REPUBLIC OF MINISTRY OF FOREIGN AFFAIRS

CULTURAL DIPLOMACY STRATEGY

2018 - 2022

FOREWORD

The mandate of the Ministry of Foreign Affairs is to articulate Kenya’s Foreign Policy with the aim of protecting, promoting and projecting the nation’s interests abroad. Cultural diplomacy is one of the five interlinked pillars through which Kenya’s Foreign policy is implemented.

The recognizes culture as the foundation of our nation while, Kenya’s development blueprint, the Vision 2030, identifies culture as a critical enabler to the socio-economic, political and cultural development of the country. Indeed, the potential of Kenya’s cultural heritage is enormous and there is need for Kenya to exploit it for the benefit of our great nation. Cultural Diplomacy is a vital diplomatic tool that can be used to enhance our international relations and promote as well as project the image and prestige of the Country.

It is against this backdrop that this Strategy has been developed, an important step towards the full realization of the Cultural Diplomacy Pillar. The execution of this strategy will require close collaboration with our key stakeholders including the MDAs, County Governments and other partners in order to develop the necessary diplomatic competencies and other capacities in the Ministry. The successful actualization of this policy will indeed position Kenya as a cultural hub within the region, the continent and throughout the globe.

AMB (DR) AMINA C. MOHAMED, EGH, CAV CABINET SECRETARY

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ACKNOWLEDGEMENT

As outlined in the Kenya Foreign Policy, Cultural Diplomacy is one of the five inter- linked pillars of diplomacy on which the management of the Kenya’s foreign policy is anchored. This Strategy therefore, is directly linked to the Kenya Foreign Policy and borrows from the objectives of the Cultural Diplomacy pillar enlisted in the policy. The Strategy will serve as the roadmap to guide the Ministry of Foreign Affairs in its bid to achieve this objective.

Preparation of this Strategic document commenced in February, 2016 and was developed in a consultative and participatory manner in line with the constitutional requirements of public and stakeholder participation and engagement. I thank all those who contributed to its development and subsequent finalization. Likewise, I commend the Ministry staff, who under the leadership of the Political and Diplomatic Secretary dedicated their time towards finalization of the Strategy. Special thanks go to the Cabinet Secretary for Foreign Affairs, Amb (Dr.) Amina C. Mohamed, EGH, CAV for providing the overall guidance in the development of this Strategy.

I call upon all stakeholders to dedicate the same seal and commitment towards effective implementation of the strategy and realization of our cultural diplomacy objective.

AMB. (DR.) MONICA JUMA, DPHIL, CBS PRINCIPAL SECRETARY

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TABLE OF CONTENTS FOREWORD ...... i

ACKNOWLEDGEMENT ...... ii

LIST OF ACRONYMS /ABBREVIATIONS ...... v

Chapter 1 : INTRODUCTION ...... 1

1.1 Background ...... 1

1.2 Rationale ...... 1

1.3 Methodology ...... 2

Chapter 2 : SITUATION ANALYSIS ...... 3

2.1 Introduction ...... 3

2.2 Overview of the Ministry’s Achievements in the area of Culture, Arts, Sports and Natural Heritage in the period 2013 – 2017 ...... 3

2.2 Strengths, Weaknesses, Opportunity and Threats (SWOT) Analysis ...... 12

2.3 Stakeholders Analysis...... 13

Chapter 3 : STRATEGIC DIRECTION ...... 16

3.1 Ministry’s Mandate, Vision, Mission and Core Values ...... 16

3.2 The Strategic Model ...... 17

Chapter 4 : COORDINATION FRAMEWORK ...... 23

4.1 Ministry of Foreign Affairs ...... 23

4.2 Cultural Ambassadors ...... 23

4.3 Ministries. Department and Agencies (MDAs) ...... 24

4.3 County Governments ...... 24

Chapter 5 IMPLEMENTATION, MONITORING, EVALUATION AND REPORTING ...... 25

5.1 Monitoring, Evaluation and Reporting ...... 25

5.2 Implementation Matrix ...... 26

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List of Tables

Table 1: Summary of SWOT Analysis...... 12

Table 2 Stakeholder Analysis ...... 13

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LIST OF ACRONYMS /ABBREVIATIONS

AU African Union BUMOC Bujumbura Marathon Organizing Committee EAC East African Community FSA Foreign Service Academy H.E. His Excellency JAMAFEST Jumuiya ya Afrika Mashariki Utamaduni Festival JCC Joint Commission for Cooperation KSH Kenya Shillings MDA Ministries, Departments and Agencies MFA&IT Ministry of Foreign Affairs and International Trade MOU Memoranda of Understanding SWOT Strengths, Weaknesses, Opportunity and Threats UN United Nations UNESCO United Nations Educational, Scientific and Cultural Organization

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EXECUTIVE SUMMARY

The Ministry of Foreign Affairs has been pursuing the implementation of the Kenya’s Foreign Policy based on the five interlinked pillars of diplomacy which inform the core priorities and strategies for our bilateral and multilateral engagement so as to strengthen relationships, enhance social-cultural cooperation and promote our national interests. Among the pillars is Cultural Diplomacy, which aims to use culture as a vital tool in international relations especially through the use of cultural heritage and endowments as the pedestals of our foreign engagement across the globe.

Kenya’s cultural diplomacy focuses on increasing awareness of her cultural affluence and generating interests in the country’s cultural heritage.

Through a situation analysis, the Ministry identified three broad strategic issues of focus towards driving the Cultural Diplomacy forward. These issues are the need to ensure our cultural diversity and heritage are respected and recognized globally; the need to recognize the role of Kenyan artists, athletes and other sportsmen and women; and the need for Kiswahili to be recognized as a continental and global language.

