Tourism and wildlife cabinet secretary Rebecca Miano yesterday underscored the importance of domestic tourism as a cornerstone for Kenya’s tourism sector.
Speaking at the Kenya Association of Hotelkeepers and Caterers (KAHC) Symposium held in Mombasa, Miano described domestic travel as the bedrock of a stable and resilient industry urging stakeholders to give it renewed attention and strategic focus.
“We are also aiming to increase numbers of our domestic tourism, a segment of this sector I consider unsung. Encouraging our own people to rediscover their homeland is the best way of embellishing the bedrock of our industry’s stability,” she said.
Her remarks come amid a larger national effort to revitalize tourism in the post-pandemic era, with the government setting an ambitious goal of attracting 2.5 million international tourists by the end of 2025 and 5 million annually by 2027.
She emphasized that Kenyan travelers must be viewed not only as a fallback market during international slowdowns, but as a consistent and powerful force capable of sustaining year-round tourism activity.
“Domestic tourism is not a backup plan—it is a strategic pillar. It stabilizes revenue streams, supports local economies, and nurtures national pride,” she said.
To this end, the Cabinet Secretary urged hospitality providers to develop packages that are affordable, accessible, and culturally relevant to Kenyan travelers.
She highlighted the potential in school holiday packages, weekend getaways, and community-based tourism as avenues to engage local audiences.
Miano also pointed out the rich diversity of attractions that lie within the country, urging Kenyans to explore lesser-known destinations beyond the traditional beach and safari circuits.
“From cultural heritage sites to highland retreats and wellness escapes, Kenya offers a wealth of experiences for our people to discover and enjoy,” she noted.
Miano called on the tourism industry to embrace local travel not just as a revenue stream, but as a way to deepen national unity and pride.
“Let us build a tourism culture that starts at home—one that turns every Kenyan into a traveler, storyteller, and ambassador of our beautiful country,” she said.
