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From game safaris, sun and sand holidays, to cultural tourism

Friday May 09 2014
maasai culture

Maasai morans at a traditional ceremony in Narok, Kenya’s Rift Valley on March 30, 2012. Photo/FILE

Tourism is a major selling point for East African countries, ranking among the pillars of development.

However, regional countries have placed focus on particular offerings, exploiting them to the maximum, and ignored potential products that could expand the industry.

In Rwanda, for example, the focus is on gorilla tracking and hiking, which the government has made the poster child of its tourism; in Uganda, it was not until the past decade that the government diversified its tourism offering to include game safaris and camping from the traditional white water rafting on the Nile; Tanzania, much like Kenya concentrated heavily on beach and game safaris.

READ: Beaches and wildlife are not enough

Kenya’s beach and “Big Five” tourism offering has also been supported by the eco and cultural element, the latter relying on the Maasai culture.

But the introduction of county governments — 47 in all — under Kenya’s current Constitution, which was promulgated in 2010, is changing perceptions about tourism offerings.

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It was with this in mind that the National Museums of Kenya (NMK) recently held a conference and invited representatives from county governments to brainstorm on ways to promote cultural tourism at the grassroots level.

“It was glaringly obvious that they [counties] were not doing enough to promote local cultures, and this is because they do not realise its value,” said Mercy Gaki, a research scientist at the NMK Cultural Heritage Department.

NMK is seeking to explore archaeological findings, rock art and the unique landscapes found in a number of counties, for the benefit of communities and to boost national tourism at large.

READ: Ancient rock art site hosts Teso cultural celebration

Working with the African Cultural Regeneration Institute (ACRI) which documents African culture, NMK hosted senior officials and representatives from all 47 counties to discuss potential tourist products and how to exploit them.

Twenty eight counties sent representatives to the conference, themed Harnessing Culture for Sustainable Development.

The Mandera County executive for education and social services, Johora Mohamed Abdi, told participants, “Everyone has a distorted image of Mandera... but you must visit. It’s safe.”

Far-flung areas like Mandera in northern Kenya often get negative publicity.

Topi Lyambila, a veteran media practitioner, said devolution is Africa’s saving grace as the smaller political units of government compete to showcase their best.

“We could be looking at a cultural renaissance; if we don’t tell our story, nobody will know it,” said Lyambila.

NMK contacted select embassies in Kenya whose countries are known for harnessing culture and using it to promote tourism, and invited them as guest speakers to the conference. Mexico, South Korea and Nigeria are good examples.

Mexico’s heritage sites

Mexico, for example, has 32 World Heritage Sites — 27 cultural and five nature sites — and is ranked first in the Americas for cultural tourism, and sixth in the world.

“There are many small places to discover in Mexico,” said Mireya Dominguez Guilbot from the Mexican embassy in Nairobi, after screening a clip on Mexico’s diversity through a boy’s journey with his father. The clip was titled, Live it to Believe It.

“The government of Mexico invests in cultural tourism,” she said. “Our products are diverse and include religion, gastronomy and language.”

In 2001, the Mexican government launched the project “Magical towns” — whose focus is on towns with a rich history, as well as social aspects like festivities, and unique architecture. So far, 83 Mexican towns have been awarded the status of “Magical towns” — which boosts their chances of being listed on the World Heritage Site list.

“‘Magical towns’ acknowledges residents’ participation and at the same time promotes the economy,” said the official.

Speaking at the same event, Han Eunshil, South Korea’s representative, told the story of the country’s transformation from a poor, war-torn country colonised by Japan in the previous century to a prosperous one. Its secret, she said, was the government working with the people.

“Our presidents reached out to us and we rebuilt our country with our pay cheques; others sent money home from foreign lands where they worked,” said Eunshil.

Today, capitalising on its 5,000 years of history and different dynasties, South Korea showcases its cultural heritage in arts, languages and innovations. Popular Korean brands are LG, Samsung, Hyundai and Daewoo.

“Culture is not retrogressive as it was portrayed during colonial times — it’s not witchcraft or FGM,” said Dr Freda Nkirote, head of NMK’s cultural department.

“Nigeria used its landscape to create Nollywood (the African version of Hollywood or Bollywood), and created an identity.”

Mumbi Mungai, an adviser on strategy and marketing at NMK, said that Kenya’s tourism sector had evolved and as such, was competing on a global scale.

“Today, we are competing globally and regionally and not just nationally,” said Mungai. “Rwanda may just surpass us.”

Until recently, this statement would have seemed ridiculous considering Rwanda’s horrific Genocide against the Tutsi 20 years ago that saw more than a million people slaughtered in 100 days, leaving the country and economy in a shamble.

Yet today, Rwanda boasts a growing economy, a serene capital and towns, as well as a proud culture that attract tourists from far and wide.

READ: Cultural fests to boost Rwanda’s tourism sector

Today’s tourism circuit includes the genocide memorials, the open mass graves with skeletons of the dead, their clothes and in some places even the crude weapons used in the mass killings. This is largely for mass tourism; gorilla tracking is considered high end and earns the government top dollars.

In a bid to illustrate how communities can harness culture for tourism and economic revival, Mungai shared the story of Liverpool in the UK.

Having studied in the city — most famous for the Beatles band and beer — she told of the history, prosperity, downfall and eventual revival of the English port city, infamously known as a slave port.

“The two World Wars crushed Liverpool’s economy, leading to high levels of unemployment in the 1970s, in towns leading to crime and drug abuse in a town that was once a manufacturing giant. With the county council heavily in debt, people began selling their houses at a bargain price and moving out of the city.

“Liverpool got back on its feet, by seeking solutions to its problems,” she said. “Problems force us to be innovative,” said Mungai. “Liverpool experienced a revival. For one, there were many students holidaying in the city, and 80 per cent of them were non-resident. They were attracted by its cheap beer.”

While the rich were leaving the city, authorities saw in the youth, the solution to Liverpool’s problems. The youth had the freshest and most innovative and energetic minds — and the authorities gave them the opportunity to exploit their talent in different sectors.

With 25 per cent of the land idle, cafes sprang up for political and social discussions, sports was revived, and so were the performing arts; residents began to pay closer attention to their music and history, with every pub boasting an association with the Beatles and the all-girl band of the 1990s, Atomic Kittens.

The city’s architecture was revived and Liverpool revelled in its new image.

In 2008, Liverpool was awarded the title “European City of Culture.”

“In 20 years, Liverpool had turned its fortunes around — by taking its beer seriously,” said Mungai. “The story of Liverpool is still unfolding but there are lessons to be learnt from it.”

At the end of the conference, NMK’s acting director general, Dr Ahmed Yassin, announced that a senior officer will be appointed to co-ordinate between the county and the NMK, on issues related to culture.

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