In order to address the three strategic issues identified above, the Ministry developed five strategic objectives. These objectives are to: i. Respect and recognize cultural diversity and heritage; ii. Promote cultural exchanges and partnerships; iii. Promote global intercultural dialogue; iv. Promote sports and art diplomacy by recognizing the role of Kenyan artists, athletes and other sportsmen and women; and v. Promote the recognition of Kiswahili as a continental and global language;

Strategies and activities were formulated for each of these strategic objectives as discussed in chapter three which gives the Strategic direction. Corresponding key performance indicators were identified for monitoring and evaluating the implementation of this Strategy. This is presented in the implementation matrix in section 6.2. vi

Monitoring, evaluation and reporting will form a critical component of this Strategic document. Monitoring and evaluation will provide feedback on progress made in implementing the Strategy and form a basis of the next steps in implementing the strategy. The Ministry will also undertake an end-term review of the implementation of this strategy with the aim of evaluating the cumulative achievement. The main objective will be to assess whether the Ministry would have attained all its targets as set out in the Strategy and identify the shortcomings. This process will inform the consecutive planning period.

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Chapter 1 : INTRODUCTION

1.1 Background 1.1.1 The Ministry of Foreign Affairs is mandated to pursue Kenya’s foreign policy in accordance with the Constitution of Kenya. The Kenya Foreign Policy is anchored on five interlinked pillars of diplomacy which are Economic; Peace; Environmental; Cultural and Diaspora. This strategy provides a road map of the implementation of the Cultural Diplomacy Pillar.

1.1.2. Cultural Diplomacy aims to use culture as a vital tool in international relations especially through the use of cultural heritage and endowments as the pedestals of our foreign engagement.

1.1.3. The Kenya Vision 2030 recognizes that positive promotion and effective exploitation of our cultural diversity, preservation and promotion of national heritage, sports and arts are critical to socio-economic, political and cultural development. According to Article 27(1) of the United Nations’ 1948 Universal Declaration of Human Rights, ‘Everyone has the right freely to participate in the cultural life of the community, to enjoy the arts, and to share in scientific advancement and its benefits.’ This Strategy adopts a broad definition of the term culture to include, and consider sports and popular culture, as well as the performing and visual arts and the natural heritage as well as cuisines. Therefore, our culture is what makes us who we are and is dynamic.

1.1.4. Kenya has continuously placed emphasis on cultural recognition and understanding as the basis for dialogue, and has effectively used language, notably Kiswahili, as a mode to strengthen cultural diplomacy, foster relationships and build friendships.

1.2 Rationale 1.2.1 The potential of Kenya’s cultural heritage is enormous and there is need to exploit it to promote national interests. Cultural Diplomacy is a vital diplomatic

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and soft power tool that can be used to enhance our international relations to promote a favourable image and prestige for the Country globally. In instances when Kenyan cultural icons tour the globe, Kenyan athletes perform at the world stage or is read, a buzz of economic and political interest is ignited about Kenya that goes beyond the cultural event or artefacts, and subsequently generates economic gain. Indeed, it is through cultural activities that a nation’s identity is best represented.

1.2.2. Cultural Diplomacy is uniquely able to reach out to people of all walks of life with a reduced language barrier. It will enable us to: reach a broad and diverse audience who cannot be accessed through traditional modes of diplomacy; provide a positive agenda for cooperation; create a neutral platform for face to face interaction; and provide awareness of cultural richness of our nation and generate interest in Kenya’s cultural heritage. In addition, it will serve as a flexible, universally acceptable vehicle for engagement with countries where diplomatic relations have been strained or are absent.

1.2.3. This Strategy has been developed to facilitate implementation of the Cultural Diplomacy pillar of the Kenya Foreign Policy and aims to enhance contribution of culture to socio-economic development, and to position Kenya as a cultural hub.

1.3 Methodology 1.3.1. This strategy was developed through a participatory and consultative process involving key stakeholders.

1.3.2. The preparation process was informed by the Constitution of Kenya and relevant Government Policy documents. In addition, the strategy drew heavily from the Kenya Foreign Policy and Ministry’s Strategic Plan. The draft strategy was shared with stakeholders and their contributions were instrumental in refining the strategies contained in this document.

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Chapter 2 : SITUATION ANALYSIS

2.1 Introduction 2.1.1 Various countries have effectively utilised Cultural Diplomacy to advance their national interests and agenda at the global stage. Some countries have used provision of education and training opportunities to attract foreigners to learn and work there. Others have utilized films, mythologies, literature, architecture, visual and performing art, culinary arts, language, sports, traditional attire and religion to promote their identity.

2.1.2. Similarly, Kenya has developed policies and legislations with the overarching objective of ensuring the protection and promotion of Kenya’s cultural heritage and diversity. The Constitution of Kenya recognizes culture as the foundation of the Nation and underscores the need to promote all forms of cultural expressions and preserve Kenya’s cultural heritage. The Kenya Vision 2030 and the National Policy on Culture and Heritage have recognized the contribution of culture to Kenya’s socio-economic, political and cultural development.

2.1.3. The Cultural Diplomacy Pillar of the Kenya Foreign Policy places great emphasis on cultural heritage as a tool for diplomatic engagement to promote Kenya’s cultural diversity and its rich heritage in the international arena. Consequently, the Ministry has facilitated negotiation and conclusion of various frameworks of cooperation to enhance cultural exchanges and cooperation with other countries.

2.2 Overview of the Ministry’s Achievements in the area of Culture, Arts, Sports and Natural Heritage in the period 2013 – 2017

2.2.1 With the launch of the first published Kenya Foreign Policy document in 2015, Cultural Diplomacy was recognized as one of the five pillars of Kenya’s International engagements. This recognition has given the Ministry impetus to 3

promote and project Kenya’s culture through the Kenya Missions Abroad. Since then, a number of milestones have been realized.

1. International Conventions As a party to the UNESCO Culture Conventions, Kenya has been able to make great strides in the preservation of her culture and heritage. Below are some of her notable achievements: 1.1 The 1972 Convention concerning the Protection of Cultural and World Heritage 1.1.1 Kenya is a State Party to this Convention and six sites of outstanding universal value have been inscribed on the prestigious World Heritage list. These are Lake Turkana National Park, Mount Kenya National Park/Natural Forest, Old Town, , the Sacred Mijikenda Kaya Forests and the Kenya Lake Systems in the . Kenya is currently in the process of nominating a seventh World Heritage Site, Thim-lich Ohinga. 1.1.2 Kenya also served as one of the 21 members of the World Heritage Committee from 2005 to 2009. 1.1.3 In 2014, Kenya made a contribution to the African World Heritage Fund (AWHF) of 1.5 million dollars to support preservation and conservation of African World Heritage sites. This is a clear demonstration of Kenya’s commitment to the conservation and protection of Africa’s Culture for present and future posterity.

