Kenya has stepped up efforts to attract more international
visitors as part of an ambitious plan to position the country as a top-tier
global travel destination, President William Ruto has said.
Speaking on Thursday during the 2025 Great
Wildebeest Migration Global Live Coverage at the Masai Mara Game Reserve, Ruto said the government has intensified her tourism promotion
campaign with a target of attracting five million international tourists
annually by 2027.
“We are expanding our tourism products beyond wildlife,
national parks, and beaches to include a wide array. Digital innovation, sports
and conference tourism, and culture are the new areas on offer,” he said.
The campaign, he added, seeks to market Kenya as not only
the home of human origin, but also a dynamic destination for adventure,
wildlife, innovation, beach holidays, culture, sports, and conference tourism.
The live broadcast, organised in partnership with China
Media Group Africa, showcased the annual Great Wildebeest Migration.
A world-renowned natural event that draws thousands of
tourists to the Masai Mara to witness herds of wildebeest battle
crocodile-infested rivers in their dramatic quest for survival.
Ruto said the global spectacle is a reminder of Kenya’s
unmatched natural beauty and an opportunity to reintroduce the country to the
world through purposeful and sustainable travel.
“Today’s historic broadcast is a powerful reminder of what
is possible when vision meets partnership.
It is also a call to the world to travel with purpose, to
preserve what is precious, and to pass on a healthier planet to future
generations,” he said.
Ruto noted that Masai Mara, which welcomes over 400,000
tourists annually, is the crown jewel of Kenya’s tourism industry and a shining
example of sustainable tourism, where local communities benefit directly, and
natural ecosystems thrive.
“We are focused on
tourism that enriches both the visitor and the host, and transforms travellers
into ambassadors for Kenya—a country proud of its wild beauty, conservation
achievements, and unbreakable spirit,” the President said.
President Ruto emphasised that Kenya’s conservation
leadership through biodiversity protection, habitat restoration, and community
involvement has made the country a global symbol of environmental stewardship.
He praised the strategic partnership with China, including
the Belt and Road Initiative, as a testament to how development and
environmental conservation can go hand in hand.
“Our partnership with China, and particularly with China
Media Group Africa, echoes this same philosophy that progress and conservation
can go together,” he said.
President Ruto said this surge reflects the global
confidence in Kenya’s tourism sector and highlights the country’s potential as
a world-class destination.
“Mara stands tall not just for its wildlife, but for the
warmth of the Maasai people, whose guardianship makes this landscape truly
unforgettable,” he said.
“To our friends across China, and to all watching around the
world, I invite you to explore our treasures from the thundering hooves of the
Mara to the calm shores of our coast, from snow-capped peaks to sunlit
savannahs.
"Kenya is open, radiant, and ready to share her soul with the
rest of the world.”
Tourism Cabinet Secretary Rebecca Miano, Narok Governor
Patrick Ntutu, and top officials from both governments were also present at the
event.
