Tourism Cabinet Secretary Rebecca Miano has lauded Kenya’s tourism sector for achieving record-breaking performance in 2024, with the country welcoming over 2.4 million international visitors—the highest figure in its history.
Speaking during an interview on Citizen TV, CS Miano revealed that the sector generated Ksh452 billion in revenue last year, cementing tourism as a key driver of the economy. She noted that the growth marked a strong recovery from the effects of the Covid-19 pandemic.
“The state of tourism in Kenya is a story of progress and good news. At the close of 2024, we welcomed 2.4 million international visitors, the highest ever. In terms of earnings, Kenya received Ksh452 billion from tourism,” she said, adding that the industry currently supports over 1.1 million direct jobs and 3 million indirect jobs.
To boost competitiveness, Miano emphasized the ministry’s focus on diversifying tourism products beyond the traditional wildlife and coastal attractions. She highlighted the growing appeal of cultural tourism, adventure travel, wellness experiences, and cuisine—including Kenya’s signature nyama choma—as well as emerging interest in astro-tourism.
She further cited government reforms in visa openness, electronic travel authorization, and immigration services as measures aimed at easing travel and attracting more international visitors.
The CS also pointed to the upcoming Magical Kenya Travel Expo, scheduled for October 1–3, which will host over 400 exhibitors and 5,000 delegates. Business and conference tourism, she added, remains a priority growth area.
“Research shows that a conference tourist spends two to three times more than a regular tourist, and Kenya is already a favorite destination. This is why we are pushing for a state-of-the-art conference facility,” Miano stated.