1.2 The 2003 Convention for the Safeguarding of Intangible Cultural Heritage 1.2.1 Kenya is a State Party to this Convention and was elected a member of the Intergovernmental Committee of the Convention between 2008 and 2011. During this period, Kenya lobbied, hosted and chaired the 5th Session of the Intergovernmental Committee, in Nairobi in November 2010. 1.2.2 Kenya has practices inscribed on the Urgent Safeguarding list and the Best Practices list, two of the three coveted lists, where cultural expressions/ practices are listed. The listing enhances preservation of the practices, which in most cases are in danger of extinction. The traditions and practices associated with Kayas in the Sacred Mijikenda Forest in the Coast of Kenya, and the Isukuti dance of the and communities in western Kenya are inscribed on the Urgent Safeguarding list.

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1.2.3 On the Best Practices list, the food ways and food practices of the Isukha in Western Kenya have been inscribed. Kenya is in the process of nominating the Kit-Mikayi Shrine of Luo community, soapstone carving among the Abagusii and traditional pottery making practices in Eastern Kenya for inscription. Kenya and Tanzania are in the process of nominating the Enkipaata, Eunoto and Org’esherr, a Maasai male rite of passage as a transboundary practice for inscription. 1.2.4 Mr John Omari, a Kenyan national, is currently serving as a member of the 12 member evaluation body of the Convention. This is a 12 member committee of experts. The evaluation body is tasked with evaluating all files submitted for international assistance and examining nominations submitted by States Parties to the Lists of the Convention for recommendation to the committee.

Isukuti dancers entertain guests after inscription to the intangible cultural heritage list in November 2014 1.3 The 2005 Convention for the Protection and Promotion of Diversity of Cultural Expressions 1.3.1 Kenya is a State Party to this Convention and was elected a member of the Intergovernmental Committee of the Convention from 2009 to 2013. 1.3. Kenya has actively engaged in the implementation of the Convention through various reforms in Policy Development, Education Sector and ICT. These include the review of Kenya’s National Culture and Heritage Policy, the

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Languages of Kenya Policy and the ongoing Education reforms that seek to recognise talent and include creative arts as examinable subjects.

2. Hosted high level culture meetings 2.1 Kenya hosted the Second Africa Regional meeting on the protection of the Underwater Cultural Heritage in Malindi, Kenya from 24 to 26 March, 2015 in collaboration with UNESCO Culture sector.

2.2 The meeting was a follow-up of the First Africa Regional Meeting on the Protection of Underwater Cultural Heritage which was held in Nigeria in November 2013. Africa’s underwater cultural heritage is an important cultural, educational and scientific tool, and has considerable potential for the development of sustainable tourism in Africa.

2.3 The participants decided to establish an African Regional Committee on Underwater Cultural Heritage to foster ratification and implementation of the 2001 Convention on the Protection of the Underwater Cultural Heritage and foster regional cooperation.

2.4 They also agreed to enhance capacity building programmes, public awareness, partnerships, scientific research and domestication of Underwater Cultural Heritage.

Dr. Hassan Wario, Cabinet Secretary for Sports, Culture and Arts, officially opens the conference at Malindi- Kenya

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3. Cultural Events Organized by Kenya Missions Abroad.

The Kenya Missions abroad organized several cultural events aimed at promoting cultural diplomacy. The following are highlights of these events.

3.1 In May, 2017, the Kenya Mission in Gaborone in conjunction with the University of Botswana organized a Wangari Maathai/Africa Environment Day during which the Wangari Maathai model of forest conservation was promoted for adoption by the people of Botswana.

3.2 The Kenya Embassy in Bujumbura in conjunction with other stakeholders namely: Burundi National Tourism Office, Burundi National Olympic Committee, the Sport’s Gym, Wright Tours and Travel Agency and the Green Belt Action for the Environment (ACVE) organised the first edition of the Bujumbura Marathon for Fraternity held on 31st August, 2014. This was a half marathon of 21km, with additional circuits of 10km and 3km under the theme ‘I Run for Fraternity: I Love Bujumbura.’ The objective of the marathon was mainly to celebrate the cordial relations between Kenya and Burundi especially in Kenya’s jubilee year; identify and nurture marathon talent in Burundi from the grassroots levels; and to generate proceeds to assist sections of the population affected by floods and mudslides in the northern part of Bujumbura which occurred on 9th February 2014.

The First Edition of the Bujumbura Half Marathon for Fraternity on 31st August, 2014 7

3.3 The Kenya mission in Dublin in collaboration with the Kenya Community in County Galway and the local Irish authority organized the “Galway Kenya Run” on 14th September 2013. The event was graced by 800m World Olympic Legend David Lekuta Rudisha. The event was preceded by visits to 10 schools where Rudisha gave talks to Irish children. The event was intended to showcase Kenya’s talent in athletics and to inspire Irish youth to embrace athletics, and also to mark and celebrate the Kenya @50 Jubilee celebrations. 3.4 The Kenya Mission in Kigali facilitated Kenya’s participation in the first Jumuiya ya Afrika Mashariki Utamaduni Festival (JAMAFEST) which was held in Rwanda from 9th to 16th February 2013. JAMAFEST is the name of the Community Arts and Culture Festival. The event was held under the theme “Fostering the East African Community integration through Cultural Industries”. The event, inter alia, consisted of a carnival, live performances, fashion shows and a JAMAFEST Village for countries to showcase their different cultures.

Above:Left:Kenyans perform “isukuti” at the jamafest. Right: Kenyans display their flag at the jamafest.

3.5 The Kenya mission in Khartoum partnered with the language training centre in Sudan to offer programmes. The classes are ongoing and are very popular with members of the International community in Khartoum.

