The government has stepped up efforts to position Kenya as one of the world’s leading tourism destinations, setting an ambitious target of attracting five million international visitors by the end of 2026. Speaking during the 22nd Kenya Association of Hotelkeepers and Caterers (KAHC) Annual Symposium in Malindi, Tourism Principal Secretary Prof. Julius Bitok said the target would be achieved through stronger public-private collaboration, improved infrastructure, expanded international air connectivity, enhanced destination marketing, and investment in hospitality skills development.
Prof. Bitok emphasized that expanding international flight connectivity remains one of the government’s top priorities, noting that easier access to Kenya would significantly increase visitor arrivals. He revealed that the government is considering proposals to open the country’s airspace to more international airlines, arguing that Kenya has the potential to replicate the rapid tourism growth achieved by other leading African destinations through strategic policy reforms.
The Principal Secretary reassured international travelers that Kenya remains free from the Ebola virus, dismissing misinformation that could discourage visitors. He stated that comprehensive surveillance and emergency response systems have been deployed at airports, seaports, and border entry points to detect and manage any potential health threats. Maintaining confidence in Kenya as a safe destination, he noted, is essential to sustaining tourism growth and protecting one of the country’s largest sources of foreign exchange earnings and employment.
As part of efforts to strengthen the sector’s long-term competitiveness, Prof. Bitok announced that the long-awaited Ronald Ngala Utalii College in Kilifi County will officially admit its first students in September. The institution is expected to produce highly skilled hospitality professionals who will improve service quality across the industry and support Kenya’s growing tourism ambitions.
The government is also focusing on expanding Kenya’s Meetings, Incentives, Conferences and Exhibitions (MICE) tourism segment, which has emerged as a major driver of visitor arrivals and investment. By improving conference facilities and attracting more international events, the government aims to diversify tourism products beyond traditional beach and wildlife attractions while increasing year-round visitor numbers.
Tourism stakeholders welcomed the government’s commitment but urged greater investment in critical support institutions. KAHC Chairman Christopher Musau praised the allocation of Sh14.3 billion to the Tourism Fund but expressed concern over the lack of direct funding for the Kenya Tourism Board (KTB) and the Kenyatta International Convention Centre (KICC), warning that destination marketing and conference tourism require sustained financial support. He also called for expanded airports, improved road networks, enhanced seaport infrastructure, and investor-friendly policies to maximize returns within the hospitality sector.
The Kenya Tourism Board reported encouraging progress towards the government’s target, revealing that the country recorded approximately eight million domestic and international tourist movements in 2025, including 2.7 million international arrivals. KTB Chief Executive Officer June Chepkemoi said the agency has increasingly shifted its promotional strategy toward digital platforms, with nearly 70 percent of its marketing budget now invested in digital campaigns targeting carefully segmented international source markets.
Leaders from the Coast region emphasized that improved infrastructure will be critical to unlocking Kenya’s tourism potential. Malindi MP Amina Mnyazi called for the expansion of Malindi International Airport and the rehabilitation of key transport corridors, including the Malindi-Sala Gate Road to Tsavo East National Park, to improve accessibility. Hospitality leaders also welcomed the opening of Ronald Ngala Utalii College, expressing confidence that stronger infrastructure, better connectivity, skilled human capital, and coordinated government-private sector partnerships will significantly enhance Kenya’s competitiveness and accelerate progress toward the five-million tourist target.
