Kenya’s government is setting an ambitious target of attracting 10 million domestic tourists in 2025, according to Tourism and Wildlife Cabinet Secretary (CS) Rebecca Miano.
Building on a thriving tourism sector, the Ministry plans to boost local travel through enhanced marketing campaigns and the creation of attractive domestic tourism packages.
Domestic Tourism on the Rise
CS Miano highlighted Kenya’s remarkable tourism recovery, revealing that 5 million domestic tourists visited key attractions in 2024—a significant increase from previous years.
“There is a growing interest among local travelers eager to explore Kenya’s rich tourism offerings,” she noted.
Although the official count for local tourists stood at 5 million, CS Miano acknowledged that the actual number might be higher, as many visitors opt for guest houses and Airbnbs, which are not always captured in formal records.
Revamping Research and Conservation Efforts
Speaking during the commissioning of the refurbished Maasai Mara Research Centre in Narok, CS Miano emphasized the importance of wildlife research and conservation.
Originally established in 1974 to study Malignant Catarrhal Fever (MCF), the research center is expanding its focus to cover broader aspects of wildlife conservation and sustainability.
“Scientific research provides critical data on emerging conservation challenges, ensuring the sustainable management of wildlife and their habitats,” she said.
International Tourism Targets and Market Diversification
Alongside domestic tourism growth, Kenya aims to attract 3 million international visitors in 2025, up from 2.4 million in 2024.
“This initiative aligns with our broader strategy to elevate foreign tourism, which generated Sh.452 billion in 2024—an impressive 20% increase from Sh.377 billion in 2023. This growth was largely driven by aggressive marketing and innovative tourism products,” CS Miano added.
To diversify tourism markets, Kenya is now targeting countries such as Poland, the Czech Republic, and Australia, while maintaining strong visitor numbers from traditional markets like the USA, Uganda, China, and India.
“We have expanded into new markets like Poland, the Czech Republic, and Australia, which are now showing increased interest in Kenya. Meanwhile, the USA and Uganda remain key source markets, with China and India continuing to demonstrate resilience,” Miano stated.
Strengthened Collaboration for Conservation
CS Miano was accompanied by Narok Governor Patrick Ntutu, Wildlife PS Silvia Museiya, Dr. David Nkedienye (Chairman of the Wildlife Research and Training Institute), Institute CEO Patrick Omondi, and Narok Executive in charge of tourism Jackson Sipitiek.
Governor Ntutu praised the growing partnership between Narok County and the Wildlife Research and Training Institute (WRTI), emphasizing its role in advancing research and sustainable conservation efforts.
“This collaboration is crucial for enhancing conservation strategies in the Maasai Mara, a globally renowned ecological hotspot,” Ntutu said. He highlighted the recent upgrade of the Maasai Mara Research Centre as a major step in ensuring that scientific research directly informs conservation policies.
With robust initiatives in place, Kenya’s tourism sector is poised for continued growth, ensuring both domestic and international visitors enjoy unparalleled travel experiences.