The Kenyan government has set an ambitious goal of attracting 10 million domestic tourists this year in a bid to strengthen local tourism and enhance economic growth. Tourism and Wildlife Cabinet Secretary Rebecca Miano announced this target while commissioning the newly refurbished Maasai Mara Research Centre in Narok County. She emphasized that the government is actively working on strategies to promote domestic travel, including marketing campaigns and the development of attractive tourism packages tailored for local visitors. Encouraging more Kenyans to explore their own country is expected to stimulate internal revenue generation and create employment opportunities within the sector.
Last year, Kenya recorded an impressive increase in tourism revenue, earning Sh452 billion in foreign income, a notable jump from Sh377 billion in 2023. This 20 percent growth was largely attributed to aggressive marketing campaigns and the diversification of tourism products to appeal to a wider audience. Despite this progress, Miano noted that a significant number of domestic tourists were not properly documented, particularly those who opted for guest houses and Airbnbs, which are not always included in official government records. The lack of comprehensive data on local tourists has posed challenges in accurately measuring domestic tourism activity, an issue the government aims to address through better tracking mechanisms.
In addition to boosting domestic tourism, the government has set a target of attracting three million international visitors this year, up from 2.4 million recorded in the previous year. To achieve this, Kenya has expanded its tourism marketing efforts to new markets such as Poland, the Czech Republic, and Australia, where interest in Kenyan destinations has been growing. Meanwhile, traditional source markets like the United States and Uganda continue to play a crucial role, with China and India maintaining their resilience as key contributors to international visitor numbers. The expansion into new markets, coupled with efforts to improve Kenya’s tourism infrastructure, is expected to further strengthen the sector’s growth and stability.
During the commissioning of the Maasai Mara Research Centre, Narok Governor Patrick Ole Ntutu underscored the importance of collaboration between the county administration and the Wildlife Research and Training Institute. He highlighted that their close working relationship has led to the establishment of a structured framework agreement aimed at enhancing research and monitoring within the Maasai Mara National Reserve. While the Maasai Mara has been a focal point for ecological studies, the governor noted that much of the scientific research conducted there has not always been translated into practical conservation strategies. The refurbishment of the research centre marks a critical step in ensuring that research efforts are directly aligned with conservation and sustainable management priorities in the region.
Governor Ntutu further revealed that the county government is actively recruiting reserve ecologists and veterinary experts to bolster research and conservation efforts in the Maasai Mara ecosystem. He emphasized that investing in human capital is essential for evidence-based decision-making, which will enhance the effective management of the reserve for both conservation and tourism purposes. Strengthening research capabilities is expected to provide valuable insights that will help shape policies for the long-term sustainability of Kenya’s renowned wildlife heritage.
The event was attended by several key government officials, including Wildlife Principal Secretary Silvia Museiya, Wildlife Research and Training Institute Chairperson David Nkedienye, and WRTI CEO Patrick Omondi. Also present was Narok County Executive in charge of tourism, Jackson Sipitiek, among other stakeholders. Their presence reinforced the government’s commitment to advancing research, conservation, and tourism development in Kenya. With a strong focus on both domestic and international tourism, coupled with strategic investments in research and infrastructure, Kenya is poised for significant growth in the tourism sector, ensuring long-term sustainability and economic benefits for the country.
