A seasoned social impact expert with over 15 years of diverse experience, Phoebe Maina, Founder and CEO of Steri Tours and Travel, excels in managing turnaround projects with a high success rate. Her expertise spans the design and management of local and global initiatives focused on women’s empowerment, child protection, travel, and community and business development. Having worked extensively with diverse communities across Africa, Phoebe possesses a deep understanding of multicultural and development dynamics, coupled with a passion for driving positive change at grassroots levels. Her vision extends beyond individual accolades—she is dedicated to driving economic growth in Africa through sustainable tourism practices.
Phoebe actively participated in coordinating Communication Working Groups to gather recommendations for the World Humanitarian Summit, fostering dialogue and cooperation within the humanitarian sector and earned the Africa Role Model award during the UN 63rd Commission on the Status of Women (NewYork) for exemplary contributions to girls’ empowerment in rural Kenya.
The Opportunity for Community Growth through Tourism
Phoebe was inspired to start Steri Tours after traveling extensively. “ I desired to see empowered communities and there is no better way to empower communities economically than through tourism,” she states. Working for over fifteen years in the development sector, Phoebe worked throughout Kenya to connect donors and sponsors, always traveling to the National Parks and local communities. “I could see such a big gap between the destination and the host communities. And every time I visited that area, I wished the communities thrived…rather than the hotels.”
She encourages travelers to go beyond the traditional safari: “We are big on that as a country, but I have encountered a couple of travelers who want more than that. And that is why I established Steri Tours and Travel to showcase Kenya beyond the safaris and ensure that the communities thrive as tourism thrives.
Economic stability and sustainability in community-partner tourism
Phoebe describes one trip that incorporated cultural immersion with an existing safari experience itinerary. The group changed into traditional wear, danced with the men and women with their drums, and celebrated with the community. “To see the community earn from that, and to earn something decent, a good amount that helps them plan, whenever they know I have a team there,” Phoebe and her team can come to an agreement that is fair and reliable income for the host community and provides a better, more memorable experience for her guests. Planning in advance is such an important part of being more economically secure and sustainable. “It also gives them an opportunity to influence other community members to be part of that as they showcase their traditions, their culture, their food, and at the same time, they preserve their culture.”
Steri Tours and Travel: Fair Economic Partnership
Steri Tours designs immersive cultural experiences where travelers become part of the daily fabric of Kenyan life. Visitors shop at local markets alongside community members, learning about local produce and engaging with vendors. In village homes, travelers participate in traditional meal preparation, fostering intimate connections with their hosts while learning about local ingredients and cooking techniques. The company arranges participation in authentic cultural ceremonies and celebrations, from traditional weddings to seasonal festivals, allowing travelers to witness and engage in significant community moments. Most importantly, communities receive direct compensation for cultural experiences they provide, creating clear incentives for maintaining and sharing them.
Creating Spaces for Women to Excel in Tourism
Phoebe prioritizes hiring girls and women as interns and in paid positions, knowing that many of the hospitality jobs available are in the wilderness or National Parks rather than tour operators or providers. “ We have a mentorship program where we mentor the students in the hospitality industry and also in the tourism industry in a couple of colleges and universities here in Kenya.” This puts Phoebe and her work at the forefront of the agenda of women in tourism as well as working with minority groups, arranging cultural exchange experiences and cultural preservation programming, creating “that opportunity to stand out in their community where women are not heard, not listened to, and they’re not giving an opportunity to speak up.”
“That is what really inspired my desire to start a travel company and work with the host communities. So that, as tourism thrives, they also thrive. I saw they also had an opportunity: leverage tourism such that it would give something unique to the travelers who are looking for something more than the safaris. ”
— Phoebe Maina
Published on the Soul of Travel, Season 6: Women’s Wisdom + Mindful Travel, presented by @journeywoman_original, Christine.
