Nairobi: Kenya is seeking to harness intra-Africa tourism opportunities under the African Continental Free Trade Area (AfCFTA) to boost the sector’s contribution to the economy with a target of Sh1 trillion annually by 2027. Deputy President Kithure Kindiki, speaking in Nairobi during the 15th Magical Kenya Travel Expo (MKTE) at Uhuru Gardens, emphasized the need for Kenya to leverage continental integration to achieve growth rates similar to those in Asia and Europe.
According to Kenya News Agency, Kenya’s tourism sector is projected by the World Travel and Tourism Council (WTTC) to contribute Sh1.2 trillion to the economy in 2025, representing more than 7 percent of the GDP. The industry is expected to sustain at least 1.7 million jobs, accounting for 8 percent of national employment. Prof. Kindiki highlighted infrastructure projects such as the Nairobi-Nakuru-Mau Summit Highway, expansion of the Standard Gauge Railway, Lamu Port development, and increased direct international flights as key enablers of tourism growth.
Prof. Kindiki also called for diversification, citing emerging products such as astro-tourism in Samburu, desert safaris in Chalbi, and technology-driven tourism linked to Kenya’s ‘Silicon Savannah.’ He emphasized the importance of marketing the complete Kenya story, from technological innovation to athletic excellence, and noted that the national tree-planting program would bolster eco-tourism while benefiting local communities.
Tourism and Wildlife Cabinet Secretary, Rebecca Miano, noted that the expo had matured into a continental platform that not only markets destinations but also accelerates investment flows, with a target of Sh1 trillion annual earnings from tourism by 2027. She stressed the role of public-private partnerships in infrastructure development and highlighted the importance of private sector expertise and government support in building world-class facilities.
Miano reported that the sector earned Sh452 billion in 2024 from 2.4 million international arrivals, with domestic tourism generating over 10 million bed nights annually. She identified three priorities: attracting investment in facilities, scaling up global marketing, and capacity building to maintain service standards. Recent reforms, such as visa openness and liberalized air access, have made Kenya one of Africa’s most accessible destinations, with electronic travel authorization (ETA) simplifying access for global travelers.
Tourism Principal Secretary, John Lekakeny Ololtuaa, emphasized government efforts to ease travel, expand regional air connectivity, and attract more investors. He underscored the necessity of affordable and reliable air connectivity to foster intra-African tourism and called for the expansion of direct flights across Africa. Ololtuaa also highlighted Kenya’s interest in harmonized classification standards, cross-border tourism initiatives, and joint marketing across the East African region.
Director of Trade in Services, Investment and Digital Trade at the AfCFTA Secretariat, Emily Mburu, stressed that tourism exemplifies the benefits of integration for African economies. Mburu noted that public-private frameworks attract foreign direct investment, build world-class infrastructure, and create employment across borders, thus demonstrating the practical workings of AfCFTA.
The expo has attracted over 6,500 delegates from 40 countries, including 400 exhibitors and 200 international buyers, with more than 10,000 pre-arranged B2B meetings scheduled. Africa accounted for 40.8 percent of Kenya’s international visitors in 2024, positioning it as the leading tourism source market. Officials believe AfCFTA will further strengthen this growth by easing travel, unlocking investment, and creating jobs.
At the expo, leaders expressed optimism about a tourism-driven transformation for Kenya and Africa, noting the significant role of tourism in uniting nations and positioning Africa as the world’s next great tourism frontier.
