By Caroline Katana
Kenya’s long-serving former Cabinet Secretary for Tourism and Wildlife, Najib Balala, has been appointed to a senior leadership position at the World Travel & Tourism Council (WTTC), marking a major milestone for the country’s influence in global tourism policy.
Balala joins WTTC’s executive leadership team as Executive Vice-President for Advocacy, Government Affairs, and Research.
Based at the council’s global headquarters in Madrid, he will spearhead global advocacy efforts, strengthen government engagement, and guide policy research for the international tourism sector.
His appointment comes after more than a decade at the helm of Kenya’s tourism docket, where he played a pivotal role in shaping both national and international tourism strategies.
Widely regarded as one of Africa’s most influential tourism policymakers, Balala led the sector through periods of economic uncertainty, security challenges, and political transitions.
During the COVID-19 pandemic, he oversaw Kenya’s tourism recovery strategy, positioning the country as a global leader in health and safety protocols. Under his stewardship, Kenya became the first country worldwide to receive the “Safer Tourism Seal,” a recognition of stringent safety measures adopted across the sector.
Balala is also credited with advancing progressive tourism policies, strengthening destination branding, and fostering strong partnerships between government and private sector players—an approach that earned him recognition across global tourism platforms.
In his new role, he will report to WTTC President and CEO, Gloria Guevara, and work alongside Chairman Manfredi Lefebvre.
Speaking on his appointment, Balala described the opportunity as both an honour and a responsibility.
“I look forward to contributing my experience in bridging public and private sector interests, and strengthening WTTC’s engagement with governments and stakeholders worldwide,” he said.
Welcoming the appointment, Guevara noted that Balala’s experience on the global stage would be instrumental in advancing WTTC’s mission.
“His leadership will help us grow the sector further as we continue building one of the most influential travel and tourism networks globally,” she said.
The WTTC is the leading global authority representing the private sector in travel and tourism. Its membership includes top executives from airlines, hospitality groups, cruise operators, and technology firms. For over 30 years, the organization has championed the sector’s contribution to economic growth, job creation, and global development.
Balala’s new role places Kenya firmly at the centre of global tourism advocacy, reinforcing the country’s reputation as a key player in shaping the future of the industry.
