The Ministry of Tourism and Wildlife is implementing a series of strategic initiatives aimed at transforming Kenya’s tourism sector into a more diversified, digitally enabled, and community-driven industry.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the government has leveraged the 2025 Jamhuri celebrations, themed “Tourism, Wildlife, and Meetings, Incentives, Conferences, and Exhibitions (MICE),” to align national policy with economic and cultural objectives.
“Kenya has made remarkably tremendous strides in the tourism, conservation, and MICE sectors in recent years, as witnessed across this year’s Jamhuri theme, not only showcasing our potential but also rekindling a refreshed sense of purpose and strategic coordination to establish Kenya as a pre-eminent global destination,” said Miano.
At the centre of this transformation is the National Tourism Infrastructure Support framework, which seeks to modernise airports, upgrade regional aerodromes, improve road connectivity, and invest in digital platforms that enhance visitor experiences.
A key feature of the policy is the County Signature Tourism Experience (COSTEP), through which counties will develop unique local tourism offerings, supported by national investment in infrastructure, marketing, and accessibility.
The government is also prioritising the expansion of Kenya’s global MICE competitiveness, requiring all ministries and state agencies to host at least one major international conference or exhibition annually.
This approach is designed to generate consistent business travel, stimulate hotel and convention investment, and elevate Kenya’s position as Africa’s leading destination for business tourism.
Complementing this is a new investment, financing, and incentives framework, which fast-tracks public–private partnerships across hospitality, heritage, creative industries, and adventure tourism, while offering targeted incentives such as filming rebates and investment allowances.
Regulatory reforms form another pillar, with the introduction of a unified national tourism licensing system to reduce duplication, shorten approval timelines, and improve coordination between national and county governments.
To address operational bottlenecks, the government has institutionalised annual Presidential Tourism Roundtables, where leaders and stakeholders identify challenges and chart cross-sector solutions.
“As the Ministry of Tourism and Wildlife, we strongly acknowledge and appreciate H.E President William Ruto’s direct actionable support and guidance towards these milestones. We shall continue serving with dedication to ensure these efforts bear fruit,” said Miano.
Data-driven decision-making is also central to Kenya’s approach. During the roundtable, President Ruto released the National Wildlife Census 2025 Report, produced in collaboration with the Kenya Wildlife Service and conservation partners.
The report provides an updated scientific basis for wildlife management and tourism planning, reinforcing conservation as both an ecological and economic priority.
Complementing these initiatives, the Ministry unveiled the Kenya Souvenir Passport and the Hapa Ni Wapi platform, designed to encourage deeper exploration of regional destinations and cultural heritage.
Visitors can now document their journeys, collect official stamps, and access curated guides to hidden gems across the country, integrating experiential tourism with national branding.
Analysts note that these measures, combining infrastructure development, MICE expansion, digital innovation, heritage engagement, and data-driven conservation, position Kenya to increase visitor arrivals, diversify earnings, and generate employment opportunities, particularly for youth.
By transforming tourism into a coordinated economic and cultural catalyst, the government aims to elevate Kenya as a globally recognised destination for both leisure and business travel.
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