CS Miano outlines strategy to revive, diversify Kenya’s tourism sector
In East Africa, Kenya led with 2.4 million visitors in 2024, ahead of Tanzania (2.1 million), Mauritius (1.38 million), Rwanda (1.36 million) and Uganda (1.3 million).
Kenya is setting an ambitious course to become the continent’s leading tourism destination, aiming to generate Sh1 trillion in annual revenue from the sector within the next three years.
Tourism Cabinet Secretary Rebecca Miano told Senators on Thursday that the government has put in place a broad strategy to rejuvenate the industry, increase visitor numbers and diversify tourism offerings.
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Miano said the plan seeks to make Kenya stand out as Africa’s most attractive destination by combining innovation, inclusivity and sustainability.
“The ministry has adopted a comprehensive and future-oriented strategy to reposition Kenya as Africa’s most appealing tourism destination,” she told the Senate.
Key components of the strategy include expanding international airline access, diversifying tourism products beyond traditional safaris and beaches, and using digital technologies to reach global markets.
Kenya is currently fourth in Africa among countries that have exceeded pre-COVID-19 tourist arrivals, behind Tanzania, Ethiopia and Morocco.
In East Africa, it led with 2.4 million visitors in 2024, ahead of Tanzania (2.1 million), Mauritius (1.38 million), Rwanda (1.36 million) and Uganda (1.3 million).
Tourism earnings rose to Sh452 billion in 2024, up from Sh377.5 billion in 2023, reflecting a 19.8 per cent increase.
The ministry now aims to attract 5.5 million international tourists and achieve 7.5 million domestic bed nights within two years.
Miano highlighted the importance of improving global connectivity, streamlining entry procedures and supporting new markets.
The government has signed agreements to allow international carriers, including Air Asia, Fly Dubai, Air Indigo, Oman Air and Brussels Airlines to connect directly to Kenya.
“The rollout of the electronic travel authorisation system in 2014 has streamlined visa issuance, reduced barriers to entry and enhanced our competitiveness in attracting short-notice travellers,” Miano said.
Answering questions from Senator Joyce Korir, Miano noted that the sector had its best performance in over a decade. International arrivals grew 14.6 per cent from 2.08 million in 2023 to 2.4 million in 2024, while revenue rose from Sh377 billion to Sh452 billion.
Domestic tourism also saw progress, with bed-nights rising from 4.6 million to 5.17 million, while cruise tourism increased by 163.5 per cent, with more than 6,500 visitors docking at Kenyan ports.
The growth, Miano said, was driven by enhanced air connectivity, the Electronic Travel Authorisation system, stronger marketing through the Magical Kenya brand, and diversification of tourism products including cultural heritage, sports tourism, cruise travel and destination weddings.
She dismissed reports of declining arrivals, emphasising that Kenya remains East Africa’s top destination and ranks among the top four African countries, exceeding pre-pandemic tourist numbers.
The strategy also focuses on expanding airline routes, supporting youth-led digital initiatives, empowering MSMEs and communities under the Bottom-Up Economic Transformation Agenda, improving infrastructure and safety in tourist areas, and strengthening the Meetings, Incentives, Conferences and Exhibitions (MICE) sector, which contributed 27 per cent of arrivals in 2024.
“Tourism must uplift Kenyan lives across all regions and income levels. Our strategies are anchored on inclusivity, sustainability and innovation. With continued implementation, Kenya will not only meet but surpass its 2027/28 targets,” Miano said.
Senator Korir welcomed the detailed briefing, urging the ministry to ensure that communities benefiting from key attractions share equitably in tourism revenues. Senators also called for sustained efforts in marketing, infrastructure and security to consolidate Kenya’s position as a global tourism leader.
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