Innovation

This innovative approach to tourism has facilitated progress for many of the UN’s SDGs. For one, the company has had a remarkable impact on the local community's well-being. Furthering SDG 8, the company invests in and promotes local businesses — such as restaurants, hotels, farms, and artisans — to tourists, providing opportunities for decent work and contributing to regional economic growth. They also generously invest in local schools, contributing to SDG 4, ‘Quality Education.’

The company also provides innovative opportunities for tourists to engage with and protect the nation’s wildlife and environment, contributing to SDGs 13, 14, and 15. From hosting unobtrusive safari trips and boat tours to encouraging tourists to engage in reforestation efforts in the Aberdare Forest, to tracking and actively offsetting the carbon emissions their activities produce, Favour Tours and Safaris Ltd.’s approach of Fair Trade Tourism allows nature to flourish and tourists to engage with Africa’s unique offerings with minimal harm.

This innovative approach to tourism has the potential to be replicated elsewhere, evidenced by the company’s expansion to other East African countries such as Uganda, Rwanda and Tanzania, and further afield to the Middle East.

Inspiration

The company was inspired to offer its personal approach after believing in the potential to make tourism in Africa more sustainable and beneficial to local communities. Having witnessed many tourists engaging in unethical, yet popular, activities such as walking with lions on safaris, riding elephants, or falling for ‘tourist traps’ that diverted customers from local businesses, they saw an opportunity to educate tourists about the impact of their actions. According to Ms Njugana, the Sustainability Manager of Favour Tours and Safaris Ltd, “People protect what they understand. Once guests know how their actions affect the environment, they become more mindful travelers.” Thus, the company was ready to set out to educate tourists and offer them opportunities that allow them to create unforgettable memories on their tour without causing lasting harm.

This mission motivates the business to this day, fuelling their desire to provide unique travel experiences that support local communities and preserve the environment. They encourage travelers to adopt simple practices, such as bringing reusable bags or avoiding single-use bottles, which have a significant impact when adopted by many people. As Ms. Njuguna points out, "Real change begins with individual effort.” However, they also offer tourists distinct opportunities to act ethically, such as visiting local businesses, supporting local schools, and engaging in environmental preservation. Combining these small-scale individual efforts with larger-scale organised efforts helps to maximise the potential good of the company

Overall impact

Due to their eco-friendly operations and long-standing community involvement, Favour Tours and Safaris Ltd. has established itself as a leading authority in sustainable tourism in East Africa. The company maintains ethical partnerships with grassroots organizations, such as local farms, restaurants, hotels, artisans, and schools. “We want to empower the people on the ground, because without them, we can't have tourism,” Ms Njugana noted. They make a conscious effort to empower local communities by promoting the consumption of local products and participation in local activities. For example, they offer tourists the opportunity to purchase authentic, ethically produced souvenirs from local artisans, many of whom are from marginalized groups (e.g., young people, women, or people with disabilities). This contributes to SDG 8 - promoting decent work among individuals and facilitating growth of the local economy.

As an advocate of Fair Trade Tourism, Favour Tours and Safaris Ltd. ensures that the groups with which they maintain partnerships act ethically themselves, such as promoting gender equality, paying fair wages, and not participating in the exploitation of children. For example, they have a long-standing relationship with a local tea farm, which they encourage tourists to visit because it employs local villagers, pays them a higher-than-average wage, and contributes to their quality of life. These requirements and standards are indicative of the company’s commitments to SDG’s 5 and 8 - Gender equality and decent work.

Favour Tours and Safaris Ltd. also holds numerous accreditations from international bodies, including Travelife, the Kenya Association of Trade Operators (KATO), and the American Society of Travel Advisors (ASTA). These formal recognitions not only validate the company’s commitment to responsible travel but also ensure that sustainability goals are not merely aspirational but measurable. “We report to Travelife every two years,” explained Ms. Njuguna. “Our most recent sustainability audit was completed this year.” Through these audits, Favour Tours monitors its social and environmental performance and aligns its operations with global standards. It also indicates their formal commitment to SDGs 12 and 13—taking climate action and promoting responsible consumption and production.

Business benefit

Favour Tours and Safaris Ltd. is aware that, for its business to succeed in the long run, environmental stewardship is crucial. By sincerely incorporating sustainability and ethical tourism into its business model, the company is making it possible to continue operations long into the future. As Sustainability Manager, Ms. Njuguna emphasizes, "Wildlife, forests, beaches, and mountains are all essential to tourism. Our success is directly tied to environmental protection.” Thus, by actively promoting and facilitating services that contribute to environmental preservation, they simultaneously preserve the future of their business.

