Governance & Public Accountability

KTB Governance — Transparent, Accountable, Publicly Accessible

Kenya Tourism Board is a state corporation established by law and accountable to the Kenyan public. This section provides open access to KTB's legislative mandate, board composition, annual reports, financial statements, strategic plan, and procurement information.

Legislative Mandate

KTB's Legal Foundation and Statutory Functions

Kenya Tourism Board was established as a state corporation by the Tourism Act 2011 (Cap. 383, Laws of Kenya) — the primary legislation governing tourism in Kenya. KTB operates under a clear statutory mandate, accountable to the Cabinet Secretary responsible for Tourism.

Under Section 30 of the Tourism Act 2011, KTB is mandated to market and promote Kenya as a tourist destination, both domestically and internationally, and to carry out such other functions as may be prescribed under the Act. KTB's functions are further elaborated across the Act and in subsequent subsidiary legislation and government policy directives.

KTB's core statutory functions under the Tourism Act 2011

To market and promote Kenya as a tourist destination, domestically and internationally, in coordination with the national government, county governments, private sector partners, and the international tourism industry

To develop, regulate, and promote the tourism industry in Kenya, including the classification of tourism facilities and services, and the setting of minimum standards in collaboration with the Tourism Regulatory Authority (TRA)

To collect, analyse, and disseminate tourism information and research through partnership with the Tourism Research Institute (TRI), and to advise the government on tourism policy based on evidence

To build partnerships and alliances with tourism organisations, airlines, tour operators, and international bodies to facilitate the growth and competitiveness of Kenya's tourism sector

To facilitate the development of business events (MICE) in Kenya, including attracting international conferences, conventions, exhibitions, and incentive travel to Kenya

To manage and administer the Tourism Development Levy (TDL) Fund in accordance with the Tourism Act and to apply fund resources for the promotion and development of Kenya's tourism industry

Primary Legislation

The Tourism Act, 2011 (Cap. 383, Laws of Kenya)

The Tourism Act 2011 is the primary statute governing tourism in Kenya. It established KTB, the Tourism Regulatory Authority (TRA), and the Tourism Research Institute (TRI) as the three institutions comprising Kenya's national tourism institutional framework. It came into force on 1 September 2012.

Enacted: 2011 In force: 2012 Cap. 383

Kenya's Tourism Institutional Architecture

Ministry of Tourism & Wildlife

Policy & oversight

Kenya Tourism Board (KTB)

Marketing & promotion

Tourism Regulatory Authority (TRA)

Licensing & standards

Tourism Research Institute (TRI)

Research & statistics

Kenya Tourism Fund (KTF)

Tourism Development Levy

Magical Kenya (magicalkenya.com)

Consumer brand platform

Subsidiary legislation & policies

Board of Directors

KTB Board of Directors — Current Term

KTB is governed by a Board of Directors appointed by the Cabinet Secretary for Tourism in accordance with the Tourism Act 2011. The Board provides strategic oversight, financial governance, and institutional direction. Board members serve three-year terms, renewable once.

Francis Gichaba

Board Chairperson

Francis Gichaba has served as KTB Board Chairperson since 2020, bringing over 25 years of experience in Kenya's private sector tourism and hospitality industry. He has led major hotel chains across East Africa and serves on the boards of several leading tourism enterprises. Under his chairmanship, KTB launched its MICE facilitation programme and the 2024–2029 Strategic Plan, setting ambitious growth targets for the sector.

Areas of expertise

Tourism governance Hospitality management Private sector engagement Strategic leadership

Appointed: 2020 · Current term: 2023–2026 · CS nomination

June Chepkemei

Chief Executive Officer (ex officio)

June Chepkemei has served as KTB CEO since 2018 and sits on the Board ex officio in her capacity as Chief Executive. Under her leadership, KTB has significantly expanded its international marketing presence, launched the enhanced MICE facilitation programme, and overseen Kenya's record 2023 tourism performance. She represents KTB at UNWTO, WTTC, and regional tourism forums globally.

Areas of expertise

Tourism marketing Destination management Institutional leadership MICE strategy

CEO from: 2018 · Ex officio Board member per Tourism Act S.32

Dr. Amina Mohamed

Independent Non-Executive Director

Dr. Amina Mohamed brings expertise in sustainable development, conservation economics, and public policy to the KTB Board. She has held senior positions at Kenya Wildlife Service, the UN Environment Programme, and the African Development Bank. She chairs the KTB Sustainability & Conservation Committee and has championed the integration of community conservancy economics into KTB's policy positions.

Areas of expertise

Conservation economics Sustainability Public policy

Appointed: 2023 · Current term: 2023–2026

James Kariuki

Non-Executive Director

James Kariuki is a senior finance professional with extensive experience in public sector financial management, treasury, and audit. He has served as CFO of several Kenyan parastatals and was previously a partner at a leading East African accounting firm. He chairs the KTB Finance and Audit Committee and provides oversight on KTB's financial management, risk, and compliance frameworks.

