NAIVASHA, Kenya — Kenya is targeting 5.5 million international tourists over the next two years under a joint national and county government strategy aimed at revitalising the tourism sector.
The Ministry of Tourism and Wildlife said the plan is expected to generate Sh1.1 trillion in tourism earnings and double employment across the sector.
The push follows the establishment of the Tourism Brand Repositioning Taskforce, which has been mandated to reimagine, refresh, and reposition Kenya’s tourism brand in global markets.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the sector has significant untapped potential that can only be unlocked through close collaboration between the national and county governments.
Last year, Kenya attracted more than 2.5 million international visitors. Miano said the figure is expected to double by 2028 if the joint framework is fully implemented.
“With this growth, our ambition is to double employment in the sector, creating meaningful and sustainable opportunities, particularly for our youth,” Miano said.
She was speaking in Naivasha during a sensitisation workshop bringing together members of the Tourism Brand Repositioning Taskforce and the Council of Governors.
Miano noted that global tourism continues to rebound strongly. An estimated 1.4 billion tourists travelled worldwide in 2024, with 74 million visiting Africa.
Kenya received about 2.4 million of those visitors, accounting for roughly 3.2pc of total arrivals to the continent.
“To grow our numbers, the Ministry and counties must co-create programmes and support one another,” Miano said. “That is how we unlock the full growth potential of the sector.”
She said counties should focus on developing and diversifying competitive tourism products at the local level, while the national government concentrates on strategic and flagship attractions with global appeal.
Tourism Brand Repositioning Taskforce chairperson Ann Musangi said the team will work closely with counties to address long-standing challenges affecting the sector.
She urged county governments to actively market their tourism assets, noting that many regions have vast but underutilised attractions.
“We shall be working with counties to identify and address their challenges so that we can increase the number of tourists to the country,” Musangi said.
County governments have pledged support for the initiative.
Trade and Tourism CEC Muhammed Osman Ali said counties are committed to aligning their development plans with the national rebranding strategy.
“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.
The rebranding drive comes as Kenya seeks to strengthen tourism’s role as a key economic pillar, expand job creation, and position the country as a leading destination in Africa’s increasingly competitive tourism market.
