When Rebecca Miano took the reins as Cabinet Secretary for Tourism and Wildlife in July 2024, few anticipated just how rapidly and boldly she would reshape Kenya’s travel and conservation narrative. In under a year, she has emerged as a transformational figure—revitalizing a sector recovering from global disruptions and steering it toward sustainable, inclusive, and resilient growth. With a sharp strategic vision and hands-on leadership, Miano is redefining how the world experiences Kenya.

Under her stewardship, tourism earnings have soared—from KSh 452.2 billion in 2023 to a projected KSh 650 billion by the end of 2025. This 44% surge solidifies tourism’s place as a key pillar of the economy, rivaling long-time leaders like tea exports and diaspora remittances.

Miano has also prioritized product diversification and regional inclusivity. In October 2024, she launched nine regional tourism circuits across Kenya to promote unique local experiences—ranging from cultural festivals like Turkana and Maa, to wellness, adventure, sports, and farm tourism. These efforts complement the revived Tembea Kenya campaign, which aims to grow domestic tourism from 2.1 million to 5 million annual visitors by 2027, with revenues projected to reach KSh 824 billion.

Her impact extends to wildlife conservation. Miano oversaw the strategic relocation of over 50 elephants from the Mwea Reserve to Aberdare National Park to reduce human-wildlife conflict. She also reinforced Kenya’s pioneering role in saving the northern white rhino through in-vitro breeding efforts at Ol Pejeta Conservancy. Her swift interventions—such as addressing hyena attacks in Juja and bolstering security in Lamu—demonstrate her active, problem-solving approach.

Institutional strengthening has been another hallmark of her leadership. The Ministry’s 2023–2027 strategic plan—“Transforming Tourism and Wildlife for Sustainability, Resilience, and Inclusivity”—charts a clear roadmap for sectoral reform. Key initiatives include the creation of a Youth Innovation Hub, a national convention bureau to tap into the MICE market, digitization of park payments via an e-wallet system, and scholarship support for hospitality students.

From boosting revenues to enhancing conservation and rebranding Kenya’s tourism experience, Rebecca Miano is leaving an indelible mark. Her bold leadership is not just transforming a ministry—it’s reshaping the future of travel and wildlife in Kenya.