Tourism and Wildlife Cabinet Secretary Rebecca Miano has credited the Electronic Travel Authorization (ETA) system with helping Kenya’s tourism sector record one of its strongest performances in more than a decade.
Speaking in the Senate plenary while responding to questions from lawmakers, CS Miano said international arrivals grew by 14.6 per cent, rising from 2.08 million visitors in 2023 to 2.4 million in 2024. Earnings also went up from Sh377 billion to Sh452 billion during the same period.
Domestic tourism continued to play a key role, with bed-nights increasing by 12 per cent, from 4.6 million to 5.17 million. Cruise tourism also recorded significant growth, rising by 163.5 per cent, with more than 6,500 visitors docking at Kenyan ports.
Miano attributed the growth to improved air connectivity, the rollout of the ETA system, stronger marketing under the Magical Kenya brand, and diversification of tourism products to include cultural heritage tourism, sports tourism, cruise travel, and destination weddings alongside the traditional safari and beach experiences.
She dismissed claims of a decline in visitor numbers, stressing that Kenya remains the leading tourism destination in East Africa with 2.4 million international arrivals—ranking ahead of Tanzania, Mauritius, Rwanda and Uganda—and fifth overall in Africa. Kenya was also among the top four countries to surpass pre-COVID-19 arrival levels.
Looking ahead, CS Miano said the Ministry is targeting 5.5 million international arrivals and Sh1 trillion in earnings by 2027/28. Plans include expanding airline routes, supporting youth-led digital innovations, empowering MSMEs and local communities through the Bottom-Up Economic Transformation Agenda, improving safety and infrastructure in tourism hubs, and boosting the Meetings, Incentives, Conferences and Exhibitions (MICE) sector, which accounted for 27 per cent of arrivals in 2024.
“Tourism must uplift Kenyan lives across all regions and income levels. Our strategies are anchored on inclusivity, sustainability and innovation. With continued implementation, Kenya will not only meet but surpass its 2027/28 targets,” Miano said.
