By Eddah Waithaka
The Kenyan government is launching a new strategy to unlock the tourism sectorโs projected Ksh 1 trillion contribution to the economy, setting its sights on the vast potential of intra-Africa travel under the African Continental Free Trade Area (AfCFTA).
Deputy President Kithure Kindiki unveiled the plan while opening the 15th Magical Kenya Travel Expo (MKTE) at Uhuru Gardens.
He stated that while Kenya leads East Africa in visitor numbers, the country must leverage continental integration to achieve the double-digit growth seen in Asian and European markets.
โTourism serves as a critical anchor of Kenya’s economy,โ Kindiki said. โWith Africa emerging as one of the strongest-performing regions in global tourism recovery, we must capitalize on AfCFTA opportunities. The tourism sector must become a critical interlocutor in transport, logistics, trade, and investments.โ
The World Tourism and Travel Council (WTTC) projects the sector will contribute a record KSh 1.2 trillion to the economy in 2025 and support 1.7 million jobs.
To fuel this growth, the government highlighted major infrastructure investments, including the Nairobi-Nakuru-Mau Summit Highway, Lamu Port, and SGR expansion.
Kindiki also pushed for product diversification beyond traditional safaris, promoting new offerings like astro-tourism in Samburu, desert safaris in the Chalbi, and tech-tourism that leverages Kenyaโs “silicon savannah” reputation.
โWe must market the complete Kenya story โ from our technological innovation to our athletic excellence,โ he added.
Tourism and Wildlife Cabinet Secretary Rebecca Miano echoed the sentiment, linking the government’s ambitious target of 5.5 million visitors by 2027 to strategic public-private partnerships.
โInfrastructure development through public-private partnerships remains our cornerstone strategy,โ Miano emphasized. โWe are building world-class facilities that enhance visitor experiences while creating sustainable employment.โ
The push for intra-African tourism comes at a pivotal moment. In 2024, Africa became the leading source of tourist arrivals in Kenya, accounting for 40.8% of all international visitors.
Emily Mburu, Director of Trade in Services at the AfCFTA Secretariat, underscored the strategic link between tourism and continental integration.โTourism shows how AfCFTA works in practice,โ Mburu noted.
โWhen tourists move seamlessly across Africa, they activate supply chains, stimulate trade, and prove that integration delivers immediate, tangible benefits to African economies.โ
The expo itself, which has drawn over 6,500 delegates from 40 countries, is embracing this future-focused approach.
This yearโs event incorporates digital matchmaking technology to facilitate B2B meetings and features dedicated sessions on integrating the creative economy into the tourism value chain.
