Kenya’s tourism industry is on a promising upward trajectory, with over 2.4 million international tourists visiting the country in 2024, according to the Ministry of Tourism and Wildlife. This marks a significant increase from the 2 million visitors recorded in 2023 and 1.5 million in 2022. The government now aims to hit the 3 million mark by the end of 2025, as it continues to position Kenya as a top global tourist destination.
To achieve this, the Ministry has introduced the Electronic Travel Authorisation (ETA) for all African countries, simplifying visa access for potential visitors. Tourism Principal Secretary John Ololtuaa stated that this is part of the government’s broader plan to develop the Kenya National Tourism Strategy 2025–2030. Under the strategy, the number of international tourists is projected to reach 5 million by 2027, which is expected to generate more jobs and boost revenue.
Speaking during a consultative meeting at Lake Naivasha Resort, Ololtuaa highlighted the sector’s recovery since the COVID-19 pandemic, citing a growth rate of 34 percent. He also noted that the five-year strategy would be finalized by June 2025. “The number of international visitors reached 2.4 million last year, and we expect this upward trend to continue in the coming years,” he said.
The government is also collaborating with county governments to enhance cultural tourism by making local festivals annual events. In addition, it is promoting Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism as an alternative to traditional wildlife and beach attractions.
Assistant Director of Tourism Vincent Bwire described the strategy as a “game-changer” that would reinvigorate the sector, which was heavily impacted by the pandemic. With support from the United Nations Economic Commission for Africa (UNECA), the Ministry is working closely with stakeholders to ensure the plan’s success.
Dr. Geoffrey Manyara from UNECA praised Kenya’s efforts, stating, “The country is on the right path, and UNECA will continue to support initiatives that drive tourism growth.” The strategy is expected to cement Kenya’s position as a premier tourist destination in Africa.
