Kenya is setting its sights on attracting 5.5 million international tourists over the next two years, following a collaborative initiative between the national government and county authorities. The ambitious plan aims to boost tourism revenues to Ksh. 1.1 trillion and create more sustainable employment opportunities in the sector.
The Ministry of Wildlife and Tourism has established a new Tourism Brand Repositioning Taskforce, which will play a pivotal role in refreshing and repositioning Kenya’s global tourism brand. The taskforce’s mandate is to diversify and enhance Kenya’s tourism offerings, ensuring the country becomes a top destination for travelers worldwide.
Tourism and Wildlife Cabinet Secretary Rebecca Miano, who spoke at a workshop in Naivasha with board members of the taskforce and the Council of Governors, highlighted the country’s high potential in tourism. “We aim to double the number of international tourists and, with it, employment opportunities in the sector, especially for our youth,” she said.
In 2025, Kenya attracted 2.5 million international visitors, and the goal is to reach 5.5 million tourists by 2028. Despite receiving 2.4 million visitors in 2024, Kenya accounts for only 3.2% of Africa’s total tourism traffic, which stood at 74 million that year. To tap into a larger share of this market, Miano emphasized the importance of collaboration between the national government and county governments.
“Counties must prioritize developing competitive tourism products at the local level, while the national government focuses on strategic tourism products,” she explained.
Ann Musangi, the chairperson of the Tourism Brand Repositioning Taskforce, expressed confidence in working closely with counties to address sector challenges and unlock the untapped tourism potential in various regions. “We will work with counties to improve infrastructure and showcase their unique offerings to attract both local and international visitors,” she said.
The initiative also aims to empower Kenya’s youth by involving them in tourism, not just as travelers, but as storytellers, innovators, and guardians of the country’s rich natural and cultural heritage. Muhammed Osman Ali, CEC for Trade and Tourism, emphasized that this rebranding effort would also provide the youth with opportunities to contribute to the sector in meaningful ways.
As Kenya moves forward with this ambitious target, the focus will be on diversifying tourism, including nature, culture, and sustainable eco-tourism, while ensuring that local communities benefit from the growth of the sector.
