By John Kariuki
Kenya is projecting a remarkable milestone in its tourism sector, anticipating three million international tourists by the end of the year. This optimistic forecast comes as the industry steadily recovers from the devastating effects of the COVID-19 pandemic, which brought the sector to a standstill following the 2020 global lockdown.
Tourism Principal Secretary John Lekakeny Ololtuaa recently highlighted the sector’s significant rebound, noting its historical contribution of nearly 10% to Kenya’s Gross Domestic Product (GDP) before the pandemic. “The sector is well on track to recovery,” said Ololtuaa, emphasizing the progress made since 2021, which has seen a consistent increase in international arrivals, recording a 34% growth in visitor numbers.
Speaking at the launch of the National Tourism Strategy (NTS) 2025-2030 in Naivasha, Ololtuaa underscored the importance of the new strategy as a roadmap to accelerate tourism growth. Organized by the United Nations Economic Commission for Africa (UNECA), the workshop brought together stakeholders and experts to shape the future of Kenya’s tourism sector.
The NTS aims to diversify Kenya’s tourism offerings by partnering with county governments to promote Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. It will also identify key drivers and enablers of growth, providing a detailed implementation plan to achieve overarching economic and tourism goals.
“The strategy will focus on making Kenya an all-year-round tourism destination, creating diverse experiences, and repositioning Kenya as a sustainable, upmarket destination,” Ololtuaa stated. Additionally, it seeks to integrate digital innovations, unlock alternative funding sources, and develop enablers like sustainability standards and improved sector financing.
Kenya’s tourism recovery is evident in the impressive numbers recorded over the past two years. International visitor arrivals surged from 1.483 million in 2022 to 2.086 million in 2023, representing a 31.5% growth. Earnings from inbound tourism mirrored this trend, rising from KSh 268.09 billion in 2022 to KSh 352.54 billion in 2023.
Data from the Kenya Tourism Board (KTB) further reveals robust performance in 2024, with revenue for the first half of the year reaching KSh 142.5 billion, driven by over one million international visitors – a 21.3% increase compared to the same period in 2023.
Despite the positive outlook, the sector has faced significant challenges. Kenya endured a prolonged drought from 2021 to 2022, affecting over five million people and decimating wildlife populations in key national parks and conservancies such as Amboseli and Tsavo. The Kenya Wildlife Service (KWS) reported the loss of over 200 elephants and thousands of other wildlife species during this period. The drought was followed by devastating floods, further impacting ecosystems and local communities.
These challenges underline the urgency for sustainable tourism practices. The NTS aims to address these issues by enhancing conservation efforts, promoting niche tourism experiences in coastal and wildlife-rich areas, and bolstering domestic tourism.
Tourism remains a cornerstone of Kenya’s economy, ranking as the second-largest source of foreign exchange after agriculture. The country’s renowned sandy beaches, diverse wildlife, and cultural heritage continue to attract millions of visitors annually.
The government’s renewed focus on marketing Kenya as a preferred international destination has paid off, with the sector showing resilience and adaptability in the face of adversity. As Ololtuaa emphasized, “This strategy will be key in repositioning Kenya as a global tourism powerhouse.”
The National Tourism Strategy 2025-2030 is set to usher in a new era for Kenya’s tourism sector, fostering growth, sustainability, and innovation. With strategic partnerships, a diversified portfolio, and a focus on recovery and resilience, the country is poised to reclaim its position as a top-tier global destination.
As Kenya’s tourism industry continues to thrive, it not only offers economic benefits but also provides a beacon of hope for conservation and sustainable development in the post-pandemic era.