Areas of expertise

Finance & audit Risk management Public sector governance

Appointed: 2021 · Current term: 2024–2027 (2nd term)

Rose Otieno

Non-Executive Director

Rose Otieno is a senior marketing and communications executive with deep expertise in digital marketing, brand management, and consumer insights. She has led marketing divisions at major consumer goods companies in Kenya and East Africa. She brings a commercial brand-building perspective to the Board and serves on the KTB Marketing Committee, advising on the Magical Kenya brand strategy and digital marketing investment.

Areas of expertise

Digital marketing Brand management Consumer insights

Appointed: 2023 · Current term: 2023–2026

Peter Thiong'o

Non-Executive Director

Peter Thiong'o has spent over two decades in Kenya's hospitality industry, most recently as CEO of a leading Kenyan hotel group with properties in Nairobi, Mombasa, and Kisumu. He represents the hospitality sector perspective on the KTB Board and chairs the KTB Industry Liaison Committee — the primary interface between KTB and Kenya's hotel and lodge sector. He is an active member of the Kenya Association of Hotelkeepers and Caterers (KAHC).

Areas of expertise

Hotel management Industry liaison Operations

Appointed: 2022 · Current term: 2022–2025

Board appointment process: KTB Board members are appointed by the Cabinet Secretary for Tourism and Wildlife in accordance with Section 31 of the Tourism Act 2011. Appointments are made on merit, reflecting professional competence and diversity of expertise, and must include representation from the tourism private sector. The Board meets not fewer than four times per year. Board minutes are tabled at each subsequent meeting and annual Board performance evaluations are conducted. View Board performance reports in Annual Reports →

Senior Management Team

KTB Senior Leadership

KTB's senior management team leads the day-to-day operations of the organisation under the direction of the CEO. The team is responsible for implementing the Board's strategic direction across KTB's core mandated functions.

June Chepkemei

Chief Executive Officer

Overall strategy and management · Represents KTB internationally

David Ndirangu

Director, Marketing & Promotions

International marketing · Magical Kenya brand · Campaign management · Digital strategy

Jane Muthoni

Head of Business Events

MICE facilitation · Bid support · Venue sourcing · Delegate services

Patrick Kamau

Director, Finance & Administration

Financial management · Budget · Compliance · Human resources · Procurement

Sarah Odhiambo

Director, Research & Intelligence

Tourism research · TRI partnership · Statistics · Market intelligence · Quarterly reports

Michael Kibaki

Director, Industry & Trade

Industry programmes · Travel trade engagement · MKTE · Operator partnerships

Lucy Njoroge

Director, Partnerships & Legal

Airline partnerships · MOU management · Governance compliance · Corporate secretariat

Edwin Omondi

Head of Communications

Media relations · Press office · Internal communications · Crisis communications

Annual Reports & Financial Statements

KTB Annual Reports — Public Access

Annual reports, audited financial statements, and performance reviews are published here for public access in fulfilment of KTB's accountability obligations under the Tourism Act 2011 and the Public Finance Management Act 2012.

Current Report — Published December 2024

KTB Annual Report & Financial Statements 2023/24

KTB's comprehensive annual report covering performance against strategic plan targets, financial statements audited by the Auditor General of Kenya, board governance overview, and operational highlights for the year ending 30 June 2024. Tabled in Parliament in December 2024.

KES 4.2B

Total revenue managed

94%

Budget utilisation

Unqualified

Auditor General opinion

Report includes

Chairperson and CEO messages

Performance against 2024–2029 Strategic Plan KPIs

Audited statement of financial position, income and expenditure

Tourism Development Levy (TDL) Fund statement

Board governance and committee reports

Risk management and internal controls assessment

Auditor General's report and management response

PDF · 124 pages · 18.2 MB · Tabled in Parliament: December 2024 · Auditor General opinion: Unqualified

Previous Annual Reports

22/23

Annual Report & Financial Statements 2022/23

Tabled Parliament Nov 2023 · Unqualified opinion

21/22

Annual Report & Financial Statements 2021/22

Tabled Parliament Dec 2022 · Unqualified opinion

20/21

Annual Report & Financial Statements 2020/21

COVID-19 impact period · Tabled 2021

19/20

Annual Report & Financial Statements 2019/20

Tabled Parliament 2020

18/19

Annual Report & Financial Statements 2018/19

Tabled Parliament 2019

Financial & Compliance Documents

Audited Financial Statements 2023/24

Full standalone audited financial statements including statement of financial position, statement of comprehensive income and expenditure, cash flow, and notes — as issued by the Office of the Auditor General.

