There is a global trend towards increased consumer and tourist demand for socially and environmentally responsible products, particularly in eco-sensitive destinations such as Africa. In over-saturated safari tourism markets throughout the continent, there is rising competition among local brands and businesses to win market share.
In such a market, a company with demonstrated green policies and procedures, independently verified and audited by internationally recognized certification schemes, has a competitive advantage. Having such policies and procedures in place also increases operational efficiencies, saves money and makes a more positive impact on the communities and regions where the company operates. A focus on sustainability leads to the conservation of the environment and natural resources, the protection of cultural heritage and community development. Adopting sustainable certifications not only provides opportunities for individual brands, market-wide adoption across a region provides competitive destination marketing advantages for the entire region. This project aims to foster the adoption of eco and socially responsible practices across the tourism supply chain in Kenya and elsewhere in Africa.
