Jackline Cherop: Overcoming Hardships To Conquer The Kenyan Travel Industry Against All Odds

In remote villages, where girls are expected to fetch water before dawn, not books before school, where dreams are too often stitched into silence by outdated practices like female genital mutilation, carving invisible scars into the futures of young girls, Jackline Cherop chose a different path. Overcoming every odd that destiny threw her way, Jackline is today a businesswoman and the founder of Densey Tours & Travel.

However, the early years were a far cry from her happy present. Hailing from the rugged slopes of Mount Elgon in western Kenya, she was raised by her grandparents. Jackline grew up in a humble rural setting as the youngest of six siblings, where poverty shadowed her steps, the weight of growing up without parents pressed on her shoulders, and a community where education for girls was often undervalued. Her grandparents instilled in her enduring values of hard work, humility, faith, and resilience.

Belonging to the Sabaot community, a sub-group of the Kalenjin, Jackline witnessed the impact of outdated cultural practices like female genital mutilation, which limited opportunities for many girls around her. Determined to break this cycle, she saw education as her only escape and committed herself fully, believing it could change her story one day and that of others like her.

Self-belief driven Jackline not only leads a successful travel company but also uses her platform to empower women and challenge harmful traditions through entrepreneurship, mentorship, and advocacy.

TELL US ABOUT YOUR 15-YEAR-LONG PROFESSIONAL JOURNEY IN THE TRAVEL SPACE AND THE MOST CRUCIAL TURNING POINTS THROUGHOUT THIS JOURNEY.

My journey into the travel industry began after high school. I attended Kenya Utalii College, the top institution for tourism and hospitality training in Kenya. After earning a diploma in travel and tourism, I was hands-on, practical, which instilled discipline and professionalism in me.

I spent about seven to eight years working with different travel agencies after graduation. That period taught me everything from client handling to ticketing, crisis management, and understanding gaps in the market. It also gave me a front-row seat to the highs and lows of the tourism industry in Kenya.

Always start where you are, use what you have, and stay consistent, because i believe in building steadily, staying grounded, and keeping the plan at the center

Eventually, after becoming a mother of two and taking a short break, I felt it was time to start something of my own, and that's how I established Densey Tours & Travels. With the vision to create something that reflected my values and experiences, I built the company around community based tourism which would create a real social impact.

INTRODUCE US TO DENSEY TOURS & TRAVEL. WHAT KEY RESPONSIBILITIES DO YOU SHOULDER AS THE COMPANY’S CEO?

Densey Tours & Travel is a fully serviced travel agency, registered with IATA and also locally with the Kenya Association of Travel Agents and Tour Operators. We specialize in corporate travel, leisure trips, and customized group travel, both locally and internationally. We aim to provide seamless, reliable, and memorable experiences.

As the CEO, I hold both strategic and hands-on duties, involved in everything, from accounts to client relations. I oversee the full business operations, lead a team of over 10 employees, and ensure our clients are satisfied. I regularly engage with them, visit when needed, and help maintain strong relationships.

I am further responsible for product development, ensuring our team knows what we are offering and that our packages reflect current trends and client needs. I manage key partnerships with hotels, airlines, and other suppliers to keep our service standards consistent. I also lead efforts in identifying new markets and expanding our global reach, while staying on top of industry trends.

WHAT KEY SPECIALIZATION DO YOU BRING TO THE TABLE AS A LEADER IN THE KENYAN TRAVEL LANDSCAPE?

At Densey Tours & Travels, we focus on corporate travel management, leisure travel, and tailor-made group experiences. Over the years, I have understood what clients need to make their trips seamless and memorable. We design packages that are not only efficient but also deliver great value for business, leisure, or culturally focused travel.

I prioritize attention to detail, and with that mindset, I maintain high standards in client service. We are also constantly evolving as the world changes, adapting new technologies like mobile apps and AI, especially since a lot of our clients now are Gen Z. They are fast, digital, and expect smart solutions. We have also been doing destination planning for years and continue to make travel easier and more exciting for our guests.

WHAT KEY BUSINESS CHALLENGES DO YOU ENCOUNTER WHILE LEADING DENSEY TOURS & TRAVEL?

Starting Densey Tours & Travel came with its fair share of challenges. One of the biggest has been navigating the unpredictability of the travel industry, global events, political instability, airline and hotel policy changes, which impact our operations. You constantly have to adapt.

African political tension discourages travel, which affects us directly. Another one is managing client expectations, especially with the younger generation who are tech-savvy and expect transparency, personalization, and exceptional service.

As an IATA-certified agency that deals with significant cash flows, financial challenges are real. Currency fluctuations, particularly for international travelers, can also impact pricing and client satisfaction. However, Densey Tours & Travel has evolved to become agile, strategic, and client-focused, despite the cost of technology, fostering a resilient and responsible company that continues to grow.

HOW DO YOU FORESEE THE KENYAN TRAVEL INDUSTRY EVOLVING IN THE YEARS TO COME?

The future of Kenya's travel sector is promising due to improved digital connectivity, mobile access, and a growing middle class, as travel is becoming a normal part of life apart from routine work. Technology has made travel more accessible as people can book trips right from their phones, and sustainability is a major focus as hotels and airlines are more eco-conscious. Domestic tourism has grown, with campaigns like Magical Kenya attracting locals exploring their own country. Hybrid travel is also gaining popularity, combining virtual and physical experiences for cost management. The industry must adapt to new expectations and invest in infrastructure and innovation.

Jackline Cherop, CEO, Densey Tours & Travels

Jackline Cherop, the CEO of Densey Tours & Travels, has over a decade of experience in the industry, building a trusted brand known for its community-based travel experiences with social impact. She established a renowned Kenyan travel agency known for its personalized service, attention to detail, and commitment to sustainable tourism. Shattering all barriers, Jackline's strategic and hands-on role includes overseeing business operations, client relationship management, and product development, making travel accessible for all.