Ministry of Tourism - Strategic Plan (2008 - 2012)

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Ministry of Tourism - Strategic Plan

Text of Ministry of Tourism - Strategic Plan (2008 - 2012)

  • REPUBLIC OF KENYA

    MINISTRY OF TOURISM

    STRATEGIC PLAN 2008-2012

    PERMANENT SECRETARY MINISTRY OF TOURISM

    UTALII HOUSE P. O. BOX 30027 - 00100

    NAIROBI TEL: + 254 020 313010

  • ii

    TABLE OF CONTENTS

    Page no.

    Abbreviations and Acronyms....................................................................................................(iv) Foreword by the Hon. Minister.................................................................................................(vi) Preamble by the Permanent Secretary......................................................................................(vii) Executive Summary ................................................................................................................(viii)

    CHAPTER ONE: INTRODUCTION ..............................................................................1 1.1 Background Information .................................................................................................. 1

    CHAPTER TWO: STRATEGIC DIRECTION AND INSTITUTIONAL REVIEW ..................3 2.1 Mandate........................................................................................................................ 3

    2.2 Vision............................................................................................................................ 3

    2.3 Mission ......................................................................................................................... 3

    2.4 Core Values ................................................................................................................... 3

    2.5 Core Functions of the Ministry......................................................................................... 3

    2.6 Policy Priorities .............................................................................................................. 5

    2.7 Structure ...................................................................................................................... 6

    2.8 Staff Establishment ........................................................................................................ 7

    CHAPTER THREE: SITUATION ANALYSIS.................................................................8 3.1 Performance Review ...................................................................................................... 8

    3.2 Environmental Scanning ................................................................................................. 9

    3.2.1 PESTEL Analysis .................................................................................................. 9

    3.4 Internal Environment Analysis......................................................................................... 12

    3.5 SWOT Analysis .............................................................................................................. 12

    3.6 Stakeholders Analysis..................................................................................................... 13

    CHAPTER FOUR: STRATEGIC ISSUES, OBJECTIVES AND STRATEGIES..................14

    4.1 Strategic Issues ............................................................................................................. 14

  • iii

    CHAPTER FIVE: PLAN IMPLEMENTATION STRATEGY.............................................17

    5.1 Introduction .................................................................................................................. 17

    5.2 Action Plans................................................................................................................... 17

    5.3 Recommended Structure ................................................................................................ 21

    CHAPTER SIX: RESOURCE MOBILIZATION .............................................................23

    6.1 Resource Mobilization..................................................................................................... 23

    6.2 Detailed Budgetary Requirements for Each Objective ...................................................... 24

    6.3 Financial Summary ........................................................................................................ 28

    CHAPTER SEVEN: MONITORING AND EVALUATION.................................................29

    7.1 Variance Analysis ............................................................................................................. 29

    7.2 Ratio Analysis .................................................................................................................. 29

    7.3 Budgetary Control ............................................................................................................ 29

    7.4 Monitoring and Evaluation Framework .............................................................................. 29

    7.4.1 Progress Reports ................................................................................................. 30

    7.4.2 Annual Report Card ............................................................................................. 30

    7.4.3 Linking (M&E) to Performance Management and Staff Appraisal ............................. 30

    ANNEX 1: STRATEGIC PLAN IMPLEMENTATION MATRIX ........................................31

  • iv

    ABBREVIATIONS AND ACRONYMS

    AG Attorney General

    BoK Bomas of Kenya

    CBOs Community Based Organisations

    COMESA Common Markets for Eastern and Southern Africa

    CPU Central Planning Unit

    CSOs Civil Society Organisations

    CSR Corporate Social Responsibility

    CTDLT Catering and Tourism Development Levy Trustees

    DoT Department of Tourism

    DPM Directorate of Personnel Management

    DTC Domestic Tourism Council

    DTO Domestic Tourist Officer

    EAC East African Community

    ERS Economic Recovery Strategy

    EU-ACP European Union Africa, Caribbean and Pacific countries

    FDI Foreign Direct Investment

    GDP Gross Domestic Product

    GoK Government of Kenya

    HRA Hotels and Restaurant Authority

    HRD Human Resources Development

    HRM Human Resources Management

    IATA International Air Transport Association

    ICT Information and Communication Technology

    KICC Kenyatta International Conference Centre

    KTB Kenya Tourism Board

    KTDC Kenya Tourism Development Corporation

    KTDF Kenya Tourism Development Fund

    KTF Kenya Tourism Federation

    KUC Kenya Utalii College

    KWS Kenya Wildlife Service

    M&E Monitoring and Evaluation

    MDGs Millennium Development Goals

    MICE Meetings Incentives Conferences and Exhibitions

  • v

    MFA Ministry of Foreign Affairs

    MoF Ministry of Finance

    MoL Ministry of Lands

    MoT Ministry of Tourism

    MTEF Medium Term Expenditure Framework

    MTP Medium Term Plan

    NDP National Development Plan

    NEMA National Environment Management Authority

    NEPAD New Partnership for Africa Development

    NGOs Non Governmental Organisations

    OP Office of the President

    PESTEL Political, Economic, Social, Technological Environment and Legal (Analysis)

    PTO Provincial Tourist Officer

    SMEs Small and Micro Enterprises

    SWOT Strengths, Weaknesses, Opportunities and Threats

    TPU Tourist Police Unit

    TTF Tourism Trust Fund

    TRC Tourism Research Centre

    TSA Tourism Satellite Account

    WTO World Trade Organization

  • vi

    FOREWORD BY THE HON. MINISTER

    The Ministry of Tourism is charged with the responsibility of formulating tourism policy and coordinating the implementation of strategies aimed at developing the tourism sector. The sector is among the leading foreign exchange earners and a major generator of employment in Kenya contributing about 10% of the Gross Domestic Product. The sector has linkages with other sectors of the economy thus facilitating growth in those sectors. Tourism sector was instrumental in the realization of the goals set out in the Economic Recovery Strategy for Wealth and Employment Creation (2003-2007) and has once again been identified as one of the key six growth sectors in the economic pillar of Vision 2030. The first medium term plan (2008-2012)of the vision sets out specific goals for the tourism sector which include quadrupling tourism contribution to the GDP, doubling international arrivals and trebling revenue and increasing number of hotel beds by 2012. A number of flagship projects are envisioned to facilitate the realization of these goals. The Ministry in the spirit of the vision 2030 has set out a vision to make Kenya the destination of choice and a global leader in sustainable tourism with the mission of facilitating sustainable tourism for national development and posterity. This strategic plan is a result of critical synthesis and integration of the mandate of the Ministry as spelt out in the Presidential circular of 1st May, 2008 on the organization of Government and the targets for the tourism sector as contained in the vision 2030. The plan identifies key strategic issues and assesses the Ministrys strengths, weaknesses, threats and opportunities, culminating into specific strategies which will be pursued during the Plan period. I wish to take this opportunity to commend all those who gave their invaluable input and more specifically members of staff of the Ministry who worked tirelessly to produce this Strategic P