Deputy President Kithure Kindiki has called for
diversification in Kenya’s tourism offerings, urging the sector to embrace
non-traditional attractions and innovative products to remain globally
competitive.
While acknowledging the continued appeal of Kenya’s
signature wildlife safaris, cultural heritage and coastal retreats, Kindiki
said the country must expand its portfolio to include new experiences that
appeal to a wider range of visitors.
“I commend the Ministry of Tourism’s efforts to drive the
astro-tourism initiative that takes advantage of Kenya’s equatorial
positioning. Desert safaris in areas such as Chalbi are also emerging as
significant opportunities to rival the Middle East and Asian markets,” he said.
He spoke at the opening ceremony of the 2025 Magical Kenya
Travel Expo (MKTE) in Nairobi on Thursday.
The Deputy President pointed to Kenya’s growing reputation
as the continent’s “Silicon Savannah,” saying the country could leverage its
innovation credentials to attract tech-driven tourism, particularly among young
entrepreneurs.
“We must develop new tourist products and exploit untapped
potential in non-traditional attractions and regions to spur the sector’s
growth. We must capitalise on the opportunities that intra-Africa tourism can
provide within the context of the African Continental Free Trade Area,” he
added.
Kindiki also stressed the need to market Kenya beyond its
wildlife brand, highlighting global icons and achievements that shape the
nation’s modern identity.
“Over and above the Kenya of the Big 5 is the Kenya of
M-Pesa and mobile money. The Kenya of Eliud Kipchoge, Wangari Maathai, and
innovation. Kenya’s identity is one of profound diversity,” he said.
He emphasised culture, sports, faith and heritage tourism as
key frontiers for growth, noting Kenya’s archaeological significance in Turkana
and the Rift Valley, as well as the richness of its 40-plus communities.
Despite steady growth, Kindiki noted that Kenya’s visitor
numbers lag behind continental rivals in North and South Africa.
Kenya remains ahead of East African neighbours but faces
rising competition, with Tanzania attracting 2.14 million visitors and Uganda
1.37 million in 2024.
“With Africa emerging as one of the strongest-performing
regions in global tourism recovery for 2025, we must do more to tap into this
growth and drive performance,” Kindiki urged.
The DP reiterated that the tourism sector is one of the
strongest drivers of economic growth in Kenya, with new figures pointing to
record gains in both visitor arrivals and revenue.
He said the country welcomed close to 2.4 million visitors
in 2024, representing a 15 per cent increase compared to 2023.
Revenues rose by 20 per cent to Sh452 billion (USD 3.5
billion), with domestic tourism cited as a key growth area.
“The World Travel & Tourism Council (WTTC) has revealed
that Kenya’s tourism sector is set to contribute a record Sh1.2 trillion (USD
9.3 billion) to the economy in 2025, equivalent to more than 7% of national Gross
Domestic Product (GDP)," he stated.
“The sector is also expected to support 1.7 million jobs in
2025 – maintaining over 8% of total national employment. These figures
translate into jobs for our youth, markets for our farmers, and sustained
customers for our Micro, Small, and Medium Enterprises (MSMEs).
