The government of Kenya is
seeking into intra-Africa tourism opportunities within the African
Continental Free Trade Area (AfCFTA) to unlock the sector’s projected
Ksh 1 trillion contributions to the economy by end of 2027.
Speaking during the opening ceremony of the 15th edition of the Magical
Kenya Travel Expo (MKTE) at Uhuru Gardens. Deputy President of Kenya,
Kithure Kindiki noted that while Kenya leads its East Africa
counterparts on visitor arrivals, the country must leverage continental
integration to achieve double-digit growth seen in Asian and European
markets.
“Tourism is a critical anchor of Kenya’s economy and a pillar of our
Bottom-up Economic Transformation Agenda (BETA). With Africa emerging as
one of the strongest-performing regions in global tourism recovery, we
must capitalize on AfCFTA opportunities. The tourism sector must become
a critical interlocutor in transport, logistics, trade, investments and
MSME sectors, driving synergized policy outcomes.” Kindiki stated.
According to the World Tourism and Travel Council (WTTC). Kenya’s
tourism sector is set to contribute a record Ksh 1.2 trillion to the
economy, equivalent to more than 7% of national Gross Domestic Product
(GDP). The sector is also expected to support 1.7 million jobs in 2025,
maintaining over 8% of total national employment.
The DP outlined government’s infrastructure investments to support the
growth of the sector, including the Nairobi-Nakuru-Mau Summit Highway,
Lamu Port development. SGR expansion and new direct flights from global
hubs.
He stressed the need to diversify beyond traditional offerings, citing
emerging products like astro-tourism, desert safaris in Chalbi, and
tech-tourism leveraging Kenya’s “silicon savannah” reputation. “We must
market the complete Kenya story-from our technological innovation to our
athletic excellence, from the Cradle of Humankind to our forty vibrant
communities,” he added.
Equally, Kindiki also stressed the importance of sustainability, linking
the government’s tree planting initiative to eco-tourism enhancement,
while ensuring tourism benefits reach grassroots communities.
The expo has drawn over 6,500 delegates from 40 countries, including 400
exhibitors and 200 international buyers with the opportunity to explore
how strategic investments and collaborative frameworks can contribute to
the African tourism ecosystem which presents unprecedented growth
potential.
Tourism and Wildlife CS Rebecca Miano hailed the expo’s evolution into a
continental platform noting its critical role in accelerating investment
flows for infrastructure development which directly supports Kenya’s
tourism target of 5.5 million visitors by 2027.
“Infrastructure development through public-private partnerships remains
our cornerstone strategy. By leveraging private sector expertise and
government support, we are building world-class facilities that enhance
visitor experiences while creating sustainable employment for our
communities across the tourism value chain.” Miano emphasized.
On her part, Director of Trade in Services, Investment and Digital Trade
AfCFTA Secretariat, Emily Mburu, highlighted the strategic importance of
strategic tourism partnerships, particularly for advancing continental
market integration.
“Tourism shows how AfCFTA works in practice, public-private frameworks
attract Foreign Direct Invest (FDI), build world-class infrastructure
and create employment across borders. When tourists move seamlessly
across Africa, they activate supply chains, stimulate trade and prove
that integration delivers immediate, tangible benefits to African
economies,” he noted.
The expo’s focus on intra-African partnerships comes at an opportune
time, given Africa’s growing contribution to Kenya’s tourism earnings.
Africa was the leading source of tourist arrivals in 2024, accounting
for 40.8% of international visitors.
This year’s Magical Kenya Travel Expo will incorporate digital
matchmaking technology which facilitates pre-scheduled B2B meetings
between buyers and sellers, maximizing business outcomes. It will also
feature five-day familiarization trips, integrated marketing campaigns
and dedicated sessions on creative economy integration within tourism.
