The tourism sector in Kenya has seen a significant improvement in the last few months. This is thanks to the numerous activities that have been spearheaded by Tourism and Wildlife Cabinet Secretary Rebecca Miano.
Miano has seen the launch of strategic reports, introduced policies, marketed Kenya globally even as she tries the delicate balance of human wildlife conflict.
Tourism Sector Performance Report
While releasing tourism performance results, Miano highlighted the sector’s impressive growth, reinforcing Kenya’s position as a leading global tourism destination saying the results showcase the industry’s strong post-pandemic recovery.
In terms of earnings, the sector has seen a substantial rise in inbound tourism revenue, which increased from Sh377.49 billion in 2023 to Sh452.20 billion in 2024, reflecting a 19.79 per cent growth.
The Tourism CS highlighted the growing importance of intra-African travel in driving economic growth. Notable gains were seen in cruise tourism, which surged by 163.5 per cent, and the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment, which accounted for 27 per cent of arrivals, up from 24 per cent in 2023.
This surge, Miano stated, is attributed to various strategic interventions implemented by the government aimed at revitalizing and diversifying tourism offerings including targeted marketing campaigns, enhanced product diversification, and improved air connectivity.
“This progressive achievement is a result of concerted strategic intervention, a key enabler has been product diversification and digital transformation advancements,” she said.
She also attributed the great improvement to the government’s efforts to promote diverse tourism experiences, ranging from wildlife safaris to cultural tourism.
Miano noted that the government’s focus on enhancing digital platforms and increasing scheduled flights has made Kenya more accessible to international travelers.
“As Kenya continues to build on this momentum, it aims to further increase its appeal as a premier tourist destination, with expectations of reaching even higher visitor numbers in the coming year,” she said.
She emphasized the role of strengthened public-private partnerships and new initiatives aimed at sustainable development, positioning Kenya as a competitive global tourism destination.
Kenya is on track to welcome 3,000,000 visitors by 2025, potentially raking Sh560 billion in tourism eamings, according to the CS.
Tripartite cooperation on sports and MSME
Since they go hand in hand, Miano also chaired a tripartite meeting with CS Sports Salim Mvurya and CS MSMES Wycliffe Oparanya.
Miano lauded the joint inter-ministerial initiative saying it will be beneficial to 70% of young people in the hospitality industry.
She added: “We are working on using the Magical Kenya brand to promote sports as one of the products that will attract tourists and help us reach the target arrival numbers.
“Many investors in the hospitality sector are under the category of MSMEs and through this inter-ministerial partnership, we will ensure they are facilitated with the requisite capital and skills that will drive their businesses forward.”
It is through such efforts that have even led to the recent very successful magical Kenya.
Australia Tour
The CS has also been very vocal stepping up efforts to unlock the potential of the Australian travel market as part of a strategic push to boost international arrivals.
“Australia has always been a valued tourism partner for Kenya, and we are eager to re-engage with Australian travellers, making up for lost time during the Covid-19 pandemic. With our unparalleled wildlife, breathtaking beaches, and rich cultural heritage, Kenya is ready to deliver the unforgettable and authentic experiences that Australian travelers seek,” CS Miano stated.
In 2024, Kenya welcomed 27,396 Australian visitors, a number the CS is optimistic will significantly increase as the country strengthens its tourism links with Australia.
Cruise ship tourism
Cruise ship tourism has also been on the radar of Miano who justa few weeks ago joined President William Ruto in welcoming he MS Norwegian Dawn, the largest cruise liner to ever dock at the port, carrying over 3,000 passengers and crew.
According to Tourism Cabinet Secretary Rebecca Miano Kenya is set to receive 8 cruise ships throughout the cruise ship season.
“Kenya is emerging as one of the favorite cruise ship destinations. Cruise tourism was one of the top-performing sub-sectors. The Norwegian Dawn is the biggest ship we have received in the last 10 years.” CS Miano added
Kenya received 6,561 cruise tourists last year with the subsector growing by over 163.5%. The rollout of a multiple-entry Electronic Travel Authorization (ETA) coupled with increased investment at the ports is expected to boost cruise tourism by attracting more vessels to the port of Mombasa.
With conversation being at the heart of Miano also welcomed back 17 Mountain Bongos, a third generation of the critically endangered antelope, taken away in the 1960s.
The rare animals flown from Florida, USA, arrived in the country at about 9:10 P.M. Sunday and have been taken to Meru, where they will be quarantined first, as they are slowly reintegrated into the Kenyan ecosystem.
According to wildlife experts, the mountain bongos are originally Kenyan and their existence elsewhere in the world is a testament that they were taken away from here.
The 17, once integrated into the ecosystem, are expected to breed and produce a different breed, and probably save them from extinction, considering the country has less than 100 mountain bongos.
The past month has also seen CS engage with the media as she had one of the most successful interviews with popular NTV’s Fixing the Nation show.
Miano revealed that her ministry is working on a portal that will showcase Kenya’s hidden gems to both local and international travelers.
The CS explained that the portal will have advanced technological features of navigation systems such as GPS to make it more convenient to access the locations.
She, however, noted that the portal will be working by the end of June as the Kenya Tourism Board is working on feeding the portal with data. Established under the Tourism Act of 2011, the Board aims to market Kenya as a top attraction destination.
During the interview, CS Miano also touched on the proposal to increase park fees, citing that it is long overdue.
“Park fees have not changed in the past 15 years. For instance, a local tourist pays Nairobi National Park Ksh.430, and an international tourist pays $43 (Ksh.5,562). The cost of conservation, and managing the roads has gone up. There is a case that we should review the prices,” she noted.
