The MMNR is one of the major attractions that draw
tourists to visit Kenya, which means that it is not only an
important tourism destination in its own right, but also a crucial
driver of tourism in Kenya as a whole. The area provides a unique
“flagship” brand that is used to market Kenyan
holidays, which often include visits to a variety of other
protected areas and destinations across the country, as well as
beach and safari holiday packages. As a result, the economic
benefits that the Reserve generates are spread across the entire
nation, and the MMNR’s image and tourism product is vitally
important for the nation’s tourism industry as a
whole.
However, as mentioned above, the MMNR is an
intensively used destination, and is now perceived as overcrowded
and deteriorating in many quarters, and interventions are now
needed to ensure that the root causes of this negative image are
addressed. The first guiding principle of this programme is
therefore to ensure that the role of the MMNR as a flagship for
Kenya’s tourism industry is consolidated, in order to ensure
that the full value of the area’s marketing and brand value
is leveraged for the benefit of Kenya’s wider tourism
industry.
