Why we ought to prepare today’s youth to drive tomorrow’s tourism

By Rebecca Miano

Today’s technological disruptions have altered the parameters of conventional tourism significantly. Inevitably, the future of tourism begs thorough preparation in the here and now. In that regard, Kenya is not sitting on her laurels.

About a fortnight ago, the Kenyatta University-based Global Tour ism Resilience and Crisis Management Centre (GTRCMC – EA) whose board I chair scored a rare first in Dubai.

The Centre took a group of young Kenyans to the Middle East and Africa Future Leaders Challenge 2025 and bagged three notable accolades.

The team of students from Kenyatta University, Strathmore University and Boma International Hospitality College was recognised for innovative solutions designed for use by the hospitality sector.

One of the participants was named the top Future Leader Student 2025 in a pool featuring worldwide competitors. In December last year, our ministry’s new Youth in Tour ism and Conservation initiative premiered industry activities in Kilifi and repeated the same in Naivasha last week.

A number of youth driven tourism activities are lined up in various counties in the coming months. Meanwhile, in June this year, Kenya will host the Africa Youth in Tourism Innovation Summit and Challenge, a continental platform for youth in tourism.

The forum facilitates youth entrepreneurs, innovators and industry stake holders to converge, explore opportunities, share ideas and foster sustainable tourism development across Africa.

The summit will feature a competition challenge where youth will be encouraged to generate innovative ideas and solutions beyond technology yet travel, tourism and MICE industry related. 

Why the pointed concern about youth in tourism? 

First, the tourism industry has undergone a significant trans formation over the past few decades. Combined, the rise of digital technologies, increase in social media usage and heightened awareness of environmental sustainability have altered the contours of tourism significantly.

Often referred to as “digital natives,” today’s youth are more tech-savvy than any previous generation. They value experiences over material goods, seek authentic and immersive travel experiences and are keenly aware of the environmental and social impact of their actions.

Second, the tourism sector has embraced technology in various hitherto unexplored ways. Today we have online booking systems, virtual tours, AI-powered customer service and so on.

As artificial intelligence, big data and virtual reality become more prevalent, there is an increasing need for young professionals to innovate within these spaces.

The future of tourism will undoubtedly involve further technological integration and preparing the youth to develop these technologies is essential.

Third, from a traditional point of view, tourism has been associated with tour guides, hotel managers and travel agents.

However, as the industry diversifies so do ca reer opportunities. Youth who are interested in tourism today have a wide array of potential career paths to explore.

From destination marketing, to cultural heritage management, to event planning, sustainable travel consultancy and digital nomadism, the list can only grow longer.

Fourth, tourism is, at its core, about bringing people together be it for leisure, education, business or cultural exchange. The industry has the unique ability to foster relationships between individuals from different countries, ethnicities and backgrounds.

However, the power of tour ism to unite people requires a deep understanding of global dynamics and the ability to collaborate across cultures and borders.

The youth of today will no doubt play an integral role in leading these international collaborations. Fifth, the Covid-19 pan demic revealed just how fragile the tourism industry can be.

Travel restrictions, lockdowns and shifting consumer be haviour forced the industry to adapt to unprecedented challenges.

Moving forward, these qualities will be markedly crucial as tourism faces challenges such as climate change and evolving public health concerns.

The youth of today are likely to think on their feet, adapt to new circumstances and innovate under pressure, qualities that the future of tourism requires.

In sum, preparing today’s youth for the future of tour ism is about propagating a new mind-set. Tourism is way more than just visiting popular landmarks or ticking items off a bucket list.

It is more about appreciating the broader im pacts of travel in the context of environmental care, economic progress and experiencing other cultures.

Today’s youth have the power to redefine tourism and to pave the way for the trans formative role it heralds for economic wellbeing.