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3.6 Every year, the Kenya Mission in Harare facilitates the participation of at least five Kenyan sports teams in golf, football, motor sports and rugby tournaments in Zimbabwe. The Kenya Mission in Bangkok co- hosted the Cradle of Mankind exhibition featuring photographs depicting the lives of the people who live around Lake Turkana, and the important archaeological site of in September 2015.

Amb. Patrick Wamoto, Amb. Prasittiporn Wetprasit and Mrs. Kannikar Wongthongsiri cut the ribbon to open the Exhibition, “Cradle of Mankind”. The ‘Cradle of Mankind’ exhibition featured photographs depicting the lives of the people that live around Lake Turkana, and the important archaeologic site of Koobi Fora.

4. Collaboration and Partnerships Since independence Kenya has established collaboration and partnerships with other countries in areas of culture which include; the Memorandum of Understanding (MOU) on the Executive Program Project on Cultural Cooperation CS, Amb. Amina Mohamed and her Egyptian counterpart, Sameh Shoukry signing the Agreements during the JCC between the Republic of Kenya and the Arab Republic of Egypt and the Memorandum of Understanding between the Ministry of Sports, Culture and the Arts of the Republic of Kenya and the Ministry of

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Culture of the People's Republic of China on the Establishment of a Cultural Centre among other frameworks of cooperation.

Emerging Issues

Leveraging Athletics and Sports:

The most remarkable practice of cultural diplomacy has been displayed by the impact of Kenyan Athletes at the global sporting arena since Independence. No other activity has contributed more to projecting Kenya’s image positively like the performance of Kenyan athletes. However, Kenya has not leveraged on this advantage to promote the country. The athletes and other sports personalities can be trained to promote Kenya as cultural ambassadors.

Gifting and Marketing of Kenyan Cultural Products: Kenya has excellent art works and cultural artefacts, which are undervalued and as a result sold very cheaply locally to middlemen, then very expensively internationally. There is need to aggressively market cultural products through the missions. Additionally, although there are local products that have entered the international sports market like the Lorna Kiplagat and the Enda Shoes for our athletes, these have not been fully embraced by the country. This is partly due to dominance by international brands in the domestic market. Giving cultural gifts like coffee, tea, jewellry and textiles at international events such as conferences, sports and athletics events will expose Kenyan products to better markets. It is expected that an invigorated Cultural Diplomacy will lead to increased visits and economic activities during special events.

Promotion and Protection of Kenya’s Cultural Heritage: While the words like ciondo, kikoi and safari originated from Kenya, the country has lost their cultural property rights. Furthermore, many artists and artisans do not know how to protect, patent or copyright their intellectual property. The Ministry will partner with relevant organizations to create awareness on the protection of cultural heritage as provided for in various international instruments such as the 2005 Convention on Promotion and Protection of Diversity of Cultural Expressions

Face of Kenya Abroad – One Look One Feel: Many countries abroad have used the same shape, size and fittings to identify and brand their missions abroad. The Ministry has not made a deliberate effort to brand its missions abroad. It is therefore imperative to develop a branding concept

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(mural/colour scheme/same feel) for the Missions. In addition, there is need to collaborate with key stakeholders to identify artefacts, digital signage, films, paintings, songs, literature and other branding materials which may be replicated in the Missions. Use of artefacts and other cultural materials will be linked to the National day celebrations as well as involve establishing strategic Kenyan cultural centers in Kenya Missions abroad.

Identification and appointment of Cultural Ambassadors:

Kenya is blessed with a large pool of talented daughters and sons who have received and continue to receive international, regional and local recognition, in the different spheres. Among the outstanding citizens are the long distant runners whose sterling performance has left an indelible mark on the world map since 1960s and we have now began to stamp our authority in field events also. Kenya has also produced other great personalities in different spheres: scientists, academicians, researchers, diplomats, environmentalists, philanthropists, economists, business persons, artists and sports persons. The Ministry will leverage on these prominent personalities by designating them as cultural Ambassadors.

Promotion of Kiswahili: Kiswahili is Kenya's national language and one of the African Union languages. However, Kenya has not actively promoted the use/teaching of Kiswahili globally as an important tool of Kenya’s diplomacy. The Ministry will proactively promote Kiswahili language globally.

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2.2 Strengths, Weaknesses, Opportunity and Threats (SWOT) Analysis During the preparation of this Strategy, a SWOT analysis on Cultural Diplomacy was undertaken to identify the major strengths, weaknesses, opportunities, and threats. This is summarized in table 1.

Table 1: Summary of SWOT Analysis.

STRENGTHS WEAKNESSES

• Strong diplomatic presence and • Limited awareness on diverse culture amongst representation in the various regions of the staff

world • Inadequate human and financial resources to • Existence of the Permanent Delegation of promote cultural diplomacy. Kenya to UNESCO • Inadequate use of public diplomacy • Competent human resource to promote • Inadequate Knowledge Management practices. Swahili language abroad • Foreign Language barrier • Foreign Service Academy • Weak linkages and coordination with other • Rich diplomatic experience in international MDAs and County Governments on cultural negotiations heritage issues. • Existence of global and national policy and • Inadequate engagement of Kenyan diaspora on legal frameworks. cultural issues. • Establishment of a cultural desk in the • Lack of framework for promotion of Kiswahili ministry language abroad.

