Kenya Targets 5.5 Million Tourists as Miano Pushes for Policy Reforms

By Irine Chebet

Tourism and Wildlife Cabinet Secretary Rebecca Miano has called on Parliament to fast-track policy reforms aimed at streamlining Kenya’s tourism sector as the country targets 5.5 million international arrivals annually.

Speaking during a meeting with the National Assembly’s Tourism Committee chaired by Kareke Mbiuki in Mombasa, Miano said clear and investor-friendly regulatory frameworks are critical to unlocking growth and enhancing Kenya’s global competitiveness.

“Parliament has a critical role to play in shaping policies that streamline tourism operations, attract investment, and make Kenya more competitive globally,” Miano said. “With the right frameworks in place, we can confidently achieve the 5.5 million tourist target.”

Tourism remains one of Kenya’s key foreign exchange earners and a major employer, supporting thousands of jobs directly and indirectly across hospitality, transport, and the creative economy.

Miano said the government is repositioning the sector as a central pillar of economic growth, with policy stability expected to attract both domestic and foreign investment.

She noted that unlocking underutilized tourism assets — including cultural heritage sites, adventure tourism circuits and conference tourism — could significantly expand revenue streams.

The Cabinet Secretary also highlighted the launch of the “Origin of Wonder” narrative under the Magical Kenya brand, describing it as a strategic marketing shift designed to diversify tourism offerings beyond traditional safari experiences.

The rebrand, overseen by a task force gazetted in August 2025, has been mandated to strengthen Kenya’s national brand identity, enhance investor confidence and expand global partnerships.

According to Miano, the initiative is also aimed at integrating youth into the tourism value chain by empowering them as digital creators, entrepreneurs and destination marketers.

“This vision is not just about increasing visitor numbers; it is about creating opportunities for our youth and ensuring tourism benefits communities across the country,” she said.

Miano emphasized that achieving the 5.5 million target will require coordinated efforts between Parliament, government agencies, private sector stakeholders and development partners.

Supportive legislation, she said, will accelerate sector reforms, improve ease of doing business and position Kenya as a competitive destination in a recovering global tourism market.

“With Parliament’s support, we can transform our tourism sector into a powerful economic engine and firmly establish Kenya as not only Africa’s leading destination but a must-visit location for travelers worldwide,” she added.

The push for policy reforms comes amid growing regional competition for international tourists, with Kenya banking on regulatory clarity, brand repositioning and innovation to secure a larger share of global travel revenues.