NAIROBI, Kenya – Tourism and Wildlife Cabinet Secretary Rebecca Miano has urged county governments to develop and promote diverse tourism products as Kenya races to meet its ambitious tourism targets by 2028.
Speaking during a stakeholder meeting with the Council of Governors (CoG) at the Wildlife Research Training Institute in Naivasha, Miano emphasized that counties hold the key to unlocking the country’s tourism potential.
She said most of Kenya’s attractions remain under-promoted and under-utilized.
“Kenya’s tourism opportunity is immense, yet much of our rich and diverse attractions remain under-promoted and under-utilized,” Miano said, stressing the need for counties to package and market unique experiences across all seasons.
Miano said tourism growth will depend on counties actively identifying local attractions—ranging from wildlife and landscapes to cultural, heritage, adventure, and community-based tourism—and turning them into marketable products.
📌Naivasha,Nakuru County.Rebranding Magical Kenya,the Origin of Wonder!We’ve had a strategic engagement with the Council of Governors teams, represented by their respective County Executive Committee (CEC) Members for tourism and the Brand Repositioning Taskforce to align
She highlighted that although 1.4 billion tourists travelled globally in 2024, Africa captured only 5.3% of those arrivals, while Kenya received 2.4 million visitors.
The figures, she said, underline Kenya’s untapped potential and the role counties must play in boosting arrivals.
The Cabinet Secretary urged counties to take advantage of the ongoing national exercise to map tourism products and experiences.
She said the data will guide better product management, targeted marketing, and investment decisions.
“The data from this mapping exercise will help us understand gaps, challenges, and opportunities, and will be shared with counties to inform decision-making,” Miano added.
She also urged counties, circuits, and regions to strengthen their destination brands, noting that strong county brands would collectively enrich the Magical Kenya brand and reposition Kenya as a year-round destination.
Miano further highlighted tourism’s role in job creation, especially for youth. With the sector expected to grow, she said Kenya aims to double tourism employment by creating opportunities for young entrepreneurs, digital creators, innovators, and storytellers.
She called for full county support for the Tourism Brand Repositioning Taskforce, saying collaboration between national and county governments is essential to reshape Kenya’s tourism narrative and attract more investment.
“Together, we can unlock new tourism frontiers, grow arrivals and revenue, and ensure tourism becomes a powerful driver of inclusive growth and youth employment,” she concluded.