OPPORTUNITIES THREATS

• Unique Kenyan cultures and heritage. • Limited public awareness on cultural diplomacy • Existence of the Ministry of Sports, Culture, • Intellectual property and copyrights and the Arts and other MDAs. infringement. • The Constitution of Kenya • International and transnational organized • Political goodwill Crime • Evolving global cultural space. • Illicit trade of cultural property • Large number of Kenyans living abroad • Inadequate implementation of existing • Presence of UNESCO regional office for cooperation cultural agreements. Eastern Africa. • Effects of climate change on cultural and • Technological advancement and use of the natural heritage sites new media • Encroachment on cultural sites by human • The Kenya sports and athletics prowess activities 12

• Existing cultural promotion programmes • Existence of bilateral and multilateral cooperation frameworks. • Existence of the UN offices and Diplomatic Missions in Nairobi. • Adoption of Kiswahili as an AU language •

2.3 Stakeholders Analysis The analysis of the Ministry’s stakeholders captures both internal and external groups.

Table 2 Stakeholder Analysis

Category Stakeholder Stakeholders’ expectation Ministry’s expectation

Internal Staff of MFA • Adequate and timely • Commitment to work resources • Patriotism • Conducive working • Loyalty environment • Good Performance • Effective communication • Efficiency • Good governance • Feedback • Appreciation of effort • Capacity building • Career advancement External MDAs • Timely facilitation • Timely requests • Effective coordination of • Support in promotion and sectoral activities protection of Kenya’s • Timely information cultural heritage and dissemination intellectual property rights. • Accurate and adequate information • Cooperation and consultations. • Timely feedback External Diaspora • Timely and efficient • Collaboration and delivery of services partnership

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Category Stakeholder Stakeholders’ expectation Ministry’s expectation

• Timely and appropriate • Timely submission of information dissemination requests • Active participation • Provision of accurate • Accessibility information • Patriotism

External Diplomatic • Timely information • Respect for Kenya’s, laws Community dissemination sovereignty and cultural diversity • Timely response to • Timely information correspondence dissemination • Support in facilitating • Timely response to enhancement of cultural correspondences exchanges. • Support in facilitating enhancement of cultural exchanges External Development • Mutually beneficial • Respect for Kenya’s laws, Partners and partnership sovereignty and cultural International • Support in facilitating diversity Organisations enhancement of cultural • Mutually beneficial exchanges. partnership • Timely information • Timely information dissemination dissemination • External Media • Access to information • Appropriate coverage of • Receive timely information cultural events • Timely release of information • Factual and objective reporting External National • Technical and professional • Approval of adequate Assembly input in matters of funding legislation • Timely enactment of • Efficient and accountable relevant legislation utilization of allocated • Harmonization of national

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Category Stakeholder Stakeholders’ expectation Ministry’s expectation

funds laws with regional and • Coordinated linkages with international laws international legislative bodies • Timely response to correspondence

External County • Active involvement and • Observance of protocol Governments consultations • Active collaboration • Timely facilitation • Identification and protection of various cultural expressions External Private Sector • Timely provision of • Support and mutual relevant information. collaboration. • Facilitation in the organization of and participation in international fairs and exhibitions • Awareness creation on existence of relevant treaties, conventions and agreements.

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Chapter 3 : STRATEGIC DIRECTION

3.1 Ministry’s Mandate, Vision, Mission and Core Values 3.1.1 Ministry’s Mandate

The Ministry’s mandate is derived from the Executive Order No. 1 of May 2016. The functions of the Ministry as delineated in the Executive Order are: Management of Kenya’s Foreign Policy; coordinating Regional Peace initiatives; Ratification/accession to, Depository and Custodian of all International Treaties, Agreements and Conventions where Kenya is party ; Promotion of Nairobi as a Hub for Multilateral Diplomacy; Lobbying for Kenya candidature in the International Governance System; Negotiation and Conclusion of Headquarters and Host Country Agreements with International Organizations and Agencies; Oversight over Attaches; Liaison with International and Regional Organizations; Management of Kenya’s Missions and Embassies Abroad; Liaison with Foreign Missions in Kenya; Administration of Diplomatic Privileges and Immunities; Coordination of State and Official Visits; Handling of Protocol Matters; Provision of Consular Services; Management of Joint Commissions with other Countries; Management of Bilateral and Multilateral Relations; Official Communications on Foreign Affairs and Global Issues; Facilitation of Kenya’s Migrant Labor; facilitation of Kenya’s Diaspora Issues.

3.1.2 Vision Statement

A peaceful, prosperous and globally competitive Kenya.

3.1.3 Mission Statement

To project, promote and protect Kenya’s interests and image globally through innovative diplomacy, and contribute towards a just, peaceful and equitable world.

3.1.4 Core Values

The Ministry is guided by the following core values: 1. Customer focus: We shall treat our customers with courtesy, respect and promptness. 2. Patriotism: Our staff shall exercise loyalty and uphold allegiance to the Republic of Kenya at all times.

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3. Team spirit: We shall promote teamwork to enhance service delivery. The Ministry will further inculcate a sense of shared and collective responsibility for the execution of its mandate. 4. Professionalism: Our members of staff shall exercise high level of professional competence and confidentiality in all their work. 5. Ethics and Integrity: We will embrace transparency and accountability in all operations of the Ministry. 6. Equity and fairness: We shall promote justice, impartiality and diversity in all our dealings.

3.2 The Strategic Model 3.2.1Ministry Strategic Objectives and Strategies The Ministry has formulated five strategic objectives to aid in the realization of the Cultural Diplomacy Agenda. These are to: 1. Respect and recognize cultural diversity and heritage; 2. Promote cultural exchanges and partnerships; 3. Promote global intercultural dialogue; 4. Promote sports and art diplomacy by recognizing the role of Kenyan artists, athletes and other sportsmen and women; and 5. Promote the recognition of Kiswahili as a continental and global language;

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3.2.2 Strategic Objectives and Strategies

Strategic Objective 1: To respect and recognize cultural diversity and heritage This objective seeks to boost understanding and respect of Kenya’s cultural diversity and heritage.

