Kenya has set its tourism ambitions far too low, failing to leverage its full potential as a global travel destination. When we compare Kenya’s visitor numbers to leading tourist hotspots like France and Spain, the disparity is staggering. France, with a population of 68 million, welcomed 100 million tourists in 2024, generating a massive 71 billion euros (about Ksh 9.5 trillion). Meanwhile, Spain, with a population of 48 million, hosted 94 million visitors, earning a record 126 billion euros (approximately Ksh 17 trillion).
In stark contrast, Kenya, with a population of 55 million, attracted only 2.5 million tourists in 2024, generating Ksh 142.5 billion in revenue. The government has set a modest target of seven million tourists by 2027, a number that pales in comparison to what other nations achieve annually. Based on Spain’s model, Kenya should aim for at least 110 million tourists double its population to maximize its economic benefits from the sector.
Kenya’s approach to tourism has been overly conservative, similar to how Safaricom and Airtel initially underestimated the mobile phone market in the early 2000s. At the time, they only targeted 600,000 subscribers, assuming limited demand. Today, mobile penetration has soared beyond 60 million subscriptions. Can Kenya apply the same ambitious thinking to its tourism industry?
France and Spain have positioned themselves as top travel destinations by effectively marketing their cultural, historical, and natural attractions. France boasts the Eiffel Tower, world-renowned museums, historic cathedrals, and picturesque landscapes, while Spain attracts visitors with its stunning coastlines, grand palaces, and famous festivals. Both countries emphasize security, ensuring that tourists feel safe to explore and enjoy their experiences.
Kenya has a wealth of attractions that remain underutilized or poorly marketed. While the Maasai Mara and the country’s wildlife reserves are well known, Kenya’s tourism strategy has largely ignored other key attractions:
Scenic Landscapes – The tea plantations in Limuru, the sand dunes of Mambrui, the breathtaking Rift Valley, and the snow-capped peaks of Mount Kenya could all be unique draws for tourists seeking stunning vistas.
Cultural Experiences – Tourists crave authentic and immersive experiences. Why not promote opportunities for visitors to participate in traditional ceremonies, dowry negotiations, or learn to prepare indigenous foods like muthokoi and mursik?
Heritage and History – Kenya has a rich colonial and indigenous history that could be packaged into compelling tourist experiences. The Mau Mau caves, historic sites linked to British rule, the Portuguese forts along the coast, and even the birthplaces of Kenya’s past presidents could attract history enthusiasts.
Festivals and Events – Kenya’s diverse ethnic communities all have unique festivals, yet they remain largely uncommercialized. Spain capitalizes on its famous bullfighting culture, while Kenya downplays similar traditions like the Kakamega bullfights.
Urban Attractions – Nairobi’s vibrant nightlife, modern infrastructure like the Expressway, and cultural hubs could be promoted as part of the city experience, much like how Paris and Barcelona attract visitors to their urban centers.
Beyond increasing the sheer number of tourists, Kenya should also target high-spending visitors. Spain’s 94 million tourists spent more money than France’s 100 million, highlighting the importance of attracting quality tourists, not just quantity. Luxury safaris, high-end resorts, golf tourism, and exclusive cultural experiences could be key revenue drivers.
A critical factor in attracting tourists is ensuring their safety. Tourists must feel comfortable walking through cities, taking public transport, and exploring sites without fear of crime. Additionally, improved infrastructure better roads, direct international flights, and upgraded accommodations will make Kenya a more accessible and appealing destination.
Kenya must actively reshape how the world perceives it. Instead of being solely known for wildlife safaris, Kenya should project itself as a country of diverse attractions beaches, culture, history, adventure, and vibrant urban life. Just as France and Spain have successfully linked themselves to historical and cultural narratives that resonate with visitors, Kenya should embrace its own unique identity and market it aggressively.
Expanding Kenya’s tourism sector is not an impossible task it simply requires ambition, strategic marketing, and a commitment to providing world-class experiences. If Kenya can leverage its untapped attractions, invest in security, and target high-spending tourists, it could significantly increase visitor numbers and revenue. The question remains: will Kenya rise to the challenge, or will it continue setting the bar too low?
