Kenya’s tourism sector aims to nearly triple its revenue from Sh352 billion to Sh824 billion by 2027. Under the leadership of Tourism and Wildlife Cabinet Secretary Rebecca Miano, this initiative seeks to revitalize and expand both international and domestic tourism through a comprehensive policy review aligned with current industry trends and preferences.
In an interview with the Business Hub, Miano highlighted that the policy review will utilize technology and focus on integrating sustainability, climate change, and wildlife conservation. “By concentrating on these areas, the policy will create a more attractive, sustainable, and visitor-friendly environment. This approach is designed to not only attract more visitors but also ensure that tourism growth is sustainable and beneficial for both the environment and local communities,” she said.
According to the first UN World Tourism Barometer of the year, international tourism ended 2023 at 88 percent of pre-pandemic levels, with about 1.3 billion international arrivals. The report predicts that the full recovery of the sector will be supported by remaining pent-up demand, increased air connectivity, and the recovery of Asian markets by the end of 2024.
Kenya’s tourism ministry reported an increase in tourist arrivals to 2.086 million last year, with projections targeting five million arrivals by 2027. Domestic tourism has also shown growth, with 2.25 million bed nights recorded, up from 2.06 million the previous year. This increase underscores a growing interest among locals in exploring Kenya’s diverse landscapes and cultural heritage. The sector currently employs approximately 1,767,158 people, making up about 5.5 percent of national employment.
A major focus of the new policy is the shift from traditional marketing to digital platforms for international branding. Miano noted that this change will streamline booking processes and facilitate payments through various digital tourism platforms. “By leveraging technology, we aim to create a seamless experience for tourists from the moment they plan their trip until they return home,” she explained.
The policy will also incorporate smart technologies like digital guides, smart tickets, and mobile applications to enhance convenience and safety for travelers.
In collaboration with tech giants like Google, the ministry is digitally mapping Kenya’s national parks and wildlife reserves. This initiative will enable potential visitors to explore these stunning locations virtually before finalizing their travel plans. Miano highlighted that the use of augmented reality (AR) and virtual reality (VR) technologies is expected to boost interest in Kenya’s natural beauty and unique wildlife.
The shift towards digital marketing has been transformative for Kenya’s tourism industry. By leveraging social media platforms and partnering with influencers, the ministry aims to enhance visibility and attract visitors from around the world. Miano remarked, “Integrating technology and tourism will enhance visitor engagement, support local innovation and entrepreneurship, and boost Kenya’s reputation as a top travel destination.”
The National Tourism Policy also seeks to diversify tourism products to enrich visitor experiences. With a focus on cultural tourism, wellness retreats, adventure tourism, and eco-tourism, Miano believes Kenya can appeal to a broader audience and strengthen its status as a versatile destination.
The CS added that her ministry is incorporating climate change adaptation into the policy to better address environmental challenges such as droughts and floods. This includes promoting eco-friendly accommodations and effective waste management through the East African Criteria for classification.
Additionally, the ministry is introducing carbon offset initiatives, such as reforestation and clean energy projects, to reduce the environmental impact of tourism. To further support sustainability, a comprehensive monitoring and evaluation system is being developed to track the environmental and social impacts of tourism initiatives.
