Kenya targets 5.5 million tourists in next two years

In the joint exercise, the country expects to earn Ksh.1.1 trillion and double employment opportunities. 

This came as the Ministry established the Tourism Brand Repositioning Taskforce whose mandate is to reimagine, refresh, and reposition Kenya’s tourism brand.

According to Tourism and Wildlife Cabinet Secretary Rebecca Miano, the country has high potential in the tourism sector which could be achieved through collaboration with the counties.

Miano noted that last year, the country attracted over 2.5m international visitors, a number which would be doubled by 2028 through the joint pact.

“With this growth, our ambition is to double employment in the sector, creating meaningful and sustainable opportunities, particularly for our youth,” she said.

The CS was speaking in Naivasha during a sensitization workshop with board members of the Tourism Brand Repositioning Taskforce and the Council of Governors.

Miano said that globally, 1.4B tourists travelled in 2024 with 74m visiting Africa while Kenya received 2.4m of the visitors, accounting for only 3.2 percent.

To increase the number of visitors, Miano said that the Ministry and counties must co-create programmes and support one another to unlock the full growth potential of the tourism sector.

“Counties should prioritize the development and diversification of competitive tourism products at the county level, while the Government focuses on the development of strategic and flagship tourism products,” she said.

On her part, the Chair Tourism Brand Repositioning Taskforce Ann Musangi said that they would be working closely with counties to address challenges facing the tourism sector.

She challenged counties to showcase their potential noting that the county had massive and untapped prospects which could increase the number of local and international tourists.

“We shall be working with counties to identify and address their challenges so that we can increase the number of tourists to the country,” she said.

On his part, the CEC for Trade and Tourism Muhammed Osman Ali said that counties would support the initiative so that the country could hit 5.5m visitors.

“This rebranding effort will unlock the potential of Kenya’s youth—not only as travellers, but as storytellers, innovators, and custodians of our natural and cultural heritage,” he said.