Kenya Aims to Attract 10 million Tourists in the Next Five Years

Despite a challenging environment due to the global pandemic, the country received a total of 1.484 million tourists in 2022. The Chairperson of the Kenya Tourism Board, Francis Gichaba, says that the government will gradually align its marketing initiatives to achieve this goal by 2027. To reach the target, Kenya will need to diversify its tourism offerings and focus on niche markets, such as eco-tourism and cultural tourism.

Tourism is a vital sector for Kenya's economy, contributing 10% to the country's GDP and employing over 1.5 million people directly and indirectly. The industry has been affected by the COVID-19 pandemic, with travel restrictions and lockdowns leading to a sharp decline in tourist arrivals in 2020. However, the industry has been showing signs of recovery in recent months, with the government implementing various measures to attract visitors, including reducing visa fees and promoting domestic tourism.