President William Ruto announced an ambitious plan to attract 5 million international tourists every year by 2027, more than double the 2.4 million visitors the country welcomed in 2024.
The announcement was made during a live broadcast of the Great Wildebeest Migration from the Maasai Mara, one of Kenya’s most famous attractions. It was a symbolic moment and a reminder of the natural wonders that make Kenya stand out on the global travel map.
Tourism is one of Kenya’s top economic drivers. In 2024 alone, it generated approximately KSh 450 billion (approximately $3 billion) and supported over 1.7 million jobs nationwide. This year, the industry is expected to contribute a record-breaking KSh 1.2 trillion to Kenya’s economy. That’s more than 7% of the country’s GDP.
Kenya’s push for 5 million tourists is part of a bigger goal to make tourism a key pillar of national development. Under the Vision 2030 agenda, tourism is recognised as one of the key sectors that can generate revenue, create jobs, and enhance Kenya’s global reputation.
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How Kenya Plans to Reach 5 Million Visitors
To meet this target, the government is actively changing the way it promotes and manages its tourism industry.
Earlier this year, Kenya made headlines by scrapping visa requirements for all African nationals. Now, anyone from the continent can travel to Kenya without a visa. The country also replaced traditional visas with an Electronic Travel Authorisation (eTA) system for all other visitors. This was implemented in a bid to make the process quicker, more modern, and hassle-free.
Beyond visa improvements, Kenya is also diversifying away from its classic wildlife safaris and beach holidays to promote adventure, digital nomad, cultural and sports tourism.
One of such initiatives is the Magical Kenya Mountain and Trail Series, which was launched this year. It aims to attract 200,000 adventure tourists over five years. It features hiking, biking, cultural immersions, and farm tours across counties.
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