Tourism

As December unfolds—a month cherished by families, workers, students, and communities across our nation—I invite every Kenyan to pause, breathe, and rediscover the extraordinary beauty of our homeland. The festive season brings with it a spirit of rest, connection, and celebration, and there is no better way to honour that spirit than by exploring the country we proudly call home.

Kenya is a tapestry of breathtaking landscapes, vibrant cultures, thrilling adventures, and warm hospitality. From our world-renowned wildlife reserves to our tranquil coastlines, from the cool highlands to the rugged deserts, from the pulse of our cities to the serenity of our rural towns, our nation offers an experience for every kind of traveller. December, with its warm weather and holiday atmosphere, is the perfect month to savour these blessings.

This year, I urge Kenyans to choose Kenya—to make a deliberate decision to explore our country and support domestic tourism. Every holiday taken, every road trip planned, every hotel booked, every meal enjoyed in a local establishment contributes directly to the growth of our economy and the well-being of thousands of Kenyan families who depend on the tourism sector.

Domestic tourists are the backbone of a resilient tourism economy. During moments when international travel slowed, it was Kenyans who kept the sector alive—visiting game parks, discovering hidden gems, attending cultural festivals, and choosing local getaways. Your support has been invaluable, and as we step into this festive season, I encourage you to continue that patriotic spirit.

Kenya offers far more adventure than many realize. You can wake up to a sunrise over the savannah in Tsavo, hike the rolling hills of Nyandarua, explore the untouched beauty of Lake Turkana, enjoy the flavours of our diverse culinary heritage in Nairobi, ride bikes in Hell’s Gate, immerse yourself in the heritage of Lamu, or even chase waterfalls in Kericho and Murang’a. Adventure is not only found in far-off destinations—it is in every county, every community, every corner of our beautiful nation.

This December, plan a trip with your family. Discover a place you’ve never been. Take the children on their first safari. Support community conservancies. Enjoy the creativity of Kenyan artisans. Choose homestays and hotels that are proudly Kenyan-owned. And above all, share your journeys—your joy may inspire another Kenyan to explore.

Tourism is not just about travel; it is about identity, pride, and unity. When we explore Kenya, we deepen our appreciation of who we are. We celebrate our diversity. We strengthen the bonds that make us one nation.

Let us make this festive season meaningful. Let us travel, explore, and celebrate responsibly. Let us use December not only to rest but to reconnect—with nature, with culture, and with one another.

Choose Kenya. Support Kenya. Explore Kenya.

The writer is Rebecca Miano, Cabinet Secretary for the Ministry of Tourism and Wildlife.

Kenya is accelerating efforts to diversify its tourism portfolio in a move aimed at strengthening the country’s global competitiveness, Tourism Cabinet Secretary Rebecca Miano said on Friday during the ongoing Lamu Cultural Festival.

Addressing stakeholders and festival attendees, Miano emphasized that while Kenya’s beaches and wildlife remain internationally recognized, the country must expand its tourism offerings to fully harness its cultural and natural potential. She noted that the Lamu Cultural Festival—one of Kenya’s most iconic heritage events—served as a fitting platform to highlight the importance of cultural tourism.

“For a long time Kenya has been known for the beach and the bush. That’s why we are promoting culture, adventure and sports tourism,” she said. “We also recognize that we haven’t maximized our beaches, so we are working with counties so we can develop more products.”

Her remarks reflect the Ministry of Tourism’s broader strategy to diversify experiences available to both domestic and international travellers. With global travel trends shifting toward immersive, authentic, and community-rooted experiences, Kenya is positioning itself to offer attractions that go beyond conventional safaris and coastal holidays.

Miano noted that partnerships with county governments will be key to unlocking new tourism products. Counties across Kenya are being encouraged to map out unique cultural sites, festivals, adventure trails, water-based activities, and historical landmarks that can enrich the national tourism portfolio.

“ We are putting maximum effort towards this because we foresee that in the next few years, kenya will be among the best tourist destinations,’ she said.

The Lamu Cultural Festival—celebrated for its dhow races, traditional dances, Swahili cuisine, poetry, and donkey races—was highlighted as an example of the unique experiences Kenya can promote to international audiences. According to the CS, enhancing such cultural events will not only attract more visitors but also empower local communities that depend on tourism for their livelihoods.

The ministry is also strengthening efforts to promote adventure and sports tourism, leveraging Kenya’s globally renowned marathon culture, mountain landscapes, and emerging water-sports destinations.

Tourism stakeholders have welcomed the renewed focus on diversification, noting that a broader array of attractions can help increase visitor numbers, lengthen stays, and provide resilience during global disruptions that may affect traditional tourism circuits.

As Kenya continues to spotlight festivals like Lamu’s and expand its tourism vision, the government hopes to create a more vibrant, inclusive, and sustainable sector—one that showcases the country’s identity beyond the famed beach-and-bush narrative.

Tourism and Wildlife Cabinet Secretary Rebecca Miano has reaffirmed Kenya’s position as Africa’s premier tourism and investment hub.

CS Miano emphasized that the expo is more than a marketplace—it is a strategic driver of Kenya’s economic transformation and a platform to reimagine African tourism. She outlined a vision that links tourism not only to foreign visitor numbers but also to job creation, investment, cultural promotion, and sustainable development.

“This expo embodies Kenya’s ambition to position tourism at the heart of our national growth agenda,” she said. “We are leveraging this platform to attract investment, showcase our creative industries, and demonstrate to the world that Kenya is open, ready, and capable of delivering world-class experiences.”

This year’s expo has attracted a record-breaking 6,500 delegates from 40 countries, underscoring the sector’s rebound and the confidence global partners are placing in Kenya. A key milestone of the 2025 edition is the launch of the Africa Tourism Investment Forum, which CS Miano described as a groundbreaking step in channeling capital into tourism and hospitality ventures across the continent.

The Cabinet Secretary further highlighted the integration of creative industries—film, music, and cultural showcases—into Kenya’s tourism offering. She stressed that tourism is no longer just about wildlife safaris and beaches but about immersive, authentic journeys that celebrate Africa’s identity while creating opportunities for local communities.

Looking ahead, Kenya has set an ambitious target of attracting 5.5 million international visitors by 2027. CS Miano noted that achieving this will require robust infrastructure, strategic partnerships, and innovative marketing campaigns that position Kenya as a destination of choice for diverse travelers.

Deputy President Prof. Kithure Kindiki, who presided the opening ceremony praised the exponential growth of MKTE, saying it reflects global confidence in Kenya’s trajectory. He encouraged delegates to experience Kenya’s hospitality first-hand, from its iconic wildlife to its pristine coasts and vibrant urban culture.

Now in its 15th year, the Magical Kenya Travel Expo has evolved into Africa’s leading tourism trade platform. Under CS Miano’s stewardship, this year’s edition has placed investment, culture, and sustainability at the center of Kenya’s tourism narrative—signaling a bold new chapter for the sector.