MKTE 2025: CS Rebecca Miano Unveils Kenya’s Ambitious 5.5M Tourist Target

Cabinet Secretary for Tourism Rebecca Miano EGH addressed the hosted media delegates at the last Magical Kenya Tourism Expo (MKTE 2025) in October with an optimistic, forward-looking message for the sector. She outlined ambitious targets for international arrivals and domestic tourism, highlighted key priorities for growth, and called for stronger partnerships across government, industry and communities to unlock Kenya’s full tourism potential.

Targets and priorities

Hon. Miano announced a stretch target of 5.5 million international arrivals for the 2027–2028 period. On the domestic front, she said domestic tourism remains a core pillar and cushion for the industry, with an expectation of more than 10 million bed nights. She acknowledged that current figures are still low for both Kenya and Africa and urged the sector to aim for double-digit growth.

She identified three major priorities:

• Attract investment in tourism amenities, including refurbishments and new developments on greenfield and brownfield sites.
• Enhance marketing to tell the story of Kenya, East Africa and the continent so the destination gains stronger global appeal.
• Build capacity to raise standards and sustain high-quality hospitality services.

Infrastructure and policy progress

The Cabinet Secretary credited the government, under the leadership of His Excellency William Ruto, with advancing policies and infrastructure that support tourism. She highlighted:

• Planned road upgrades, including the dualing of the Limuru–Malaba corridor and extensive county and city roadworks.
• Efforts to open Kenya’s skies, increase airline access and expand flight frequencies into Nairobi and Mombasa to make arrival easier for visitors.
• Visa facilitation through the Electronic Travel Authorization (ETA), which has been exempted for African countries and streamlined for global travellers, with ETAs issued within 72 hours.

She said these measures are designed to make the tourism sector more competitive and accessible.

Partnerships, jobs and the MICE sector

CS. Miano praised collaboration between the national and county governments, the private sector, industry associations, development finance institutions and other partners. She stressed that sustainable growth depends on close partnerships.

She noted the sector’s social and economic impact: 80% of hospitality employees are youth, and tourism drives economic empowerment and community transformation. The MICE sector—meetings, incentives, conferences and exhibitions—was singled out as a priority, with a modern convention centre currently under consideration and development.

Blue economy and events calendar

On the blue economy, CS. Miano described coastal and marine tourism as a strong pillar with opportunities for aquariums, water sports and cruise tourism. She cited a 164% growth in cruise tourism last year and said the cruise season, restarting in October, is expected to perform even better.

Regarding the events calendar, she said the remainder of the year is busy, with cultural festivals such as the Maa Cultural Festival, Turkana Tobong’u Lore (Welcome Back Home) and the Lamu Festival, plus music and community events. She also noted the upcoming COMESA heads of state summit as a significant event in the final quarter.

Amboseli, digital innovation and astro-tourism

On Amboseli National Park, Hon. Miano confirmed the transfer exercise to county administration is at an advanced stage, having completed public participation and legal processes, with final steps pending.

Looking to 2026, she emphasised the role of digital innovation and social media in tourism promotion. She praised Kenyan creators on platforms like TikTok for showcasing local destinations and producing high-quality content that boosts global appeal.

She also introduced astro-tourism as a new product launched during last month’s lunar eclipse. Highlighting Samburu’s equatorial location and low light pollution, she described the area as a premier destination for star-gazing and cosmic experiences.

Closing remarks

Hon. Miano thanked the media and called for continued partnership: “We look forward to strong collaboration with the media so you can be our mouthpiece and tell our stories.” She invited visitors to experience Kenya’s diverse offerings and concluded with a warm welcome: Karibuni, Kenya.