Kenya Targets 5 Million Tourists by 2027 as President Ruto Unveils Expanded Vision at Masai Mara
The government is pushing to attract five million international tourists by 2027 in a renewed campaign to showcase Kenya as a global travel destination beyond wildlife and beach holidays. President William Ruto made the announcement Thursday while launching the global live coverage of the 2025 Great Wildebeest Migration at the Masai Mara in Narok County. The broadcast is a partnership between Kenya and China Media Group Africa.
“This is more than a migration. It’s a message to the world that Kenya is ready, open, and proud to share its beauty,” President Ruto said during the launch. “We’re expanding our tourism products to include innovation, culture, conference events, sports, and digital experiences.”
Last year, Kenya received 2.4 million international visitors up 15 percent from 2023, according to government data. Ruto cited that growth as a signal of increasing global confidence in Kenya as a travel destination.
The Masai Mara remains the centerpiece of Kenya’s tourism appeal, drawing over 400,000 visitors annually. The wildebeest migration, often referred to as the “eighth wonder of the world,” features a dramatic and perilous crossing of the Mara River, where crocodiles prey on herds in search of fresh grazing lands.
“This spectacle is more than just a wildlife event it’s a reminder of the fragile balance of life and nature,” President Ruto said. The President described sustainable tourism as a working reality in the Masai Mara, where local communities benefit, ecosystems are protected, and visitors leave with deep appreciation for conservation efforts.
President Ruto credited Kenya’s leadership in biodiversity protection and community-led conservation for positioning the Mara as both a wildlife sanctuary and a symbol of sustainability. “Our partnership with China, especially through China Media Group Africa, reflects the belief that progress and conservation are not opposing forces,” President Ruto said. “Through Belt and Road cooperation, we’re building more than roads we’re building understanding and shared responsibility for the planet.”
President Ruto emphasized that the tourism strategy is centered on inclusive, regenerative growth. “We want tourism that enriches both the visitor and the host, and turns every traveler into an ambassador for Kenya,” Ruto said. President Ruto called on global audiences to discover Kenya’s landscapes from the thunder of wildebeests in the Mara to the serene beaches of the Indian Ocean coast, the snow-capped peaks of Mount Kenya, and the cultural heartlands in the Rift Valley and beyond.
“To our friends in China and across the world, come experience Kenya’s treasures,” President Ruto urged. “This is a nation of wild beauty, unbreakable spirit, and warm-hearted people.”
Tourism Cabinet Secretary Rebecca Miano and Narok Governor Patrick Ntutu attended the launch, alongside delegates from China Media Group Africa.
The 2025 Great Wildebeest Migration broadcast is part of a wider campaign to increase global visibility for Kenya’s natural wonders and cultural heritage, while positioning the country as a hub for eco-conscious, experiential travel.
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