By Rebecca Miano, Cabinet Secretary for Tourism and Wildlife
For Kenya, tourism is no longer an option to be pursued when circumstances permit. It is a strategic pillar of our economic transformation agenda.
President William Samoei Ruto has made this position clear through his administration’s sustained focus on tourism, wildlife and the creative economy. Under his leadership, tourism has been elevated as a priority sector capable of creating jobs, generating foreign exchange, attracting investment and spreading economic opportunity across the country.
The results recorded over the past two years demonstrate the value of that policy direction.
Total tourism activity increased from 5.21 million in 2021/22 to 7.91 million in 2025/26, representing growth of 51.8 per cent. Over the same period, tourism revenue more than doubled, rising from Sh224 billion to Sh564 billion.
More importantly, the sector has recorded significant momentum over the past two years. International arrivals have continued to rise, reaching 2.76 million in 2025/26, compared with 1.21 million in 2021/22. Domestic tourism has also strengthened, with domestic bed nights increasing from four million to 5.15 million.
This growth is a reflection of deliberate policy choices and coordinated interventions aimed at making Kenya more accessible, competitive and attractive to both domestic and international travellers.
Our approach has been to move away from dependence on a narrow tourism product and instead position Kenya as a diversified destination. Wildlife and beach tourism remain central to our offering, but we are deliberately expanding opportunities in Meetings, Incentives, Conferences and Exhibitions, cultural tourism, sports tourism, adventure tourism and other emerging segments.
The policy objective is to ensure that tourism benefits are felt across the country and throughout the year.
Domestic tourism is particularly important in this strategy. A strong local market gives the sector resilience against external shocks while encouraging Kenyans to discover and support destinations within their own country. The increase in domestic bed nights demonstrates that this market is becoming an increasingly important driver of tourism growth.
We are equally investing in the future of tourism through technology, better data and improved service delivery. Digital platforms can make it easier for visitors to access information, make payments and interact with tourism businesses, while reliable data enables government and industry to make informed policy decisions.
The growth of tourism must also be matched by responsible conservation. Kenya’s wildlife is a national treasure and a critical economic asset. Our conservation policies must therefore protect wildlife while ensuring that communities living alongside protected areas see tangible benefits from conservation and tourism.
As we look ahead, our priority is to sustain the momentum of the past two years and build on the gains made over the wider four-year period.
The question is no longer whether tourism can drive Kenya’s economic transformation. The evidence is before us.
Our task is to create the policy environment, infrastructure and partnerships required to unlock even greater potential.
Under President Ruto’s administration, tourism has been placed where it belongs — at the centre of Kenya’s economic development agenda. Our responsibility now is to ensure that its growth translates into more jobs, stronger businesses, greater investment and shared prosperity for Kenyans.