PDF Audited Dec 2024

Tourism Development Levy (TDL) Fund Statement 2023/24

Annual statement of the KTB-managed Tourism Development Levy Fund — collections, disbursements, fund balance, and allocation by programme. The TDL is the primary funding mechanism for KTB's marketing and promotion activities.

PDF TDL Fund Dec 2024

Auditor General's Report 2023/24

The Office of the Auditor General's formal audit report on KTB's financial statements for 2023/24. The 2023/24 audit opinion was unqualified — reflecting KTB's third consecutive year of clean audit outcomes under the current management.

PDF OAG Unqualified

KTB Work Plan & Budget 2024/25

KTB's approved work plan and budget for the financial year 2024/25 — programme budgets, staffing plan, capital expenditure, and performance targets by department. Published in accordance with the Public Finance Management Act 2012.

PDF FY 2024/25

Risk Management & Internal Controls Report 2023/24

KTB's annual risk management report — risk register, risk assessment outcomes, internal control effectiveness review, and the Board Risk Committee's assessment of KTB's risk exposure and mitigation measures for the year.

PDF Risk 2023/24

Human Resource & Staffing Report 2023/24

KTB's annual human resource report — staffing establishment, headcount by department, pay grade distribution, staff training and development investment, staff welfare, and compliance with the constitutional two-thirds gender rule at senior management level.

PDF HR 2023/24

Strategic Plan

KTB Strategic Plan 2024–2029

KTB's five-year strategic plan sets out the vision, mission, strategic pillars, and measurable targets that guide the organisation's work. The plan was approved by the Board in December 2023 and is publicly available.

5-Year Strategic Plan — 2024 to 2029

KTB Strategic Plan 2024–2029: Positioning Kenya as East Africa's Premier Tourism Industry Hub

The Strategic Plan 2024–2029 builds on Kenya's post-pandemic tourism recovery and sets ambitious targets to establish Kenya as the leading tourism industry, partnership, research, and MICE destination in East Africa. It articulates five strategic pillars that guide all KTB activities and investments over the plan period.

Industry Competitiveness — elevating the quality and competitiveness of Kenya's tourism product

Market Diversification — expanding and diversifying Kenya's international visitor source market base

MICE & Business Events — positioning Nairobi as East Africa's premier business events destination

Research & Intelligence — building the evidence base for tourism policy and sector investment decisions

Partnership & Institutional Effectiveness — strengthening KTB's governance and stakeholder relationships

Strategic Plan 2024–2029 Key Targets

International arrivals by 2029 3.5 million

Tourism revenue by 2029 USD 4.5 billion

MICE events hosted annually (2029) 800+ events

Tourism's share of GDP (2029) 10.5%

Tourism jobs by 2029 750,000

Direct international routes to JKIA 80+ routes

Magical Kenya NPS target 70+ (top-tier global)

Source: KTB Strategic Plan 2024–2029, December 2023. Progress against targets reviewed quarterly by the Board.

Strategic plan documents

Strategic Plan 2024–2029 (Full)

Strategic Plan Summary 2024–2029

Strategic Plan 2019–2024 (Archive)

Performance Review 2019–2024

Board Committees

KTB Board Committee Structure

The KTB Board operates through four standing committees, each chaired by an independent non-executive director. Committee mandates and composition are reviewed at each Board term and are governed by the KTB Code of Governance 2022.

Finance and Audit Committee

Active

Provides oversight of KTB's financial management, internal controls, risk management, compliance, and the annual external audit process. Reviews financial statements and recommends them to the full Board for approval. Monitors budget utilisation and financial performance quarterly. Interfaces directly with the Office of the Auditor General and KTB's internal audit function.

Committee members

James Kariuki (Chair) Peter Thiong'o June Chepkemei (CEO, ex officio)

Meets quarterly · Reports to full Board at each Board meeting

Marketing & Strategy Committee

Active

Provides strategic oversight of KTB's marketing, promotion, and destination branding programmes — including the Magical Kenya brand, international marketing campaigns, trade and media programmes, and digital strategy. Reviews strategic plan progress and recommends adjustments to marketing strategy and budget allocation. Evaluates new market opportunities and campaign effectiveness.

Committee members

Rose Otieno (Chair) Francis Gichaba David Ndirangu (Director)

Meets quarterly · Bi-annual campaign reviews

Sustainability & Conservation Committee

Active

Provides oversight of KTB's sustainable tourism policies and programmes — including community conservancy engagement, responsible tourism standards, environmental impact of tourism activities, and Kenya's sustainable tourism certification framework. Reviews KTB's institutional sustainability performance and advises on the integration of sustainability into KTB's marketing proposition. Liaises with Kenya Wildlife Service and community conservancy bodies.

