NAIROBI, Kenya- Tourism and Wildlife Cabinet Secretary Rebecca Miano has urged Parliament to come up with policies that help streamline the tourism sector and help Kenya realize the target of attracting 5.5 million tourists annually.
Miano, who spoke during a meeting with the Tourism committee chaired by Kareke Mbiuki in Mombasa, said that well-laid out policies will play a key role in helping Kenya to unlock hidden gems that will be vital in growing tourism.
“Parliament has a critical role to play in shaping policies that streamline tourism operations, attract investment, and make Kenya more competitive globally. With the right frameworks in place, we can confidently achieve the 5.5 million tourist target and position our country as the best place to visit,” Miano said.
At the same time, Miano noted the recently launched “Origin of Wonder” narrative came at the right time, as it helped in shifting tourism from the usual traditional safaris to new innovative tourism aspects.
She noted that the refreshed Magical Kenya narrative will amplify the nation’s unique story while empowering young people to serve as digital creators, entrepreneurs, and storytellers who can market the destination to the world.
“This vision is not just about increasing visitor numbers; it is about telling our story authentically, creating opportunities for our youth, and ensuring tourism benefits communities across the country,” she added.
The task force overseeing the rebrand was formally gazetted in August 2025, granting it legal authority to reposition Kenya as a world-class, inclusive, and youth-driven destination.
Its mandate includes strengthening national brand identity, building investor confidence, and expanding global partnerships.
Miano stressed that collaboration between government agencies, the private sector, development partners, and legislators will be essential in driving sustainable growth.
Miano reiterated that supportive policies will accelerate progress and reinforce Kenya’s standing on the global stage.
“With Parliament’s support, we can transform our tourism sector into a powerful economic engine and firmly establish Kenya as not only Africa’s leading destination but a must-visit location for travelers worldwide,” she said.
