The government has unveiled an ambitious plan to position Kenya as Africa’s most preferred tourist destination, targeting Sh1 trillion in annual earnings from the sector.
Tourism Cabinet Secretary Rebecca Miano disclosed that the Ministry has embarked on a broad-based strategy to rejuvenate and expand the industry.
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Tourism and Wildlife Cabinet Secretary Rebecca Miano speaking at a past event
The government has unveiled an ambitious plan to position
Kenya as Africa’s most preferred tourist destination, targeting Sh1 trillion in
annual earnings from the sector.
Tourism Cabinet Secretary Rebecca Miano said the ministry
has embarked on a broad-based strategy to rejuvenate and expand the industry.
“The ministry has adopted a comprehensive and
future-oriented strategy to reposition Kenya as Africa’s most appealing tourism
destination,” Miano told senators on Wednesday.
At the core of the plan are measures to open up Kenya’s
airspace to more international airlines, diversify tourism products and
leverage digital marketing and smart technologies to enhance the country’s
visibility.
Kenya currently ranks fourth in Africa among countries that
have surpassed pre-Covid (2019) tourist arrival numbers, behind Tanzania, Ethiopia
and Morocco.
Historically, Kenya led in East Africa in 2024 with 2.4
million arrivals, followed by Tanzania (2.1 million), Mauritius (1.38 million),
Rwanda (1.36 million) and Uganda (1.3 million).
In 2024, the sector generated Sh452 billion, a 19.8 per cent
increase from Sh377.5 billion the previous year.
Under the new plan, the government seeks to grow both
arrivals and revenue, targeting Sh1 trillion annually by the 2027-28 financial
year.
The ministry aims to attract 5.5 million international visitors
and achieve 7.5 million domestic bed nights within two years.
Miano said the government is strengthening global air
connectivity and easing entry process.
Already, the government has inked a deal to allow for
connections into Kenya by international airlines such as Air Asia, Fly Dubai,
Air Indigo, Oman Air and Brussels Airlines.
This deal has expanded the country’s global access points.
“The rollout of the electronic travel authorization (ETA)
system in 2014 has streamlined visa issuance, reduced barriers to entry and
enhanced our competitiveness in attracting short-notice travellers,” Miano
said.
In addition, Turkish Airlines has been granted the necessary
licenses to resume flights to Mombasa, Kenya.
This means that tourists using this airline can fly directly
to Moi International Airport in Mombasa from Istanbul.
The introduction of the Transit Visa is also expected to tap
into a huge potential market to grow arrivals into Kenya.
“The Ministry of Tourism and Wildlife is also part of an
Inter-Agency Committee comprising ministries of Interior, Roads and Transport,
and National Treasury with relevant agencies to continuously improve travelers'
facilitation and experience at our major points of entry,” she said.
Kenya is broadening its tourism offerings beyond the
traditional wildlife and beach products.
The government has shifted its focus to niche segments such
as cultural heritage tourism, showcasing Kenya's rich traditions and
communities.
Adventure tourism—including hiking, biking and extreme
sports—is also being promoted, while cruise tourism has recorded a 163.5 per
cent growth in 2024, signaling a vibrant recovery.
“However, Safari and Beach will continue to be key drivers
of tourism numbers for Kenya even as we diversify into other products that
Kenya has to offer,” the CS said.
The ministry is also developing and supporting new products
and innovations in tourism.
They include the development of viewpoints and observation
decks to allow visitors to appreciate the breathtaking landscapes, such as the
Great Rift Valley, mountains and hills.
Increased investment by global hotel chains across the
country, particularly along the Kenyan Coast, world-class mountain climbing,
trekking, hiking and cycling trails equipped with resting places, sanitary
facilities and accommodation, Wi-Fi, signage and Instagrammable spots.
Through the Magical Kenya brand, the Kenya Tourism Board has
expanded its digital presence using social media, influencer collaborations and
targeted campaigns to tap into high-potential markets.
The ministry is also investing in AI-driven smart tourism
platforms to personalise and optimise visitor experiences.
To build sustainability, the ministry is establishing a
Youth in Tourism and Conservation Innovation Hub to empower young people as
agents of change in the sector.
It is also supporting community-based tourism by equipping
small operators, artisans and guides with training, financing linkages and
market access.
“We are working closely with county governments to integrate
more rural and peri-urban areas into the tourism ecosystem,” the CS added.
INSTANT ANALYSIS
These initiatives are structured to ensure that as tourism
grows, it uplifts Kenyan lives across all regions and income levels. This is at
the heart of the Bottom-Up Economic Transformation Agenda, which the ministry
has fully embraced. The ministry remains deeply committed to sustaining the
growth of the tourism sector through innovation, inclusive participation and
partnerships. The positive performance witnessed in 2024 affirms the resilience
and potential of the sector.
