Kenya has unveiled an ambitious plan to position itself as Africa’s leading tourist destination, with the government targeting Sh1 trillion in annual earnings by the 2027/28 financial year.
Tourism Cabinet Secretary Rebecca Miano told senators that the ministry has adopted a multi-faceted strategy to rejuvenate the industry, which generated Sh452 billion in 2024, up 19.8% from the previous year. Kenya currently ranks fourth in Africa for post-Covid recovery, behind Tanzania, Ethiopia, and Morocco.
At the heart of the plan is enhanced global air connectivity. Kenya has signed agreements with international airlines including Air Asia, Fly Dubai, Air Indigo, Oman Air, and Brussels Airlines. Turkish Airlines has also resumed direct flights to Mombasa, while the government has rolled out electronic travel authorization (ETA) and introduced a new Transit Visa to ease entry.
The ministry is also diversifying tourism offerings. Beyond the traditional safari and beach attractions, Kenya is promoting cultural heritage tourism, adventure tourism, and cruise tourism, which saw a 163.5% growth in 2024. New investments include observation decks at scenic viewpoints, world-class hiking and cycling trails, and expanded luxury hotel chains along the Coast.
To tap into new markets, the Kenya Tourism Board is strengthening the Magical Kenya brand through influencer collaborations, digital campaigns, and AI-driven platforms to personalise visitor experiences.
Sustainability remains central to the plan. The ministry is launching a Youth in Tourism and Conservation Innovation Hub and promoting community-based tourism by empowering local artisans, guides, and small operators with training and financing. Collaboration with county governments is also integrating rural areas into the tourism ecosystem.
Miano emphasized that these initiatives align with the Bottom-Up Economic Transformation Agenda, ensuring that tourism growth benefits Kenyans across regions and income levels.
With a target of 5.5 million international arrivals and 7.5 million domestic bed nights within two years, Kenya is charting a bold path to reclaim its top spot as Africa’s premier tourism hub.
