In a bid to boost visitor numbers, the County Government of Nakuru, in collaboration with tourism industry stakeholders, has unveiled an ambitious marketing strategy to promote Lake Nakuru National Park. The move comes after a noticeable decline in tourist arrivals at the premium park over the past few years.
Once a top destination renowned for its breathtaking flocks of flamingos and diverse wildlife, the park has experienced a slump in tourism due to factors such as shifting flamingo populations, flooding, global travel disruptions, and, most recently, the disappearance of Brian Odhiambo, a local fisherman.
Established in 1961, Lake Nakuru National Park spans 188 square kilometers and is renowned for its rich biodiversity. At its heart lies Lake Nakuru, covering 42 square kilometers with a depth of 1.8 meters, a critical habitat for flamingos and numerous other bird species.
The park gained further prominence in 1984 when it became Kenya’s first rhino sanctuary, providing a safe haven for endangered giants. Today, it hosts four of Africa’s “Big Five”: rhinos, buffalos, lions, and leopards, making it a premier wildlife destination.
County Minister for Tourism Mr. Kuria Muiruri noted that the County Government of Nakuru was in the process of forming a County Marketing and Tourism Board to drive regional tourism growth by spearheading destination promotion, infrastructure development, and investment attraction.
The board’s work, Mr. Kuria added, extends into tourism infrastructure development, where the board will identify investment opportunities for hotels, eco-lodges, and transport networks while ensuring projects align with environmental conservation goals.
“Each and every county is fighting and competing against each other so that they can get more visitors and more revenue, thus the need for greater and better investment. Next time, the county will be activating other sites such as Kiptunga Forest, Donduri Forest, Menengai Crater and Forest among others and ensure Nakuru County shines,” he noted.
Nakuru County Tourism Association (NCTA) chairman, Mr. David Mwangi, announced that the new initiative will involve aggressive international and domestic marketing, partnerships with travel agencies, and enhanced digital promotion to showcase the park’s unique attractions.
“Lake Nakuru National Park is still one of Kenya’s most precious wildlife treasures,” said Mr. Mwangi during a destination activation drive at the park. “We’re collaborating with stakeholders to make it a top-tier destination through strategic marketing and enhanced tourist offerings.”
Recognized for its ecological significance, Lake Nakuru was declared a Ramsar Site on June 5, 1990, highlighting its international importance as a wetland supporting diverse ecosystems, including vast flocks of flamingos.
Designated a UNESCO World Heritage Site in 2011 and an Important Birding Area in 2009 with over 450 bird species, stakeholders say, despite the challenges, Lake Nakuru National Park remains a top tourism destination due to its rich wildlife, scenic beauty, and conservation success.
KWS Senior Assistant Director for the Central Rift Conservation Area, Mr. Gideon Kebati, acknowledged the impact of recent environmental, global market, and publicity challenges, which have led to a decline in park visitors and a drop in revenue compared to previous years.
To protect the park’s global reputation and counter the slump, the Kenya Wildlife Service 2024–2028 Strategic Plan seeks to revitalize tourism by protecting wildlife through science-led, data-driven conservation while boosting jobs, foreign exchange, and community benefits.
“When I look at visitation data and revenue, it’s clear we’re underperforming. Last January alone, we recorded KSh72 million less than the previous year, a wake-up call for the entire industry,” he said, urging aggressive promotional efforts.
NCTA vice chairman, Mr. Joseph Koech, passionately called upon the public, tourists, hospitality leaders, conservationists, travel operators, and all stakeholders to not only visit but also champion Lake Nakuru National Park.
He said the marketing initiative uses a two-pronged approach, combining familiarization trips for agents, influencers, and journalists with digital campaigns to boost word-of-mouth promotion and showcase Lake Nakuru National Park’s unique attractions, from hotels and camps to iconic wildlife.
“By visiting Lake Nakuru National Park, you’re not just experiencing its breathtaking beauty, you’re helping safeguard its ecological treasures. Let’s embrace sustainable tourism to protect this natural wonder for generations to come,” he emphasized.
