Naivasha: The Ministry of Tourism has initiated a fresh strategy to revive the country’s tourism sector, with newly appointed Principal Secretary Julius Bitok unveiling a raft of measures aimed at attracting more visitors and creating jobs in the industry. The PS decried the slow growth of the sector in the country in the last two decades amidst a surge in global tourism competitiveness that raked in billions of shillings annually in revenue.
According to Kenya News Agency, Prof. Bitok noted that the tourism numbers have remained almost stagnant for the last two decades even as other destinations around the world saw an increase in their tourism arrivals and growth in earnings inflows. Bitok, who was speaking during the annual Tourism Operators Sector of Kenya (TOSK) gala dinner in Naivasha, said the country was capable of pushing tourism arrivals to 10 million in the coming years by harnessing its local, regional, and global competitiveness. He noted that the sector had recorded an earning margin of over Sh500 billion annually, adding that it holds more potential with the government easing visa application processes.
Official data indicated that the tourism earnings hit a record Sh500 billion in 2025, up from Sh452.2 billion in 2024, when the country recorded 2.4 million international arrivals. The data showed that 7.9 million tourists visited the country in 2025, comprising 2.7 million international visitors and 5.2 million domestic travellers. It further indicated that international arrivals rose from about 2.47 million in 2024 to 2.7 million in 2025, marking a growth rate of roughly 9 per cent.
Bitok said the government had so far introduced the Electronic Travel Authorisation (ETA) to ease the application processes for international enthusiasts and had so far abolished visa application for all tourist arrivals from African countries. PS Bitok said the sector had registered slow growth, posing a challenge to operators who depend on the industry as a primary source of livelihood. He said the government was committed to supporting the sector through targeted interventions, including market diversification and improved digital marketing competitiveness.
Bitok added that among the key proposals is the opening up of Kenya’s skies to attract more tourists, alongside a review of the country’s electronic travel authorisation (ETA) policy to ease travel into the country. ‘As the new PS for the tourism sector, I commit my full support to revive and grow tourism arrivals from both local and international enthusiasts, which will boost our revenues and create tens of job opportunities for our skilled youths,’ said Bitok.
Kenya Tourism Board (KTB) Chief Executive Officer Jude Kepkemoi said the ambitious target was achievable through attracting visitors from key source markets, including the United States, the United Kingdom, Uganda, Tanzania and India. She added that the sector was projecting to attract over five million international arrivals by the 2027/2028 period as well as boosting local tourism. Kepkemoi raised concerns among industry players over a lack of product knowledge among stakeholders in the sector, noting that more than 85 percent of operators require additional training and funding support to remain competitive.
‘A recent survey had indicated that an average tourist was comfortable spending at least 10 days but needed more information on suitable destinations, which I urge tour operators to consider easing,’ said Kepkemoi. According to the incoming Chair of TOSK, Raymond Cheruiyot, stakeholders called for stronger relationships between government and the private sector, more affordable tourism packages, and a clearer incentive framework to support growth. Global competition and rising aviation costs were also cited as headwinds facing the sector, alongside the need for new markets to diversify the local tourism base beyond traditional sources.
