CS Tourism Miano Rallies Hoteliers to Push Kenya Toward 5.5 Million Tourists by 2027
NAIROBI — Tourism Cabinet Secretary Rebecca Miano has called for stronger coordination between the government and hotel industry to secure Kenya’s place as a leading travel destination, with a bold target of attracting 5.5 million international tourists by 2027.
Addressing hoteliers during a consultative forum in Nairobi with the Kenya Association of Hotelkeepers and Caterers (KAHC), Miano stressed the urgency of joint planning to expand Kenya’s tourism portfolio and protect the country’s global reputation.
“We must align our strategies and present a united front,” Miano stated. “The future of tourism lies in how we tell our story, how we treat our visitors, and how we support our youth to thrive in this sector.”
Miano highlighted key areas that require immediate action, including development of niche tourism products such as sports, wellness, and Meetings, Incentives, Conferences, and Exhibitions (MICE). She also cited the growing appeal of Kenya as a hub for digital nomads and wellness travelers.
Last year, Kenya received 2.4 million international arrivals. Miano said reaching more than double that number in two years will depend on strengthening air connectivity, marketing partnerships, and youth-focused investment.
She noted that 75% of employees in the hospitality sector are young people, making the industry a major source of income and job creation. “The energy and talent of our youth power this industry. Every tourist we welcome brings a chance for a young person to earn a living,” Miano said.
The forum addressed concerns over recent disruptions affecting tourism confidence. While acknowledging those fears, Miano emphasized that safety, peace, and stability remain top priorities for Kenya’s tourism growth. “An isolated event can shift global perception overnight. We must actively protect our image,” she said.
KAHC CEO Mike Macharia echoed her remarks, urging continuous dialogue and shared responsibility between the public and private sectors. “Despite recent challenges, our sector has stayed open, safe, and responsive. With the right support, we can overcome obstacles and grow stronger,” he said.
Macharia called for policy clarity, easier air travel access, and more affordable financing options. He emphasized that increasing international arrivals must go hand in hand with long-term investments in infrastructure and skills development.
To address financing gaps, Miano announced ongoing talks with the Kenya Development Corporation to create a concessional funding window for tourism ventures. The initiative will be modeled after previous tourism finance schemes to support expansion and upgrades across the sector.
Airline route expansion was another major point of discussion. Miano said her ministry is working closely with the Ministry of Transport to negotiate increased flight frequencies from high-interest tourism markets. She urged airlines to consider flexible business models that support destination growth.
In addition, the Bomas of Kenya will undergo expansion to accommodate the growing demand for conference and exhibition spaces. Similar investments were encouraged in cities like Mombasa and Kisumu to boost MICE tourism outside Nairobi.
Kenya Tourism Board CEO June Chepkemei underscored the value of strategic branding. “We are reshaping our tourism image through responsible travel, digital content, and sustainability,” she said. “Let us each be ambassadors of the Kenyan story, because the entire nation benefits when tourism succeeds.”
The forum concluded with a joint statement outlining eleven core action areas. These include youth empowerment, peace and stability, strategic communication, access to funding, and targeted infrastructure development.
The ministry reiterated its long-term goal of creating inclusive, sustainable tourism that not only grows visitor numbers but also supports jobs and communities across the country.
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