Kenya is embarking on a comprehensive strategy to diversify its tourism offerings, moving beyond its renowned wildlife safaris and coastal retreats. The initiative seeks to unlock new revenue streams, stimulate economic growth, and generate employment across various sectors. Deputy President Kithure Kindiki emphasised the need to exploit untapped potential in non-traditional attractions during the opening of the 2025 Magical Kenya Travel Expo at Uhuru Gardens, Nairobi, on Thursday, October 2, 2025, where he represented President William Ruto.

Context of Diversification

The push for diversification comes as Kenya's tourism sector demonstrates robust recovery and growth. In 2024, international tourist arrivals reached a record 2.4 million, a 15% increase from 2023, with earnings surging by 20% to KES 452 billion. The World Travel & Tourism Council (WTTC) projects that the sector will contribute KES 1.2 trillion to the economy in 2025, accounting for over 7% of the national Gross Domestic Product (GDP), and support 1.7 million jobs, representing more than 8% of total national employment. These figures underscore the sector's vital role in the nation's economy and its potential for further expansion.

While traditional offerings remain strong, the government recognises the importance of complementing them with innovative products to attract a wider range of visitors and ensure sustained growth. This strategy aligns with the Kenya Tourism Vision 2030, which aims to transform the country's tourism sector and position it as a premier destination in Africa.

New Products and Policy Direction

The diversification strategy focuses on several key areas. Deputy President Kindiki highlighted emerging opportunities in desert safaris, citing areas like Chalbi as having significant potential to rival markets in the Middle East and Asia. The Ministry of Tourism is also advancing an astro-tourism initiative, capitalising on Kenya's equatorial position. Other niche experiences being explored include rare bird discovery, wildlife observation in natural habitats, running with Kenyan world champions, world-class kite-surfing, and savannah mountain climbing.

Tourism Cabinet Secretary Rebecca Miano informed the Senate that the government is collaborating with county governments to integrate more rural and peri-urban areas into the tourism ecosystem. This approach aims to ensure that the benefits of tourism are distributed more broadly across the country. The government is also working with private sector players, including travel agents, tour operators, airlines, and service providers, to implement this strategy.

Policy reforms are central to this diversification. The revised Tourism Policy 2021 introduces new approaches for making Kenyan tourism vibrant, innovative, resilient, and sustainable. It emphasises innovation in product development, marketing, infrastructure, and investments. Furthermore, the government is reviewing and finalising tourism and wildlife policies to suit changing circumstances and translate them into law.

Stakeholder Engagement and Infrastructure

Stakeholders in the tourism sector are actively involved in these efforts. The Magical Kenya Travel Expo (MKTE) 2025, held from October 1 to October 3 at Uhuru Gardens, Nairobi, serves as a crucial platform for local and international tourism players to connect, explore new markets, and strengthen partnerships. This year's expo aims to host 5,000 participants, including 160 hosted buyers. Tourism players in counties like Laikipia are also promoting diverse products to enrich the tourist experience and empower local businesses, particularly those run by young people and women.

Improved infrastructure is a critical enabler of the diversification strategy. Deputy President Kindiki noted that ongoing and planned infrastructure projects, such as the Nairobi–Nakuru–Mau Summit Highway, Mteza Bridge, Dongo Kundu Bypass, Lamu Port expansion, and the Standard Gauge Railway, will enhance accessibility to new tourist destinations. Additionally, efforts to operationalise dormant Bilateral Air Service Agreements and the introduction of direct flights from global hubs are making Kenya more accessible to international visitors.

Risks and Implications

Despite the positive outlook, concerns have been raised regarding new levies on tourists. Starting October 1, 2025, Kenya will raise park entry fees, a move that some tourism stakeholders warn could deter visitors and make the country less competitive. The Kenya Association of Hotel Keepers and Caterers CEO, Dr. Sam Ikwaye, expressed concerns that higher costs could undermine Kenya's target to increase international arrivals from three million in 2024 to over five million. Mombasa hotelier Mohammed Hersi urged the government to continue supporting the Kenya Wildlife Service (KWS) through tax revenue rather than solely relying on increased charges.

Analysts suggest that the development of new tourism products and associated policy execution will influence public debate, with stakeholders urging clarity on timelines, costs, and safeguards. The government's dedication to sustainable tourism and cultural exchange is expected to make Kenya a premier destination for international tourists and businesses, driving long-term economic growth.

What to Watch

• The implementation timeline and specific costs associated with developing and marketing new tourism products.
• The impact of the revised park entry fees on international tourist arrivals and overall sector competitiveness.
• Further details on collaborations between the national government, county governments, and private sector stakeholders in rolling out diversified tourism experiences.
• The effectiveness of digital transformation initiatives in enhancing the tourist experience and market reach.