This objective will employ five strategies indicated below: - Strategy Strategic Thrust

1. Promote and protect Kenya’s • Leveraging on culture conventions that Kenya is a party Cultural heritage and diversity to have more sites and practices inscribed as well as to globally enhance protection of intellectual property rights • Collaborate with stakeholders to create awareness on the culture conventions that Kenya is a party to and the mechanisms available to protect cultural expressions. • Coordinate inter Agency Meetings to formulate country positions on culture • Coordinating Kenya’s participation in international Cultural Heritage Meetings • Capacity building of officers on protection of cultural heritage, diversity and intellectual property rights • Spearhead ratification of conventions that have implications on cultural matters 2. Enhance understanding of the This strategy will entail the following: people of Kenya and their culture • Collaborate with the Ministry of Sports, Culture and the Arts to identify artefacts from documented inventory of Kenya’s cultural heritage which may be replicated for the Missions for display. • Create awareness in partnership with stakeholders on the available mechanism of protection of culture. • Partner with relevant stakeholders including the mass media to create understanding of our culture and cultural heritage. • Build capacity of officers on cultural management practices to facilitate coordination of cultural activities in Missions 3. Promote use of culture, arts and This strategy will focus on use of Kenyan artefacts and sports as a tool for celebrating other cultural materials to all events which will positively

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national diversity profile Kenya including the national days and other events organized by Kenyan Diaspora. 4. Branding of the Ministry and • This strategy will focus on branding the Kenya Missions Kenya Missions to Promote the by providing/displaying Kenyan artefacts, films, face of Kenya abroad - one look, paintings, songs and have the same identity one feel (mural/colour scheme/same feel). Use of artefacts and other cultural materials will be linked to all events which will positively profile Kenya including the national days. • The Ministry will develop branding guidelines. Some of the elements to be considered in the guidelines will include; Standardized use of National symbols and colors in Kenya Missions; use of carvings, paintings, sculptures, films, songs, digital signage and literature; Standardized items in display cabinets and Standardized websites, official/business cards, lapel pins, stationery and other identifiers and invitation cards. • Collaborate with key stakeholders to identify and establish strategic Kenyan cultural centers in Kenya Missions abroad • Identify authentically branded Kenya gift packs for the Ministry of Foreign Affairs (CS, PS and Ambassadors/Heads of Directorates)

Strategic Objective 2: To Promote cultural exchanges and partnerships This strategic objective aims to ensure promotion of Kenyan cultural exchanges and partnerships both domestic and international. This objective will employ three strategies indicated below: - Strategy Strategic Thrust

1. Strengthen bilateral and This strategy aims at highlighting the importance of multilateral relations through cultural diplomacy in the international arena. The Cultural Diplomacy following activities will be implemented: • Negotiate and Conclude agreements with other partner states on cooperation in the field of culture. • Coordinate with Ministry of Sports, Culture and the Arts and Counties in matters of International Cooperation in implementation of 2005 Convention on Protection of Diversity of Cultural Practices. 19

• Coordinate Kenya’s participation at international cultural fairs/festivals and meetings. • Enhance partnership and collaboration with Regional and International Organizations charged with matters pertaining to culture e.g. UNESCO

2. Promote cultural exchanges This strategy will involve collaborating with partners and stakeholders to showcase and promote cultural

exchanges through dissemination of information on special events such as The Tegla Lorupe Peace Race, Maulid Cultural Festival, The Safari Rally, Lamu Cultural Festival, bull fighting in western Kenya, The International Camel Derby Festival and other Cultural events in Kenya 3. Promote Kenyan cultural This strategy will entail attending and giving cultural products gifts like jewelries, textiles and carvings at international conferences and events. Develop standardized gift packs for use during lobbying activities for Kenya’s candidatures to International Organisations.

Strategic Objective 3: To Promote global intercultural dialogue This strategic Objective aims at promoting cultural dialogue between Kenya and other countries at global level through the following strategy: Strategy Strategic Thrust

1. Enhance cultural exchanges This strategy entails: with other nations • Supporting Missions in their efforts to bring the best sportsmen and women, artists, writers, and other cultural icons to their audiences • Facilitate holding/participation in inbound/outbound forums of cultural expressions • Coordinate hosting of themed National Day Celebrations by Missions • Coordinate activities showcasing Kenyan culture through events organized by Kenya Mission abroad such as Tea/Coffee days;

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• Kenyan food fairs/Drinks; • Kenyan dance troupes photo exhibitions; Sports events; • Art and literature exhibitions/ Competitions; • Tree planting exercises/Flower exhibitions; • Kenya movie/film day; • Kenyan Cultural weeks; • Organize cultural visits for heads of diplomatic missions accredited to Kenya to various parts of the country.

Strategic Objective 4: To Promote sports and art diplomacy

This strategic objective aims to promote Kenya’s sports and Arts abroad. It employs four strategies: Strategy Strategic thrust

1 Mainstream the use of Cultural This strategy seeks to recognize the participation of Goodwill Ambassadors to renowned Kenyan Sports Men/Women and artists promote sports and art including the Kenyan Diaspora as good will Ambassadors diplomacy to promote Kenya’s image and prestige through sports and arts. In this regard, the Ministry will collaborate with relevant stakeholders to identify and designate Cultural Ambassadors. The Strategy further seeks to foster sports cooperation between the Ministry of Foreign Affairs and Diplomatic Corps by organizing an annual tournament

2 Promote participation of Kenyan This strategy will seek partnership amongst National teams abroad. Sporting Organs to develop a framework that supports participation of Kenyan teams abroad. 3 Promote Sports Tourism in The strategy seeks to use our missions abroad to market Kenya sports tourism and Kenya as home of renowned world athletic champions. The Strategy will also seek to create awareness on sports attraction sites and sporting facilities in Kenya.

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4 To promote exchange of sports This strategy seeks to promote exchange of sports experts experts through negotiation and conclusion of Sports Cooperation Agreements/ MOUs with interested countries

Strategic Objective 5: To Promote the recognition of Kiswahili as a continental and global language

This strategic objective aims at promoting the use of Kiswahili globally as an important tool of Kenya’s diplomacy.

This objective will employ the following strategies as indicated below:- Strategy Strategic Thrust

1. Lobby for the adoption of Kiswahili as This strategy seeks to proactively promote an UN language Kiswahili as a globally recognized language and will involve lobbying for regional and international support. 2. Promote Kiswahili language abroad This strategy aims at establishing partnership with stakeholders to develop policy/guidelines to standardize promotion of Kiswahili in missions abroad. The strategy will further facilitate identification of Kiswahili materials including movies, plays and TV shows in Kiswahili to be played at the missions’ waiting rooms Seek opportunities for prominent Swahili scholars in universities abroad The Ministry will partner with relevant institutions to develop a manual for basic Kiswahili teaching in Kenya Missions abroad.

