Kenya’s western tourist circuit is referred to as the country’s “best kept secret” because of the presence of natural and cultural attractions that have not been exploited for development of various forms of sustainable tourism. The circuit is home to historical and archeological sites; caves, freshwater bodies including L. Victoria; inland beaches, tropical rain forest, indigenous forest ecosystems, wetland ecosystems, hills and mountains, islands, water falls, national parks and game reserves, nature conservancies, museums and diverse cultures, among others. Despite the presence of these treasures, the destination is one of the least competitive in tourism as most tourists to Kenya prefer coastal beaches and selected protected areas. This study was mounted to explore innovative options for transforming the circuit into a globally competitive tourist destination while improving the welfare of local communities that are currently living in poverty. A total of 9 out of 12 counties in the circuit were randomly sampled for the survey that involved 114 representatives of non-state actors. The cross-sectional survey revealed that the region has huge potential for various forms of sustainable tourism of which only very little has been harnessed. The study established that some non-state actors are already involved in promotion of ecotourism through forest conservation initiatives, provision of tour guiding services, provision of accommodation facilities such as home stays, guest houses and eco-lodges; diversification of tourist attractions; provision of amenities and enhancing accessibility. This paper argues that the circuit’s treasures are the foundation upon which community-based ecotourism and other forms