The Silver Award at the African Responsible Tourism Awards 2017 is in recognition of the opportunities availed for the women from the immediate communities around Serena to move up the value chain from primary farming to participation in the supply chains of Serena Hotel.  The women groups had been formed with the core objective of addressing HIV and Aids challenges that faced them and their communities, part of it the need for good nutrition and healthcare. 

The partnership was very unique, adopting a market driven approach to empowering communities, with Serena Hotel playing a central role in providing a market for their agricultural produce whilst also benefiting from fresh produce, savings on the transportation, and an opportunity to market “fair trade meals” as well as practice corporate social responsibility. Serena was very open and cooperated in allowing communities to learn on how to trade with large domestic companies, whilst providing them opportunity for a growing income. The benefits to the women have been immeasurable having moved from to a monthly turnover of USD6000 per month, and with this being able to take care of their children’s education, health and improved nutrition. They were also able to acquire assets such as land and small livestock.

The ILO with its partner APTDC played a role of capacity building and mentorship of the groups on business management and in advocacy for opportunities at Serena for supply chain linkage and empowerment for women at Amboseli. The model demonstrated results of poverty alleviation through responsible tourism, and Serena has since expressed interest in replicating the same in Masai Mara tourist circuit and well as in Naivasha.
 

Documentary on the ILO Partnership and Amboseli initiative
About African Responsible Tourism Awards : -

The African Responsible Tourism Awards were established in 2014 to celebrate and inspire change in the African tourism industry. The Awards are affiliated to the World Responsible Tourism Awards.

The African Responsible Tourism Awards rest on a simple principle – that all types of tourism, from niche to mainstream, can and should be organised in a way that preserves, respects and benefits destinations and local people. 

The African Responsible Tourism Awards form part of the World Responsible Tourism Awards, organised by Responsible Travel. Winners in relevant categories in the continental awards are showcased at WTM London in November each year. 

The Awards are organised by Better Tourism Africa, under license by Responsible Travel. The judging process is designed and organised in partnership with the International Centre for Responsible Tourism.