The Kenyan government has set an ambitious target of attracting 10 million domestic tourists in 2025, Tourism and Wildlife Cabinet Secretary (CS) Rebecca Miano has announced. This comes as the country’s tourism sector shows remarkable recovery and growth, with the Ministry unveiling plans to boost local travel through extensive marketing campaigns and the development of appealing domestic tourism packages.
In 2024, Kenya recorded 5 million domestic tourists visiting various attractions, a significant increase compared to previous years. CS Miano acknowledged that the actual figure could be higher, noting that many visitors stay in guest houses and Airbnbs, which are not always captured in official records. “There’s a clear rise in interest from local tourists, eager to explore the rich offerings across the country,” she remarked.
Speaking at the commissioning of the refurbished Maasai Mara Research Centre in Narok, CS Miano emphasized the importance of research and training in wildlife conservation. Originally established in 1974 to study Malignant Catarrhal Fever (MCF) disease, the centre will now broaden its focus to address emerging conservation and management challenges. “Maasai Mara is one of our national jewels, and wildlife research plays a critical role in guaranteeing the sustainability of this precious resource,” she said.
Beyond domestic tourism, the government is also targeting 3 million international visitors in 2025, up from 2.4 million in 2024. This drive aligns with efforts to elevate foreign tourism, which generated Sh.452 billion in 2024 — a 20% increase from Sh.377 billion in 2023, fueled by aggressive marketing and innovative tourism products.
As part of this strategy, Kenya is diversifying its tourism markets by attracting visitors from countries like Poland, the Czech Republic, and Australia, while maintaining strong ties with established markets such as the USA, Uganda, China, and India. “We have now diversified markets like Poland, the Czech Republic, and Australia, who are increasingly visiting our country, while the USA and Uganda remain key source markets, and China and India continue to show resilience,” CS Miano noted.
Accompanying CS Miano at the event were Narok Governor Patrick Ntutu, Wildlife Principal Secretary Silvia Museiya, Wildlife Research and Training Institute (WRTI) Chairman Dr. David Nkedienye, WRTI CEO Patrick Omondi, and Narok’s Executive in Charge of Tourism Jackson Sipitiek. Governor Ntutu praised the strengthened collaboration between Narok County and WRTI, emphasizing its importance in advancing research and sustainable management in the globally renowned Maasai Mara ecosystem.
With these concerted efforts and strategic partnerships, Kenya’s tourism sector looks poised for unprecedented growth, fostering both domestic exploration and international recognition.