As we look ahead to 2026, Kenya’s tourism sector stands at an inflection point—one defined by ambition.
Tourism has always been a cornerstone of our economy and a powerful expression of who we are as a nation. Today, our task is to reimagine its future, deepen its impact, and ensure that growth is inclusive, sustainable, and resilient.
Our vision is clear. By 2026, we aspire to welcome five million tourists annually and significantly increase tourism revenues. These are not abstract targets; they represent jobs for our youth, livelihoods for communities, and resources for conservation.
They reflect our confidence in Kenya’s unique offering and our belief that tourism can remain a leading driver of national development.
Kenya’s natural heritage—our wildlife, landscapes, and coastline—remains our greatest asset. From the iconic savannahs of the Maasai Mara to the pristine beaches of the Indian Ocean, we are unmatched in diversity.
Yet the future of tourism cannot rely on traditional attractions alone. Diversification is no longer optional; it is essential.
We are deliberately broadening our tourism portfolio to meet evolving global demand. Beyond leisure and safari tourism, we are investing in meetings, incentives, conferences and exhibitions (MICE), sports tourism, cruise tourism, film tourism, cultural heritage experiences, and eco-tourism.
These segments allow us to attract visitors throughout the year, extend their length of stay, and spread tourism benefits beyond traditional circuits.
Community-based tourism is central to this transformation. When local communities are active participants and beneficiaries, tourism becomes a shared national enterprise.
We are strengthening frameworks that ensure communities earn directly from conservation, cultural experiences, and hospitality enterprises. In doing so, we safeguard our wildlife while empowering the people who live alongside it.
Sustainability underpins every aspect of our strategy. Climate change, biodiversity loss, and environmental degradation pose real threats to tourism globally.
Kenya is responding by championing responsible tourism practices, supporting conservation financing, and promoting low-impact experiences that protect our ecosystems for future generations. Our wildlife must not only survive, but thrive.
Equally important is connectivity and ease of travel. We continue to enhance air access, modernize tourism infrastructure, and leverage digital platforms to market Kenya to the world.
Visa reforms, targeted destination marketing, and strong partnerships with the private sector are enabling us to remain competitive in an increasingly crowded global tourism market.
As Cabinet Secretary for Tourism and Wildlife, I am optimistic about what lies ahead. The road to 2026 is one of collaboration—between government, the private sector, communities, and our international partners. Together, we are building a tourism sector that is innovative, inclusive, and resilient.
Kenya’s story has always captivated the world. By diversifying our tourism offering, protecting our natural heritage, and boldly pursuing growth, we are ensuring that this story continues to inspire—and to deliver shared prosperity—for many years to come.