The Ministry of Tourism and Wildlife is setting ambitious goals to significantly boost the number of tourists visiting Kenya, with a target of increasing arrivals from the current 2.086 million to 5 million by 2027.
This plan was unveiled by Tourism and Wildlife Cabinet Secretary Rebecca Miano during a meeting with officials from the Kenya Tourism Federation and Kenya Tourist Guides.
Miano emphasized the importance of partnerships with various stakeholders to achieve this growth, which is also expected to double tourism revenue from KSh 352 billion to KSh 824 billion annually. “My commitment is to build synergies with the private sector to develop a common approach in transforming the tourism sector to be the number one contributor of foreign exchange earnings, job creation, and GDP growth,” she stated.
The CS praised the private sector’s role in hosting and participating in local and international events, marketing campaigns, policy advocacy, and developing innovative tourism products. She highlighted the need for continuous collaboration to ensure the tourism sector reaches its full potential.
As part of these efforts, Miano revealed that her ministry is in the process of developing a National Tourism Strategy, which will include initiatives aimed at boosting domestic tourism.
She noted that the ministry is working on incentives for affordable travel and accommodation to support domestic tourism growth.
An annual calendar of tourism events is also being developed to promote tourism year-round. Miano announced plans to launch the “Tembea Kenya” campaign soon, aimed at encouraging more Kenyans to explore the country’s diverse attractions.
In addition, the upcoming UN World Tourism Day on September 27, 2024, will be a key event in promoting both domestic and international tourism.
The CS shared that tourism ministry has engaged various counties to bid for hosting the event, with plans to celebrate the day across all counties.
Miano also emphasized the importance of digitizing the tourism sector, with initiatives underway to develop virtual tours and a Tourist App that will provide information on attractions and offer digitized guided tours.
The ministry is also exploring financing mechanisms to support sector growth.
“We are committed to developing virtual tours and the Tourist App, which will provide recommendations, information on attractions, and digitized guided tours,” she said.
The ministry’s comprehensive strategy, coupled with strong public-private partnerships, is expected to drive the growth of Kenya’s tourism sector, positioning it as a key contributor to the country’s economic development.