Kenya is intensifying efforts to position its food culture as a strategic economic asset, targeting a larger share of the booming global culinary tourism market — valued at Sh1.09 trillion in 2024. As reported by Capital Business / Capital FM, officials and industry stakeholders say food‑driven travel is emerging as one of tourism’s most lucrative segments, offering fresh opportunities to attract high‑spending international visitors.
Showcasing Kenya’s Culinary Potential
The focus on gastronomy was evident during a cookout at Nairobi National Park, held as part of the 10th annual Week of Italian Cuisine in the World. The event was designed to highlight Kenya’s culinary potential to foreign markets and strengthen the country’s reputation as a destination for food lovers.
Culinary Tourism on the Rise
With 53 percent of leisure travelers identifying as culinary tourists, and 81 percent of international travelers now choosing destinations based on food experiences, Kenya’s tourism marketers emphasize that gastronomy cannot be overlooked as a growth driver. Italian Deputy Ambassador Lorenza Gambacorta highlighted the cultural and economic significance of cuisine. “Cuisine helps people to know each other and meet, but it’s also an example of tradition and culture because behind a plate, there is always a story. Italy and Kenya’s joint efforts in cuisine show that behind the plates, a value chain exists – driving an entire industry.” She noted that the event would provide Kenya with significant global exposure.
Global and Local Culinary Influences
The cookout featured Italian chef and digital influencer Lulu Gargari, whose large online following is expected to boost Kenya’s international culinary appeal. Locally, Chef Norah Bosibori of Utalii College highlighted that Kenya’s hospitality training continues to evolve with global tastes. “As a college that equips tourism and hospitality specialists, we feature a wide range of worldwide dishes. Whether you are coming from Germany, Italy, Japan, Asia, or any other country, there is a lot you can sample in Kenya.”
Strategic Tourism Growth Through Food
Kenya Tourism Board Marketing Director Lorna Nyaga said the push toward food tourism is part of a broader strategy to reposition the sector for higher-value growth. “It is a nod to our destination in terms of what we have to offer, and we encourage all our international travelers to come and experience what magical Kenya is about.”
The event was a collaboration involving the Embassy of Italy, Italian Cultural Institute, Italian Trade Agency, Kenya Wildlife Service, KTB, and Utalii College. It comes as Kenya seeks new ways to deepen tourist spending and strengthen competitiveness amid changing global travel preferences.
Image: Supplied
