The Tourism Regulatory Authority(TRA) wants investors in the multibillion-shilling industry to avoid shortcuts when setting up hospitality related business.
TRA says that by following set guidelines, high standards of operation can be maintained and thrust Kenya again on the global map as a destination of choice.
Head of Standards at the Tourism Regulatory Authority, Ms Lillian Ayimba said the authority is collaborating with counties, law enforcement agencies and local communities to enforce the rules.
“We need to ensure that we all operate in line with regulations and the Tourism Regulatory Authority. We are ready to work with all players in the tourism and hospitality industry to make sure that we list all licensed operators on our website for easy confirmation by international clients and Kenyans,” stated Ms Ayimba.
The Head of Standards made the remarks in her presentation during a two-day Tourism Regulatory Authority (TRA) stakeholders and investors sensitization workshop in Nakuru, which focused on the East African Community (EAC) Classification and Grading Exercise for accommodation and catering facilities.
Ms. Ayimba cautioned tourism entrepreneurs and travelers against engaging unlicensed operators, warning that doing so violates the law and could expose visitors to fraud and poor-quality services, as Kenya enters the peak tourism season.
The Authority further warned that no licensed tourism enterprises should pay commissions, referral fees or any other form of remuneration to individuals or businesses that are required to hold a license under the Tourism Act, 2011, unless they possess a valid TRA license.
According to the TRA, unlicensed tourism operations undermine compliant businesses, expose visitors and investors to fraudulent and substandard services, and threaten Kenya’s reputation as a safe and world-class tourism destination.
The Authority warned that those found operating or transacting with unlicensed tourism enterprises risk regulatory action under the law.
Ms Ayimba said the Authority remains committed to protecting visitors, supporting compliant tourism enterprises and upholding professionalism across the country’s tourism industry. She urged Stakeholders seeking to verify the authenticity of a tourism license to use the Authority’s online verification platform or contact the regulator directly for guidance.
The guidelines and compliance requirements, according to the official, apply to a wide range of tourism businesses, including accommodation facilities, tour operators, travel agents, online travel platforms, destination management companies and tourist transport operators.
She emphasized that adherence to standardized grading criteria is critical for safeguarding service quality, ensuring visitor safety, and protecting Kenya’s global reputation as a premier destination.
“By aligning local facilities with the East African Community classification criteria, we are helping investors build competitive brands that meet global traveler expectations, promote sustainable tourism practices and drive long-term sector growth,” said Ms Ayimba.
Ms Ayimba noted that TRA remains committed to guiding facility owners through the compliance process, offering technical assistance to help hoteliers and caterers attain and maintain high operational, environmental and hygiene standards.
Nakuru County Executive Committee Member (CECM) for Trade, Cooperatives, Tourism and Culture, Stephen Kuria Muiruri said his department had strengthened its collaboration with the Tourism Regulatory Authority (TRA) to promote compliance with tourism standards, improve hospitality services and create a more favourable environment for investment in the sector.
Mr Muiruri said the East African Community (EAC) Classification and Grading Exercise would play a key role in improving the quality and competitiveness of hospitality facilities.
He noted that the initiative would enhance investor confidence, increase the marketability of establishments and strengthen Nakuru’s appeal to both domestic and international visitors.
The CECM reaffirmed that Governor Susan Kihika’s administration is stepping up collaboration with tourism regulators and industry stakeholders to boost investor confidence, raise hospitality standards and strengthen Nakuru’s position as a leading tourism destination.
Mr Kuria stated that a well-regulated and high-quality hospitality sector directly translates to improved revenue collections for various sectors, longer visitor stays, higher spending and increased job creation for our youth.
Mr Kuria underscored that compliance frameworks mandate strict adherence to waste management, safety protocols, and environmental conservation guidelines, ensuring that tourism growth does not compromise Nakuru’s delicate ecological ecosystems.
Nakuru County Tourism and Marketing Board Chairman David Mwangi called for continued cooperation between the County Government and TRA, saying stronger partnerships are critical to supporting investors, improving standards and driving sustainable tourism development across Nakuru.
Mr Mwangi stated that adherence to tourism standards is particularly crucial for Nakuru County, which serves as a vital economic and geographic hub within Kenya’s popular Great Rift Valley tourism circuit.
The county’s vibrant tourism sector is a major driver of local revenue generation, business opportunities and employment across the hospitality, transport and agricultural value chains.
Famous globally for its rich natural heritage, Nakuru hosts iconic destinations including Lake Nakuru National Park, Lake Naivasha, Lake Elementaita, Hell’s Gate National Park, the Menengai Crater, Hyrax Hill Prehistoric Site and the Lord Egerton Castle.
According to the Nakuru County Tourism and Marketing Board Chairman, the region has experienced significant growth in Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, since it’s elevation to city status creating an increased demand for high-capacity conference venues, luxury accommodation, eco-lodges and diverse catering establishments.
Enforcing statutory regulatory compliance and star-rating standards ensures that local establishments can compete fairly and effectively in regional and international markets.
The County Government of Nakuru reaffirmed its commitment to continuing joint sensitization and capacity-building programs with TRA to ensure hospitality operators across all 11 sub-counties achieve full statutory compliance.
by Jane Ngugi and Caroline Nyakio
