Project Recap: The Blue Tourism Initiative in the Western Indian Ocean

In Kenya, BTI supported the development of participatory, and inclusive community-led blue tourism in Diani–Shimoni by strengthening local governance, building community capacity and creating sustainable livelihood opportunities linked to the area’s exceptional coastal and marine ecosystems.

One of the Initiative’s most significant achievements was the establishment of the Tourism Sector Stakeholder Forum (TSSF)—the first platform of its kind in Kwale County—bringing together government institutions, tourism operators, researchers, conservation organisations, communities and the private sector to coordinate sustainable blue tourism development and strengthen long-term destination governance.

The Initiative also established two community-owned blue tourism enterprises, benefiting 72 community members across two distinct community groups. Together, the enterprises developed six authentic blue tourism experiences—including guided forest trails, mangrove tours, snorkelling, island walks, cultural and culinary experiences and handicrafts—that celebrate local ecological and cultural heritage while generating sustainable income for coastal communities. A defining feature of the pilot was the strong engagement of women, who played an active role in enterprise development, governance, skills development and benefit-sharing, strengthening gender inclusion within the local tourism economy.

To ensure long-term sustainability and competitiveness of the enterprises, BTI delivered training in governance and management of natural resources, tourism and hospitality, financial management, digital marketing, leadership as well as fundraising and resource mobilization. In addition to the trainings, the initiative provided essential tourism equipment, promotional materials and dedicated websites to improve the quality and visibility of tourism products, strengthen visitor experiences and improve market access. Capturing the lessons from this work, the Initiative developed a Sustainable Blue Tourism Guide for Coastal Communities, providing a practical resource to support replication of community-led blue tourism initiatives across the region.

In Madagascar, BTI worked closely with tourism operators, local authorities and conservation partners to strengthen environmental standards and position Sainte Marie as a leading sustainable island tourism destination.

A landmark achievement was the development and launch of the Sainte Marie Eco-Label—the first island-based sustainable tourism certification scheme of its kind in the Western Indian Ocean. The Initiative developed certification criteria covering environmental sustainability, responsible marine tourism, waste management, energy efficiency and social responsibility for hotels, restaurants and pirogue operators through an extensive participatory process involving public and private stakeholders.

Beyond developing the certification framework, the design of governance and operational mechanisms required for implementation was supported, including audit procedures, assessment tools, certification protocols and monitoring systems. This ensured that the Eco-Label was not only a recognition scheme but also a practical mechanism for continuous improvement and accountability among tourism operators.

Following its official launch in December 2025, the certification programme gained strong momentum. By May 2026, 28 tourism establishments had successfully been certified, reflecting growing commitment from tourism operators to adopt sustainable practices and improve service quality. The programme also received strong institutional backing from the Ministry of Tourism and local authorities, reinforcing its credibility and positioning Sainte Marie as a model for sustainable island tourism development. Training programmes, reference manuals, newsletters and awareness activities further strengthened the capacity of tourism businesses to adopt more sustainable practices.

To support the long-term sustainability of the initiative, BTI formalised partnerships with the Sainte Marie Tourism Office (OTSM), strengthening its role as the long-term custodian of the Eco-Label, and established synergies with the World Bank PIC Project, creating a foundation for continued implementation and expansion of the Eco-Label beyond the lifetime of the project.

In Comoros, BTI demonstrated how sustainable tourism can strengthen protected area management while creating meaningful economic opportunities for local communities.

The Initiative supported the participatory development of a Sustainable Tourism Destination Management Plan (DMP) for Mitsamiouli–Ndroude National Park, providing the first comprehensive framework to guide tourism development while balancing conservation, community well-being and local economic growth. Developed through an inclusive stakeholder process, the plan establishes strategic priorities for visitor management, tourism infrastructure, environmental protection, marketing, governance, investment and community participation. At its final step of validation and endorsement by local and national authorities, the DMP will lay a foundation for coordinated destination management and sustainable tourism development in the park.

To strengthen local governance, BTI supported the establishment and capacity development of village tourism committees. These committees provide an institutional platform for coordinating tourism activities, supporting community participation in decision-making and promoting equitable benefit-sharing from tourism. At community level, the initiative established a community-based homestay programme, creating new livelihood opportunities while offering visitors authentic local experiences. Local guides received training in hospitality, hygiene and safety standards, while a sustainable tourism trail was developed to showcase the park’s rich ecological and cultural heritage and promote conservation awareness among visitors. Together, these interventions demonstrated the value of community-led tourism models in strengthening both conservation and local resilience.