional value to their customers. Collaborative efforts also helped in sharing marketing costs and expanding reach through cross-promotion.

4. Leveraging Digital Marketing and Technology

Building a Strong Online Presence

Recognizing the significance of the digital landscape, small tour companies focused on establishing a robust online presence. They invested in professional website design, optimized their websites for search engines, and created engaging content to attract potential customers. A visually appealing and user-friendly website became the virtual storefront for these companies, showcasing their unique offerings and competitive advantages.

Utilizing Social Media Platforms

Social media platforms played a vital role in the survival of small tour companies during the tourism drought. These companies built brand awareness, generated leads, and fostered customer loyalty by engaging with their target audience on platforms such as Facebook, Instagram, and Twitter. They regularly shared captivating visuals, travel tips, and exclusive offers, creating a sense of excitement and desire to explore Kenya.

Embracing Virtual Tours

The pandemic brought travel restrictions and physical limitations, making it challenging for tourists to visit Kenya. To overcome this hurdle, small tour companies embraced virtual tours. They tasted Kenya’s natural wonders and cultural heritage through live streaming, video content, and virtual reality experiences. Virtual tours kept the audience engaged and served as a powerful marketing tool for future bookings.

5. Community Engagement and Sustainable Tourism

Supporting Local Communities

Small tour companies recognized the importance of community engagement and sustainable tourism practices. They actively collaborated with local communities, supporting initiatives to improve education, healthcare, and infrastructure. By involving the communities in tourism-related activities, these companies fostered a sense of ownership and pride, positively impacting both the residents and tourists.

Incorporating Eco-friendly Practices

Sustainable tourism became a key focus for small tour companies. They implemented eco-friendly practices such as responsible waste management, promoting wildlife conservation, and supporting eco-lodges and sustainable accommodations. By embracing sustainability, these companies preserved Kenya’s natural resources and attracted environmentally conscious travellers who sought authentic and responsible travel experiences.


Despite the challenges posed by the Kenyan tourism drought, small tour companies have managed to survive and thrive by adapting to changing market dynamics, leveraging digital marketing and technology, and embracing community engagement and sustainable tourism practices. Their resilience, creativity, and dedication have ensured their survival and positioned them for long-term success in the ever-evolving tourism industry.

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Evans simiyu


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