Kenya’s tourism sector is poised for significant growth in 2025, with the government aiming to attract 10 million domestic tourists as part of a broader strategy to strengthen the industry.
Tourism and Wildlife Cabinet Secretary (CS) Rebecca Miano announced the ambitious target, highlighting the country’s impressive recovery and the increasing interest of local travelers in exploring Kenya’s diverse attractions.
A Surge in Domestic Tourism
The push for domestic tourism follows a strong performance in 2024, when 5 million Kenyans visited various tourist sites—a significant rise from previous years.
However, CS Miano suggested that the actual number could be higher, as many visitors opt for guest houses and Airbnbs, which are not always reflected in official statistics.
The Ministry of Tourism and Wildlife plans to expand marketing efforts and introduce attractive domestic tourism packages to encourage more Kenyans to explore their country.
“There’s a clear rise in interest from local tourists, eager to explore the rich offerings across the country,” Miano noted.
International Tourism Growth and Market Diversification
Alongside the domestic tourism push, the government is also ramping up efforts to attract 3 million international visitors in 2025, up from 2.4 million in 2024.
This growth aligns with the sector’s rising revenue, which hit KSh 452 billion ($3.1 billion) in 2024, reflecting a 20% increase from KSh 377 billion ($2.6 billion) in 2023.
A key part of this expansion is market diversification. Traditionally, Kenya has relied on tourists from the United States, Uganda, China, and India, but new efforts are now targeting Poland, the Czech Republic, and Australia.
“These emerging markets are showing strong interest in Kenya, while traditional markets like the USA and Uganda remain vital sources of visitors,” Miano explained.
Research and Conservation Efforts in Maasai Mara
The announcement was made during the commissioning of the refurbished Maasai Mara Research Centre in Narok County.
The research facility, first established in 1974 to study Malignant Catarrhal Fever (MCF) in wildlife, is now being expanded to broaden its research focus on various conservation challenges.
CS Miano emphasized the critical role of scientific research in ensuring the sustainability of Kenya’s wildlife and natural resources.
“Research provides reliable scientific data on historical, current, and emerging wildlife conservation and management challenges, ensuring the long-term survival of our ecosystems,” she stated.
She also underscored the Maasai Mara’s status as a national treasure, calling for increased investments in wildlife research and training to safeguard its ecological and economic value.
Stronger Partnerships for Sustainable Conservation
CS Miano was accompanied by Narok Governor Patrick Ntutu, Wildlife Principal Secretary Silvia Museiya, Wildlife Research and Training Institute (WRTI) Chairman Dr. David Nkedienye, WRTI CEO Patrick Omondi, and Narok County Executive for Tourism Jackson Sipitiek.
Governor Ntutu praised the strengthened collaboration between Narok County and WRTI, emphasizing the importance of scientific research in conservation strategies.
“This partnership is key to advancing research and sustainable management in the Maasai Mara, a globally renowned ecological hotspot,” he said.
The upgrade of the Maasai Mara Research Centre is expected to enhance Kenya’s ability to monitor and address conservation challenges, ensuring that the country remains a premier global wildlife destination.
With its dual focus on expanding domestic tourism and boosting international arrivals, Kenya is on a strong trajectory for tourism growth in 2025.
The government’s efforts—ranging from aggressive marketing to research-driven conservation—demonstrate a comprehensive strategy to make Kenya a top travel destination for both local and global visitors.
If the 10 million domestic tourists target is met, it will mark a historic milestone for Kenya’s tourism industry, cementing the sector’s role as a key driver of economic growth and cultural heritage preservation.
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