Global trends of consumers and tourists are demanding socially and environmentally responsible products, particularly in eco sensitive destinations such as Africa.  In over saturated safari tourism markets throughout the continent, local brands and businesses are becoming more competitive to win market share.

A business with demonstrated policies and procedures, independently verified and audited by Internationally recognized certification schemes gives companies a competitive advantage while increasing their operational efficiencies, saving money and leaving a more positive impact on the communities and regions they operate in.


  • Providing guidance, support and best practices to African tourism companies to adapt and replicate a globally proven sustainable consumption products supply chain methodologies.
  • Increased implementation of best eco and socially r esponsible practices among African tour operators, accommodation providers and their suppliers. (i.e. accommodation, safari guides, activity providers)
  • Marketable sustainable tourism products, strengthening business and destination promotion between International buyers and African suppliers.

Positive Impacts

Addressing sustainability leads to the conservation of natural resources, protection of cultural heritage & community development. Sustainable certifications not only provide opportunities for brands who engage, market wide adoption rate in each region provides competitive destination marketing advantages.

Project Partners

Green Tour Kenya is a European Commission funded project under the Switch Africa Green Programme Phase II In collaboration with: ECEAT, Ecotourism Kenya, Travelife, Kenyan Association of Tour operators, ABTA - The UK Travel Association, Centre for Sustainable Consumption and Production (CSCP).

Expected Outcomes

1. Stabilized communities

African tourism standards, trainings and tools supporting tour operators and their suppliers towards overall resource efficiency, reduced GHG emissions, poverty alleviation and CSR in the tourism value chains. Tourism associations provide member support services / standards to “green” their members (supply chain).

2. Financial Gain for All

Tourism companies & local communities will profit from complying to growing market demands, higher quality products, a cleaner environment and more stable, responsible and attractive tourism destinations. Tourism company employees will obtain better labour conditions increasing efficiency and profitability. Associations provide additional benefits to members.

Scope of Activities

  • Export Coaching Programme for sustainability committed tour operators, including training, coaching and market access activities, sharing of global best practices
  • Upscaling African tour operator standards; a CSR management & reporting system and toolbox; innovative carbon calculator; training package development; database with eco-certified suppliers.
  • Public support policies developed. Local ownership and sustainability obtained through integrated market incentives.
  • Consumer market research; communication tools/message development; media campaign and awards program; active matchmaking within the inter Africa and EU-Africa supply chain
  • Establish partnerships with local organizations, enhancing community development & conservation
  • African tour operator associations implement SCP policies. Strengthening of African co-operations networks.
  • Policy trainings and briefs; develop national multi stakeholder strategy for consistent standards and avoid business and consumer confusion

Contact for Kenya: Grace Nderitu at Ecotourism Kenya (

Fred Kaigua at KATO (

Contact for Africa: Melissa Foley at Travelife (

Contact for Europe: Naut Kusters (