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Chapter 4 : COORDINATION FRAMEWORK

The successful implementation of this Strategy will require full commitment and leadership from the top management and involvement and effort from the Staff of the Ministry and cooperation from relevant stakeholders. The Ministry will mobilize adequate resources which are critical for the realization of the strategic objectives set out in this Strategy.

4.1 Ministry of Foreign Affairs The Ministry has established a department responsible for coordinating the implementation of cultural diplomacy pillar. This department will therefore oversee the implementation of this strategy and will be the nexus with MDAs and other stakeholders involved in cultural heritage. The department will leverage on the country’s diplomatic footprint across the globe in ensuring that this Strategy is successfully implemented.

4.2 Cultural Ambassadors The Ministry will designate Cultural Ambassadors to serve on an honorary basis. Their role will inter-alia include the following: i. To build on the comparative advantage of the existing “Kenyan brand” in enhancing Kenya’s competitive edge for purposes of promoting national cohesion, national development and posterity. ii. To propel Kenya’s national image by increasing her Appeal and Visibility so that the country is better known, and more people in the world are aware of Kenya’s positive aspects. iii. To project strongly with clear and consistent messages about the values and aspirations of the Kenyan people: unity and prestige; peace and stability; freedom and liberty; justice and equity; pursuit of wellbeing and prosperity; Harambee spirit (pulling together); and celebration of diversity. iv. To promote the core principles that guide the conduct of Kenya’s international relations: peaceful co-existence with neighbours; resolution of conflicts by peaceful means; equality and sovereignty of all States; non-alignment in

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international affairs; rule-based international system; and justice and equity in the conduct of international relations. v. To develop projects that will catapult the five interlinked pillars of Kenya’s diplomacy

4.3 Ministries. Department and Agencies (MDAs) This Strategy aims to augment the existing policies and laws on cultural exchanges. The Ministry will therefore work closely with the relevant MDAs to create synergy and leverage on existing cultural programmes. It will also identify new and mutually beneficial opportunities for cooperation.

4.3 County Governments The Ministry will work closely with the Counties through the established Liaison, Parliamentary and County Affairs Department, which provides the link between the Ministry, County Governments and Parliament. This Ministry will therefore strengthen the collaborative mechanism to promote partnership with County Governments.

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Chapter 5 IMPLEMENTATION, MONITORING,

EVALUATION AND REPORTING

5.1 Monitoring, Evaluation and Reporting

5.1.1 An effective Monitoring and Evaluation system is critical for successful

implementation of this Cultural Diplomacy Strategy. Putting this into consideration, and to ensure efficient and effective implementation of the Strategy, the Ministry of Foreign Affairs will develop a monitoring and evaluation framework with clear key performance indicators to be monitored. The information generated will be used to check whether or not the strategic objectives and targets are on course and if there is need for adjustment to correct any inconsistencies.

5.1.2 The Monitoring process will entail identification of key output/outcome indicators for the strategic objectives and ongoing collection and analysis of data on these indicators both at headquarters and Kenya Missions.

5.1.3 At the end of the three years, this document will be subjected to an end term review through a participatory process with the aim of assessing whether the Ministry would have attained all its targets as set out in the Strategy and identify the shortcomings. The findings will inform the next Strategy development.

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5.2 Implementation Matrix Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL Strategic Objective 1: To respect and recognize cultural diversity and heritage Promote and Lobby to have more sites culture and MFA/BKB/KCB/ 0 0 0 0 0 0 protect Kenya’s and practices inscribed in cultural heritage MCSA/Min of Cultural culture conventions that given the Trade & heritage and Kenya is a party commensurate Industrialization diversity value (MTI)/Kenya globally Copyright Board/Kenya Industrial Property Institute/Mass Media

Collaborate with Increased MFA/MCSA/ 2 3 2 3 2 12 stakeholders to create awareness on the Kenya Copyright awareness the culture available Board conventions that Kenya is a mechanism of party to and the protection of mechanisms available to culture and protect cultural expressions cultural heritage Organize inter Agency collaboration and MFA 2 2 2 2 2 10 meetings on Cultural implementation of Diplomacy cultural diplomacy

Coordinate Kenya’s Improved MFA 3 3 4 4 5 19 participation in cooperation on international Cultural culture Heritage Meetings

Capacity building of Improved MFA 5 5 5 5 5 25 26

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL officers on protection of capacity on cultural heritage, diversity cultural and intellectual property management rights practices Spearhead ratification of Improved MF/MCSA 1 1 1 1 1 5 conventions that have cooperation on implications on cultural culture matters Undertake Improved MF/MCSA 4 4 6 8 8 30 domestic/Regional/ knowledge of International cultural Kenyan cultural exchange visits diversity Facilitate Improved MFA/MCSA 6 6 7 7 8 34 holding/participation in understanding of inbound/outbound forums Kenyan cultural of cultural expressions identity Enhance Collaborate with the Improved MFA/BKB/State 15 15 15 20 15 80 understanding Ministry of Sports, Culture knowledge of Dept. of Youth of the people of and the Arts to identify Kenya’s cultural Kenya and their artefacts from documented heritage culture inventory of Kenya’s cultural heritage which may be replicated for the Missions for display Partner with relevant Increased All Stakeholders 5 5 5 5 5 25 stakeholders including the understanding of mass media to create Kenyan culture understanding of our and cultural culture and cultural heritage. heritage. Build capacity of officers Improved MFA 5 5 5 5 5 25 on cultural management capacity on cultural 27