Committee members

Dr. Amina Mohamed (Chair) Peter Thiong'o Rose Otieno

Meets bi-annually · Annual sustainability review

Industry Liaison & HR Committee

Active

Provides oversight of KTB's relationships with the tourism industry — operators, hoteliers, tour companies, and industry associations — and reviews KTB's human resources policies, staffing structure, remuneration framework, and organisational culture. Monitors compliance with the constitutional two-thirds gender rule, the Public Service Values Act, and KTB's staff welfare programmes. Advises on KTB's staff performance management framework.

Committee members

Peter Thiong'o (Chair) James Kariuki Dr. Amina Mohamed

Meets quarterly · Annual HR policy review

Procurement & Open Tenders

Current Tenders & Procurement Opportunities

KTB conducts all procurement in accordance with the Public Procurement and Asset Disposal Act 2015. Open tenders, request for proposals, and procurement notices are published here and on the PPRA portal. All contracts above prescribed thresholds are competitively tendered.

KTB/RFP/2024/018 Open

Provision of International Digital Marketing Services — UK, US, and German Source Markets (2025–2027)

Open Tender International Deadline: 15 February 2025 at 10:00 EAT

KTB invites proposals from qualified digital marketing agencies and media buying firms for the provision of international digital marketing services targeting the UK, US, and German source markets in support of the Magical Kenya campaign programme 2025–2027. Agencies must have demonstrable experience in tourism destination marketing in at least two of the three target markets.

KTB/RFQ/2024/021 Open

Supply and Installation of ICT Infrastructure — KTB House Server Room Upgrade

Request for Quotation Kenya-only Deadline: 31 January 2025 at 12:00 EAT

KTB invites quotations from registered ICT infrastructure suppliers for the supply and installation of server infrastructure, network switches, and UPS systems at KTB House, Nairobi. Suppliers must be registered with the Communications Authority of Kenya and have completed at least three comparable installations.

KTB/EOI/2024/007 Open

Expression of Interest — Provision of Strategic Communications and Public Relations Services (East Africa)

Expression of Interest East Africa Deadline: 10 February 2025 at 10:00 EAT

KTB invites expressions of interest from public relations and strategic communications firms in East Africa for the provision of PR services supporting KTB's domestic and regional stakeholder communications, media relations, and corporate reputation management programme. Shortlisted firms will be invited to submit full proposals.

KTB/RFP/2024/015 Closed — Under Evaluation

Provision of Photography and Videography Services — Kenya Destination Content Production 2025

Closed Deadline was: 10 January 2025

Request for proposals for professional photography and videography services for the production of Kenya destination content for use in the Magical Kenya 2025 campaign programme. Closed on 10 January 2025. Evaluation in progress — result expected by 28 February 2025.

KTB Procurement Framework

KTB conducts all procurement under the Public Procurement and Asset Disposal Act 2015 and Regulations 2020. KTB's procurement function is led by a qualified procurement officer and supervised by the Finance and Audit Committee of the Board.

All open tenders published on PPRA portal

Competitive tendering for all contracts above KES 1M

Preference for local suppliers per PPRA regulations

30% of contracts reserved for youth, women, and PWDs

Annual procurement plan published each July

Contract awards published quarterly

Procurement Office

KTB Procurement Officer

procurement@ktb.go.ke

+254 20 271 8080 Ext. 204

All tender queries must be submitted in writing to the above email address, referencing the relevant tender reference number. Queries received by telephone cannot be entertained.

Procurement plan & contract awards

Public Accountability Framework

How KTB is Accountable to the Public

KTB is committed to transparent, accountable governance. The following frameworks govern KTB's accountability obligations to the Kenyan public, Parliament, and the Cabinet Secretary for Tourism.

Parliamentary Accountability

KTB's annual report is tabled in Parliament through the Cabinet Secretary for Tourism. The Parliamentary Committee on Tourism & Wildlife exercises oversight of KTB and may summon the CEO and Board Chair to appear before it. KTB responds to Parliamentary questions and petitions on behalf of the Ministry.

Auditor General Oversight

KTB's financial statements are audited annually by the Office of the Auditor General of Kenya (OAG) as required by the Public Audit Act 2015. The OAG's opinion, management letter, and KTB's response are all published in the annual report and accessible here.

Public Access to Information

KTB complies with the Access to Information Act 2016. Members of the public may submit formal requests for information held by KTB that is not already publicly available. Requests are processed within 21 days in accordance with the Act. KTB's Information Officer coordinates responses.

Complaints & Whistleblowing

KTB maintains a formal complaints management mechanism and a confidential whistleblowing channel for the reporting of fraud, misconduct, or governance concerns. Complaints may be submitted to the Board Chair, the Finance and Audit Committee, or directly to the Ethics and Anti-Corruption Commission (EACC).

KTB Corporate Secretariat

For governance enquiries, board-related correspondence, Access to Information requests, and procurement queries — the KTB Corporate Secretariat and Procurement Office respond within 5 business days.

governance@ktb.go.ke

Contact KTB