Furthermore, by focusing on Fair Trade Tourism, the company has given itself a unique edge in the African Tourism market. They can appeal to travellers who are already passionate about environmental and cultural conservation, as well as those who wish to learn more. As previously established, the African tourism industry is large, so having unique and honorable values allows the company to stand out from the crowd. Their unique values culminate in distinctive activity offerings through their grassroots supply chain. From accommodation at local camps and eco-lodges, to dining at local coastal seafood restaurants or at a local mountain farm, to partaking in reforestation efforts in the nearby Aberdare Forest, they genuinely have something for everyone. Thus, their uniqueness enables them to attract more clients, leading to increased scale in their environmental efforts and benefits to the local community.

Evidently, adopting this forward-thinking strategy has made the company a respected operator to international partners and environmentally conscious travelers alike. They possess a unique appeal, and their business model motivates them to engage in sustainable practices. Their formal accreditations and inclusive policies strengthen the brand image and emphasize their transparency in furthering the United Nations’ SDGs.

Social and environmental benefit

Favour Tours & Safaris Ltd. actively contributes to a wide range of the United Nations’ Sustainable Development Goals (SDGs) through its daily operations and long-term partnerships.

At the heart of its impact is SDG 8: Decent Work and Economic Growth, which the company advances by sourcing services from local suppliers, collaborating with grassroots organizations, and ensuring that community members are central to every itinerary. These initiatives and efforts create dignified employment opportunities and foster inclusive economic development across the regions in which they operate, contributing especially toward Target 8.9.

Their commitment to SDG 5: Gender Equality is also reflected in their internal policies and external collaborations. They ensure fair pay for work, and prioritize partnerships with women-led community organizations, furthering Target 5.5. They encourage tourists to support local artisans from marginalized backgrounds, including women, and to ensure the businesses they partner with also implement inclusive practices.

Additionally, the company supports SDG 13: Climate Action by promoting reforestation of the Aberdare Forest. The forest is one of Kenya’s five ‘water towers,’ and is crucial for local biodiversity and water purification. The company also tracks its carbon emissions, helping reduce greenhouse gas emissions. This further illustrates the company's commitment to environmental responsibility, demonstrating that sustainability is truly embedded in its operations. By encouraging and educating tourists, they advance Target 13.3 to raise international awareness of climate change.

Furthermore, to protect Kenya's biodiversity and promote ethical wildlife interactions, the company contributes to SDG 15: Life on Land by educating tourists on how to care for and interact with animals and preserve their natural habitats. This relates to Target 15.5, which calls for urgent action to mitigate the degradation of natural habitats and biodiversity loss.

Moreover, Favour Tours contributes to SDG 12: Responsible Consumption and Production by partnering exclusively with eco-certified hotels that reduce single-use plastics, manage waste responsibly, and promote recycling. This approach fosters a culture of mindful travel, encouraging visitors to adopt sustainable practices.

While much of its work is land-based, the company’s itineraries occasionally include coastal and marine experiences, such as visits to Lake Naivasha and other aquatic ecosystems. In these environments, the company also aims to support SDG 14: Life Below Water by promoting low-impact activities, such as boat rides, and supporting conservation efforts in these regions.

Finally, it provides ongoing support to schools near the Aberdares through donations of learning materials, sports equipment, and tuition for the most disadvantaged children. This reinforces SDG 4: Quality Education, ensuring that local youth benefit from tourism-driven development.

Together, these initiatives form a holistic sustainability strategy that transforms lives, protects nature, and sets a high standard for ethical tourism in East Africa.

In addition, like many companies, Favour Tours and Safaris Ltd. always seeks innovations that can advance its mission. Currently, the company is exploring how to ethically integrate artificial intelligence (AI) into its daily operations. They believe that by leveraging this new tool, it could be possible to monitor carbon emissions in real time and create smarter, eco-friendly travel plans that balance tourist enjoyment with environmental conservation. “We’d like to see how technology can enhance sustainable practices in tourism,” Ms. Njuguna shared.

At present, the company's future plans include expanding its conservation partnerships, launching new community-based tourism projects, and strengthening its position as a regional pioneer in ethical travel. By combining digital innovation with grassroots engagement, Favour Tours & Safaris Ltd. envisions a future where tourism not only supports livelihoods but also revitalizes the ecosystems and cultures it touches.

Interview

Nelly Njuguna, Tour Consultant & Sustainability Manager