Otenyo Cultural Group is a community-based tourism organization established in 2004 to conserve and preserve the culture of the Gusii community. Based in Keroka Township, Nyamira County, it is one of the oldest cultural groups in the county. The group has distinguished itself as a custodian of Gusii culture, and specialized in cultural activities, particularly in offering traditional dances and songs, teaching the Gusii language, telling the story of Otenyo and the history of the Abagusii, as well as offering the experience of Abagusii traditional clothing, cuisine among other services.
The group offers cultural foods, camping, cultural songs and dances, homestay and production of pesticides from rabbit urine and employs 3 people.
The group is one of the beneficiaries of SWITCH Africa Green programme in a project titled Enhancing Sustainable Tourism Innovation for Community Empowerment in Kenya (SUS-TOUR). The project was implemented by the Collaborating Centre on Sustainable Consumption and Production in partnership with Ecotourism Kenya and Federation of Community based Tourism Organizations. SWITCH Africa Green is funded by the European Union.
Apart from cultural services and artifacts, the Abagusii communities have been using soapstone for generations, with rock art carvings being the earliest examples of its use as an artistic material. Otenyo Cultural Group has diversified into other income generating activities, including horticultural farming, poultry farming, and rabbit rearing and weaving of traditional baskets. In view of intense competition, the group plans to make deliberate efforts to differentiate its existing products from those of competitors. This will imply continuous product development of the current products to make them more artistically attractive, and improve the packaging, among other improvements.
The project interventions included marketing strategies that included marketing introduction and diversification of new products, exploring other new potential market entry points, promotion, planning and organizing exhibitions within the county and strengthening of the internet and web marketing. Others included participation in culture themed events such as the 2018 Eco Warrior Award: Protecting Culture and Heritage. The Eco Warrior Award presented an opportunity to showcase the role of tourism in creating awareness, offering necessary tools, enhancing public opinion and support in the conservation and preservation of natural and cultural heritage in Kenya. In addition, the project also supported the group in creating linkages with the county government through collaboratively hosted events and awareness meetings and strengthening networks and strategic partnerships such as fellow MSMEs in the SUS-TOUR Project and others.
After implementation of the SWITCH Africa Green project, the group has been able to increase sales due to new revenue sources especially on sale of fertilizer to farmers and from making products from waste materials. They introduced tour guides and improved their hiking products for enhanced guests’ experiences. The group’s ownership of the cultural centre improved greatly after the implementation of the SUS—TOUR project. The group has been able to influence adoption of projects by the community, for instance, members of the community operate homestays which serve as accommodation option for guests.
The MSME does not use electricity and purely relies on solar panels and generators for energy. They equally use briquettes and gas as substitute for fuel since burning of charcoal prohibits conservation of the trees or the forest at large. The main sources of water in the MSME are rain water harvesting, tap water and river water. Waste water collected from the kitchen and laundry is reused in the tree nursery for watering the plants. Otenyo was able to implement a waste collection policy for their visitors. This was done by placing bins within the cultural centre for collecting waste and ensuring center remains clean and appealing.
As a result of the project implementation, Otenyo has a more intentional and focused approach for dealing with waste management. Their mode of harvesting rain water and using it responsibly demonstrates commitment to resource efficiency. As an extra effort they have been trying out the use of waste materials to make useful items that add value to the waste and lengthen the lifespan of the initial raw materials.
The sales of the MSME tripled from Ksh. 50,000 (USD 500) to Ksh. 150,000 (USD 1,500) as of 2018, as a result of an increased number of guests. The total production increased compared to 2014 before SWITCH Africa Green due to a diversified number of products and services at the cultural centre.
“We do this to preserve for the young generation because if we don’t do this, the Abagusii culture is dying,” says James Namu, the executive secretary of Otenyo Cultural Group. “SWITCH Africa Green assisted us in so many activities, for example networking which is very important. They have brought someone who can improve the product, someone who can train for prosperity. They have also assisted us to create a website.”
The business model was improved through looking into the resource and talents owned by the community. New revenue generating products have been developed or improved such as cultural dancing, cultural homestay, camping facilities, and cultural cuisines. As such the livelihoods of the people engaged in the activities of the cultural center are improved. As a result of the developed or improved products, Otenyo has created new jobs such as tour guiding from the itineraries developed and shared. They have also added local students as their target groups to enhance their understanding of the Kisii lifestyles to preserve their culture. More female community members are now engaged is the design, development and delivery of the various products therefore bringing more revenue-generation potential to the community members.
