NAIROBI, Kenya, Feb 20 – Kenya’s tourism sector is embracing photography as a key tool to promote the country’s attractions, following the success of the first edition of the Tembea Kenya Capture Magical Kenya Photography Contest.
The contest, organized by the Kenya Tourism Board (KTB), aimed to showcase diverse travel destinations, particularly hidden gems.
The competition ran on social media from November 5 to December 11, encouraging Kenyans to highlight tourism products through photography in categories such as wildlife, culture, adventure, city life, landscapes, and sustainability.
Tourism and Wildlife Cabinet Secretary Rebecca Miano emphasized the government’s commitment to diversifying Kenya’s tourism offerings and encouraging domestic travel.
“Many destinations remain unknown to both domestic and international travelers. Forums like this allow us to tap into the talents of Kenyans, especially the youth, who are potential ambassadors for promoting our tourism sector. Tourism plays a crucial role in employment creation, economic empowerment, and foreign exchange earnings. Despite its importance, the sector has been underperforming, but we are committed to revitalizing it,” she noted.
The contest attracted over 3,860 entries on social media, with 280 photos shortlisted for the final stage.
A total of 80 finalists had their photos exhibited, with winners emerging in eight categories: Hidden Gem, Wildlife, Cultural Heritage, Landscapes, People, Adventure, Urban Vibes, and Sustainable Travel.
According to KTB, the contest sought to engage domestic tourists and residents in lesser-known destinations to promote awareness of their tourism potential.
“This initiative encouraged Kenyans to showcase their home counties, bringing attention to destinations with strong tourism appeal,” said KTB Chairman Francis Gichaba.
KTB CEO June Chepkemei highlighted the impact of citizen involvement in tourism promotion.
“The contest demonstrated the power of engaging Kenyans in marketing their country. Through photography, we leveraged youth talent to promote hidden gems and non-traditional tourism destinations. As KTB, our mandate is to market Kenya both domestically and internationally, and who better to do this than Kenyans themselves?” she stated.
Twenty-four Kenyans received cash prizes across the eight categories, with the top three winners in each receiving awards. First-place winners received Sh150,000, second-place winners Sh70,000, and third-place winners Sh30,000.
Overall first-place winners were Leah Mureith (Hidden Gems), Carol Kuyo (Sustainable Travel), Samuel Kisamwa (People) and Dalton Odemba (Adventure), among others.
The awards ceremony was held on Tuesday, February 18, where participants had the opportunity to exhibit their photographs.
The contest has reinforced the role of photography in showcasing Kenya’s diverse tourism offerings, positioning it as a tool for marketing both locally and internationally.
