Tourism Cabinet Secretary Rebecca Miano. FILE
By Daisy Okiring
Kenya’s tourism industry achieved its highest earnings in history in 2024, generating Ksh.452 billion, according to Tourism Cabinet Secretary Rebecca Miano. Speaking during an interview in September 2025, CS Miano highlighted the sector’s strong rebound from the challenges of the Covid-19 pandemic.
She revealed that the country welcomed more than 2.4 million international tourists in 2024, marking the largest number of arrivals ever recorded. “The state of tourism in Kenya is a story of progress and good news. At the close of 2024, we welcomed 2.4 million international visitors, the highest ever,” she said.
Miano explained that the sector remains one of the strongest pillars of the national economy, providing more than 1.1 million direct jobs and supporting over 3 million indirect ones.
Diversifying beyond wildlife and beaches
While Kenya is globally recognized for its wildlife safaris and coastal attractions, the Ministry of Tourism is seeking to broaden the country’s appeal by diversifying tourism products. Miano noted growing interest in cultural tourism, adventure tourism, wellness experiences, and cuisine-based attractions.
“Kenya has for long been associated with the beach and the bush. Now, cultural tourism is getting traction. We are also going into adventure tourism, wellness, and cuisine. Dishes like nyama choma are part of our cultural identity, and we are even developing astro-tourism,” she said.
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The CS also highlighted ongoing reforms aimed at easing travel for international visitors. These include streamlining the electronic travel authorization system, improving immigration services, and enhancing visa openness. She added that such measures are crucial for boosting competitiveness and ensuring seamless travel experiences for visitors.
Conferences and expos as growth drivers
Another major focus for the ministry is business and conference tourism, which has proven to be a high-value segment. “Research has shown that a conference tourist spends two to three times more than the normal tourist. Kenya is already a preferred destination, and we now want to improve our infrastructure by developing a state-of-the-art conference facility,” Miano explained.
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She further pointed to the growth of the Magical Kenya Travel Expo, which continues to draw global attention. The 2025 edition, scheduled for October 1–3, is expected to host more than 400 exhibitors and 5,000 delegates, positioning Kenya as a leading hub for regional and international tourism networking.
Industry stakeholders say the record figures signal a robust recovery for tourism, reinforcing its role as a driver of foreign exchange, cultural exchange, and employment. With diversification, improved infrastructure, and better travel systems, Kenya is seeking to consolidate its position as one of Africa’s top tourism destinations.
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