Government steps up efforts to attract five million tourists

The government has intensified efforts to position Kenya as a leading global tourism destination, with a target of attracting at least five million international tourists this year.

Tourism Principal Secretary Prof. Julius Bitok, who also announced that Kenya is safe from the dreaded Ebola virus, said the feat would be achieved through expanded international flight connectivity, improved tourism infrastructure, enhanced destination marketing, and investment in hospitality training.

Speaking while officially opening the 22nd Kenya Association of Hotelkeepers and Caterers (KAHC) Annual Symposium at a Malindi hotel on Thursday, Prof. Bitok said the government was working closely with the private sector to unlock the industry’s full potential.

“We are committed to ensuring that Kenya receives five million tourists by the end of the year. We have engaged hoteliers and other stakeholders, and one of the key issues requiring urgent attention is improved air access,” he said.

The principal secretary said the government was considering proposals from KAHC to open Kenya’s airspace to more international airlines, noting that increased air connectivity would significantly boost visitor arrivals.

“Our target is to increase tourist arrivals by about 2.3 million. This is achievable. If South Africa increased its arrivals by nearly two million in one year, Kenya can do the same if we do things differently,” he said.

Prof. Bitok assured international travelers that Kenya was free from Ebola and urged tourists not to cancel their travel plans because of misinformation.

“There is no Ebola case in Kenya. The government has put in place watertight surveillance and response measures at all airports, seaports, and border entry points to detect, contain, and respond to any suspected case,” he said.

He emphasized that maintaining confidence in Kenya as a safe destination was critical to sustaining growth in tourism, one of the country’s leading sources of foreign exchange earnings and employment.

Prof. Bitok also announced that the long-awaited Ronald Ngala Utalii College in Kilifi County would admit its first students in September after years of delays.

“In the next two months, God willing, we want to officially open Ronald Ngala Utalii College. The institution will strengthen hospitality training and professionalism, which are critical to the continued growth of the tourism industry,” he said.

He added that the government would also intensify efforts to position Kenya as a leading Meetings, Incentives, Conferences, and Exhibitions (MICE) destination, describing conference tourism as a key driver of future growth.

KAHC Chairman Christopher Musau had told the PS that the association was uncomfortable with reports that Kenya was establishing Ebola quarantine centers in the country, saying this had created the impression that the country was vulnerable to the pandemic.

Mr. Musau welcomed the government’s allocation of Sh14.3 billion to the Tourism Fund in the 2026/27 budget but expressed concern over the lack of budgetary allocations to critical agencies such as the Kenya Tourism Board (KTB) and the Kenyatta International Convention Centre (KICC).

“Tourism is a key pillar of the economy and contributes significantly to foreign exchange earnings and employment. Marketing and promotion of Kenya as a destination depend heavily on these institutions, and we urge the government to reconsider the decision,” he said.

Musau said Kenya had the capacity to surpass the five-million visitor target if policy and infrastructure constraints were addressed.

He called for the expansion of Kenya’s airspace, expansion of airports, improvement of roads and seaports, construction of more convention centers, and policies that would improve returns on investment for hotel owners.

“There is little value in having thousands of hotel beds lying empty. Investors need policies that enable them to remain profitable and continue improving their facilities,” he said, adding that the country should cater for tourists across all income brackets rather than focusing solely on the luxury market.

KTB Chief Executive Officer June Chepkemoi said the country recorded about eight million domestic and international tourist movements in 2025, including 2.7 million international arrivals.

She said that the agency had increasingly embraced digital marketing, with about 70 per cent of its promotional budget now directed towards digital platforms, while market segmentation had enabled the board to target specific source markets more effectively.

Malindi MP Amina Mnyazi called on the government to fast-track the expansion of Malindi International Airport and rehabilitate key roads, including the Malindi-Sala Gate Road leading to the Tsavo East National Park, to improve accessibility for both tourists and residents.

“Malindi is a premier tourist destination, but we cannot compete globally if our airport cannot handle larger aircraft and our roads remain in poor condition,” she said.

The legislator also welcomed the government’s Ebola preparedness measures, saying proactive surveillance was essential in safeguarding both public health and the tourism economy.

KAHC Kilifi Branch Chairperson Maureen Awuor Obunga welcomed the planned opening of Ronald Ngala Utalii College, saying the institution would help address the hospitality industry’s demand for skilled personnel.

The symposium brought together government officials, tourism investors, and hospitality industry players to deliberate on strategies for strengthening Kenya’s tourism sector and enhancing the competitiveness of the Coast as a leading international tourism destination.

  By Emmanuel Masha and Shani Rhai