I see this as a new beginning for promoting ethical and responsible tourism. NICE Director Mali Ntanare OleKaunga

If the African continent is not being portrayed as a hot bed of corruption, conflict, poverty and destitution, then it is commercialized into an exotic location for individuals from rich, industrialized nations to enjoy wildlife safaris.

But for the most part, local communities do not benefit from the revenue as most of the resorts and hotels are owned by foreigners. In Kenya, many of the indigenous communities such as the Maasai, are exploited to the extent that their images adorn all the glossy brochures and the name ‘Maasai’ which many people associate with traditional African culture, is used as a sales device.

The sad irony of this situation is that the land upon which many of these foreign hotels, ranches and resorts are based were once owned by the Maasai, before Kenya was colonized by the British. Today many indigenous communities live in poverty, having been displaced of their land and their pastoralist way of life is severely threatened by the small pockets of arid land that they were allocated, which is barely adequate for livestock grazing.

One African-run organization called NICE (Nature and Inter-Cultural Expeditions), has adopted a different approach, embarking on a new type of ethical tourism that puts the needs of the indigenous communities at the top of the agenda and in addition to promoting community empowerment is also teaching foreigners about traditional African culture.

NICE Director Mali Ntanare OleKaunga told Colourful that he established the company “to promote responsible and ethical tourism and to give the communities – primarily the Samburu and Maasai, an opportunity to present themselves as equal partners in a growing industry.”

Unlike commercial tourism, visitors are taught about the culture and ethics of the Maasai, not from the seats of four-wheel drives, but by staying in the villages. The income goes directly to the households. Visitors also have the option of donating funds to help the villagers through periods of drought and can volunteer in a school, clinic or for a human rights organization. Olekaunga said: “I see this as a new beginning for promoting ethical and responsible tourism.”

NICE has already partnered with a college in Sweden which sends students on cultural visits twice a year who spend six months living in a Maasai village and provide educational, health and environmental support. Students have helped 15 Maasai girls to attend school and receive an education. Instead of being gawped at by holidaymakers, the NICE visitors are taught to respect the indigenous communities and to appreciate their contribution to the protection and conservation of nature and wildlife.

Olekaunga said: “Tourists need to understand that Maasai and Samburu are human beings with rights too. They may be poor in monetary terms but they are rich in heritage, culture and indigenous skills and have contributed enormously to Kenyan national heritage.”

This article was first published on Colourful in August 2007