NAIROBI — Kenya is stepping confidently into the spotlight as a major hub for Africa’s creative industries, aiming to double its economic contribution to 10% of GDP by the close of 2025. This ambition was underscored during the inaugural U.S.-Kenya Creative Economy Forum held in Nairobi last week, where government officials and industry leaders laid out a bold vision for the country’s creative future.
“The creative economy is no longer a fringe sector. It is a pillar of national development, a source of youth employment, and a powerful force for cultural diplomacy,” declared Salim Mvurya, Kenya’s Cabinet Secretary for Youth Affairs, Creative Economy and Sports. Speaking to an audience of investors, executives and creatives at the Emara Ole Sereni Hotel, Mvurya made clear that the government sees this sector as critical to Kenya’s growth.
Kenya’s creative industries already account for about 5% of GDP, but officials and experts at the summit said the potential for growth is vast. “Kenya’s creative industries contribute significantly to the economy. With the right focus on innovation, talent, and brand-building, this figure can grow substantially,” said Marc Dillard, Chargé d’Affaires at the U.S. Embassy in Nairobi.
The forum, organised by the U.S. Embassy and the American Chamber of Commerce Kenya (AmCham Kenya), highlighted the country’s appeal as a gateway for American investors eyeing Africa’s burgeoning creative markets. It showcased opportunities across film, music, sports and digital content creation.
To attract foreign investment, the Kenyan government outlined reforms that promise smoother operations for American firms. These include the fast-tracking of visa and work permits for international film crews, some processed within two to four weeks. New film studios are under construction, alongside incentives embedded in the forthcoming Creative Economy Support Bill, which aims to streamline licensing and offer tax breaks.
“The government is serious about removing barriers that have long hindered creative production here,” Mvurya said. “We want Kenya to be the Hollywood of Africa.”
This ambition is already showing results. The Film Empowerment Programme has funded 48 local projects, creating over 8,000 jobs. Meanwhile, the presence of Tyler Perry Studios’ COO Robert A. Boyd II at the summit signals serious American interest.
Music also took centre stage, with Panos A. Panay, president of The Recording Academy (GRAMMYs), present to discuss collaboration opportunities. Kenya is committed to improving copyright laws and positioning itself as a source of export-ready music, offering access to a pan-African market.
Sports, too, present promising avenues. Kenya’s vibrant athletic culture, combined with co-hosting the African Nations Championship (CHAN 2025) alongside Uganda and Tanzania, underscores its readiness for major international events and potential partnerships with U.S. sports organisations.
Maxwell Okello, CEO of AmCham Kenya, announced the creation of a dedicated task force to maintain momentum and foster ongoing partnerships between U.S. and Kenyan creative sectors. “This forum is not a one-off event,” Okello said. “It’s the foundation for a creative economy that is mainstream, investable, and scalable.”
Beyond economics, the summit emphasised cultural inclusion. Kenya supports a range of initiatives from the Deaf Film Festival to women-led projects and refugee storytelling platforms. Mvurya stressed that creative work can “transcend borders, dismantle stereotypes and drive inclusive growth.”
As Kenya’s creative economy grows 60% faster than traditional industries, bolstered by a young, tech-savvy population, the country is shaping up as a beacon of opportunity in Africa. “Kenya offers a dynamic ecosystem powered by youth, policy reform, and an unshakable creative spirit,” Mvurya said. “Kenya is ready. Kenya is rising. Kenya is your next creative frontier.”
