NAIROBI —President William Ruto has vowed to strengthen Kenya’s economic relationship with the European Union, promising a raft of trade-friendly reforms aimed at attracting more investment and expanding opportunities for Kenyan businesses.
Speaking at the Kenya-EU Business Forum in Nairobi on Friday, the president presented his administration as pro-business and eager to forge lasting commercial ties with European partners.
“We are committed to building a competitive, resilient economy that benefits every Kenyan,” Ruto told delegates gathered at the event, which brought together business leaders, government officials, and diplomats from across Europe and East Africa. “Kenya is open for business and we want that message heard loud and clear in every European capital.”
The forum comes at a time when Kenya is actively seeking to boost exports, increase foreign direct investment, and position itself as a gateway for international firms entering Africa. The EU is already one of Kenya’s largest trading partners, accounting for around 16 percent of the country’s total exports, according to the European Commission.
Ruto said his government’s policy focus is firmly set on inclusive growth and sustainable development. “We’re not just chasing numbers. We want trade that creates jobs, empowers communities and uplifts livelihoods,” he said.
Investment Opportunities and Policy Shifts
European businesses have long shown interest in Kenya’s agriculture, energy, and tech sectors. The president assured delegates that ongoing reforms are aimed at removing red tape and improving the business climate.
“We are improving regulatory efficiency, streamlining approval processes, and making our tax regime more predictable,” he noted.
In response, EU representatives welcomed the tone of engagement. Henriette Geiger, the EU Ambassador to Kenya, described the forum as “a strong signal of the shared will to build a future rooted in economic cooperation and mutual respect.”
She added: “The EU remains committed to supporting Kenya’s development goals, particularly around green growth, innovation and job creation.”
Challenges and Realities
Despite the optimism, some Kenyan business owners remain cautious. Concerns persist over slow bureaucratic processes, high energy costs, and inconsistent enforcement of trade rules.
“We appreciate the government’s intentions,” said Angela Mwende, a Nairobi-based exporter. “But we need to see real changes on the ground. Policies are great implementation is everything.”
Analysts agree that while Kenya has made progress, significant work remains. A recent report by the Kenya Private Sector Alliance highlighted infrastructure gaps, currency fluctuations, and skills shortages as barriers to long-term investor confidence.
Shared Interests
Still, the atmosphere at the forum was largely upbeat. The EU has expressed growing interest in East Africa as a strategic region for trade, especially as Europe seeks to diversify supply chains amid shifting global dynamics.
The Kenya-EU Economic Partnership Agreement, signed in December 2023, is seen as a major milestone in this direction. It guarantees Kenyan exporters duty-free access to European markets while encouraging EU firms to invest more directly in the country.
Ruto ended his address with a call to action: “Let us build bridges of trade, not walls of doubt. The future belongs to those who are ready to act and Kenya is ready.”