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL practices to facilitate management coordination of cultural practices activities in Missions Promote use of Develop, in collaboration Harmonised All Stakeholders 5 5 5 5 5 25 culture, arts and with stakeholders, a marketing of sports as a tool national framework for Kenya’s cultural for celebrating artists to provide sample heritage national products which can be diversity distributed to missions for display for marketing of cultural artefacts Identify cultural items such Enhanced All stakeholders 10 10 10 10 10 50 as coffee, tea, jewelries, marketing of textiles, etc. for gifts at Kenyan products international events Attend international Enhanced MFA 10 15 15 20 20 80 cultural events such as marketing of sports and athletics events Kenyan products and give cultural gifts like coffee, tea, jewelries, textiles, etc. Brand the Develop guidelines for Culturally rich MFA/BKB/Min of 2 1 1 1 1 6 Ministry and branding the missions One look one feel Housing Kenya Missions image to Promote the Coordinate branding of at Improved image MFA/BKB 20 20 30 20 20 70 face of Kenya least seven (7) missions by and visibility of abroad - one providing/displaying Kenyan cultural diversity look, one feel Kenyan artefacts, films, paintings, digital signage, songs and same identity Coordinate identification of Harmonized MFA/BKB/State 15 15 15 20 15 80 Kenyan artefacts, films, identity of Dept. of Youth Kenyan Missions 28

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL paintings, songs and literature which may be replicated in the Missions to have the same identity Collaborate with key Kenya’s culture All Stakeholders 20 20 20 30 30 120 stakeholders to identify and promoted establish strategic Kenyan cultural centres in Kenya Missions abroad. Strategic Objective 2: To Promote cultural exchanges and partnerships Strengthen Lobby and negotiate with Improved MFA/Kenya Tea 10 10 15 15 15 65 bilateral and countries which host major marketing of Board/Coffee multilateral marathons to have a Kenyan cultural Research Institute relations Kenyan coffee and tea as products through the official beverage, and to Cultural use Kenyan flowers for the Diplomacy winners’ garlands; and to give gifts at such events Negotiate and Conclude Enhanced MFA 0 0 0 0 0 0 agreements with other cooperation in the Line Ministries partner states on field of culture Relevant Agencies cooperation in the field of culture Coordinate with Ministry of Improved MFA 0 0 0 0 0 0 Sports, Culture and the Arts protection of MCSA Relevant and Counties in matters of Kenyan Cultural Agencies International Cooperation Heritage County in implementation of 2005 Governments Convention on Protection of Diversity of Cultural Practices Coordinate Kenya’s Improved MFA 3 3 4 4 5 19 29

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL participation at cooperation on international cultural culture fairs/festivals and meetings Facilitate participation in Improved MFA/MCSA 6 6 7 7 8 34 Regional and International understanding of forums on matters Kenyan cultural pertaining to culture identity

Enhanced collaboration on Culture Promote Undertake Improved MFA/MCSA 4 4 6 8 8 30 cultural domestic/Regional/ knowledge of exchanges International cultural Kenyan cultural exchange visits diversity

Promote Identify authentically Enhanced All stakeholders 10 10 10 10 10 50 Kenyan cultural branded Kenya gift packs marketing of products for the Ministry of Foreign Kenyan products Affairs (CS, PS and Ambassadors/Heads of Directorates) Facilitate attending and Enhanced All stakeholders 10 10 10 10 10 50 giving cultural gifts like marketing of jewelries, textiles and Kenyan cultural carvings at international products conferences and events Strategic Objective 3: To Promote global intercultural dialogue Enhance Support Missions in their MFA 2 2 2 2 2 10 cultural efforts to bring the best exchanges with sportsmen and women, other nations artists, writers, and other cultural icons to their 30

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL audiences Facilitate holding/ Improved MFA/MCSA 6 6 7 7 8 34 participation in understanding of inbound/outbound forums Kenyan cultural of cultural expressions identity Coordinate activities Enhanced MFA 10 15 15 20 20 80 showcasing Kenyan culture marketing of through events organized Kenyan products by Kenya Mission abroad Coordinate hosting of MFA 1 1 1 1 1 5 themed National Day Celebrations by Missions

Organize cultural visits for MFA 2 2 2 2 2 10 heads of diplomatic missions accredited to Kenya to various parts of the Country Strategic Objective 4: To Promote sports and art diplomacy Mainstream the Collaborate with relevant Improved image All Stakeholders 1 1 1 1 1 5 use of Cultural stakeholders to identify, and visibility of Goodwill designate and train Cultural Kenyan cultural Ambassadors to Ambassadors diversity promote sports internationally and art diplomacy

Promote Develop a working Enhanced MFA/AK/MSCA 3 1 1 1 1 7 participation of framework that supports collaboration in Kenyan teams participation of Kenyan access to athletes abroad. teams abroad and sportspersons during international 31

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL events Promote Sports Create awareness on sports Increased MFA/MCSA 2 3 2 3 2 12 Tourism in attraction sites and sporting awareness on Kenya facilities in Kenya sports attraction sites and sporting facilities in Kenya Use Kenya missions abroad Increased tourism MFA/MCSA/ KTB 0 0 0 0 0 0 to market sports and Kenya as home of renowned world athletic champions Promote Negotiate and conclude Enhanced MFA/MCSA 0 0 0 0 0 0 exchange of Sports Cooperation cooperation on sports experts Agreements/MOUs with Sports interested countries Strategic Objective 5: To Promote the recognition of Kiswahili as a continental and global language Lobby for the Lobby for regional and 0 0 0 0 0 0 adoption of international support Kiswahili as an towards adoption of UN language Kiswahili as an UN language Promote In collaboration with Standardized All Stakeholders 2 3 2 2 3 12 Kiswahili stakeholders, develop promotion of language policy/guidelines to Kiswahili abroad promote use of Kiswahili in missions Identify Kiswahili materials Enhanced use of All stakeholders 5 2 2 2 5 16 including movies, plays and Kiswahili abroad TV shows in Kiswahili to be played at the missions’ waiting rooms Seek opportunities for MFA/Min of 0 0 0 0 0 0 32

Strategy Programmes/Projects/ Expected Implementing Indicative Budget (Ksh.Million) Activities Output/ Agency(s) Outcome 2018/19 2019/20 2020/21 2021/22 2022/23 TOTAL prominent Swahili scholars Education in universities abroad partner with relevant 0 0 0 0 0 0 institutions to develop a manual for basic Kiswahili teaching in Kenya Missions abroad Establish Kiswahili MFA/Min of 1 1 1 1 1 5 Regional training Education programmes at FSA TOTAL 208 215 236 262 259 1,140

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