Kenya has intensified its campaign to attract five million international tourists annually by 2027, with President William Ruto unveiling an ambitious tourism diversification strategy during the 2025 Great Wildebeest Migration Global Live Coverage at the iconic Masai Mara Game Reserve.
Speaking at the event, President Ruto emphasized the government’s commitment to repositioning Kenya as a top-tier global destination by expanding its tourism portfolio beyond traditional attractions such as wildlife, national parks, and beaches.
“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,” Ruto said.
The live event, organized in partnership with China Media Group Africa, showcased the world-famous wildebeest migration an awe-inspiring natural phenomenon that annually draws thousands to the Mara. Ruto described the live broadcast as a symbol of purposeful tourism, aimed at both celebrating Kenya’s beauty and promoting sustainable travel.
In 2024, Kenya recorded 2.4 million international visitors, a 15% increase from the previous year. The government aims to more than double this figure within three years. President Ruto attributed the rise to growing global confidence in Kenya’s tourism industry and highlighted the country’s strengths in conservation and community-based tourism.
“The Masai Mara is not only the crown jewel of our tourism but also a model of sustainable tourism where local communities benefit directly,” said Ruto, lauding the Maasai community for their vital role in preserving Kenya’s natural and cultural heritage.
The President also hailed Kenya’s strategic partnerships, particularly with China under the Belt and Road Initiative, as examples of how environmental conservation and development can complement each other.
As Kenya works to broaden its appeal, the campaign urges the world to view the country as more than a safari destination. “From the thundering hooves of the Mara to our calm coastal shores and vibrant cultures, Kenya is open, radiant, and ready to share her soul with the rest of the world,” Ruto declared.
Tourism Cabinet Secretary Rebecca Miano, Narok Governor Patrick Ntutu, and other dignitaries also attended the landmark event.
