Rethinking Business and Tourism Through Kenyan Identity with Jeremiah Mutisya
What if tourism could redefine national identity and still be good business?
In this week’s episode of the Brown Business podcast, we dive deep into a powerful conversation with Jeremiah Mutisya, CEO of Saruni Basecamp, a leading sustainable tourism enterprise in Kenya, that challenges conventional thinking around tourism, entrepreneurship, and what it means to build something truly by the people, for the people. If you’re curious about how purpose and profit can coexis and how local identity can become a driver for global impact, this episode is for you.
With over 27 years of operation, Saruni Basecamp has set itself apart by integrating conservation, local empowerment, and responsible tourism across iconic Kenyan landscapes like the Maasai Mara and Samburu. This tourism enterprise has shifted from being just another safari operator to becoming a beacon of ethical entrepreneurship in East Africa.
The discussion centers on a compelling model of community-based tourism in Kenya, where the business isn’t just about safaris and scenic landscapes, it’s about ownership, dignity, and co-creation.
At the heart of the conversation is a radical business philosophy: true sustainability comes from local ownership. Operating in iconic regions like the Maasai Mara and Samburu, Saruni doesn’t impose change. It nurtures it from within. With a workforce made up of over 425 Kenyans, most of them from indigenous communities, the enterprise has proven that you don’t need to sacrifice growth for integrity. In fact, by deeply involving local voices in decision-making, they’ve expanded from one small site to 13 across the country.
But this isn’t just a business story. It’s a reflection on Kenyaness; on how identity, culture, and pride can shape entrepreneurial ecosystems. Kenya, a country of over 40 tribes, stands as a mosaic of cultures. The conversation explores how this diversity, often overlooked in business discourse, becomes a strategic advantage when celebrated, not erased. What emerges is a nuanced, deeply local understanding of hospitality, conservation, and what it means to leave something better than you found it.
Guests don’t just leave Saruni with photos of lions; they leave with a profound emotional and cultural connection. They encounter communities that don’t view visitors as wallets, but as fellow humans, exchanging knowledge, stories, and respect.
The episode also tackles some hard truths: the impatience of top-down leadership, the myth that inclusion slows down innovation, and the persistent idea that outsiders know better. Through Saruni’s journey, we learn that listening takes time, but it builds a legacy. And in a world chasing speed, that’s a radical idea.
So what can the rest of Africa and the world learn from this model? That inclusion isn’t charity. It’s strategy. That culture isn’t a performance. It’s an asset. And that national identity, when embraced authentically, can become the foundation of a powerful, future-facing business.
Tune in to hear how redefining “Kenyaness” could be the blueprint for sustainable growth in tourism and beyond.
Produced by Global Indian Series for the Global Indian Network.
Script by Rajan Nazran
original idea: Rajan Nazran
Introduction music: (https://freesound.org/people/Timbre)
About Jeremiah Mutisya
Jeremiah Mutisya is the Chief Executive Officer of Saruni Basecamp, driven by a passion for expanding the limits of possibility and inspiring others to build a better future. He views innovation as a powerful driver of transformation and is committed to using it as a tool to create a meaningful difference in the world.
In his leadership journey, Jeremiah cultivates an environment that values imagination and inquisitiveness. He motivates his teams to question conventional approaches and seek fresh, forward-thinking solutions. Over the years, he has consistently been a leader in embracing innovation, leveraging emerging technologies and introducing pioneering strategies to remain ahead of industry shifts. His proactive approach to spotting new trends has helped guide organizations toward long-term, sustainable progress.
With a vision grounded in purpose, Jeremiah remains deeply committed to positively influencing lives. He believes that significant accomplishments are built on strong collaboration and mutual trust. As a leader, he prioritizes the empowerment and growth of his teams, recognizing their vital role in achieving organizational success. By equipping them with the right tools, freedom, and encouragement, he creates a space where individuals are inspired to excel and contribute meaningfully.
Jeremiah’s overarching mission is to create lasting, positive change. He actively seeks out opportunities that resonate with his values, whether through mentoring rising leaders or supporting initiatives that tackle critical social issues. His dedication to making a difference is evident in both his professional work and his broader efforts to give back and uplift others.
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