Miano’s blueprint to Sh800Bn in tourism receipts
A new strategy involving enhancing partnerships in the tourism industry, along with a vigorous push to increase visitor arrivals, is expected to more than double revenue from the tourism sector to Kes824 billion.
According to Tourism and Wildlife Cabinet Secretary Rebecca Miano, this plan will increase Kenya’s revenue from the industry from the current Kes352 billion to Kes824 billion annually by 2027. To realize this ambitious income target, CS Miano has said her ministry will aim at attracting five 5 million visitors, up from the current 2.1 million by 2027.
Speaking when she met the Kenya Tourism Federation and Kenya Tourists Guides officials, CS Miano said partnerships with various players will help the country realize higher revenues.
“My commitment is to build synergies with the private sector to develop a common approach in transforming the tourism sector to be the number one contributor of foreign exchange earnings, job creation and GDP growth,” she said.
Currently, her ministry is developing the National Tourism Strategy, a growth blueprint that is aimed at boosting domestic tourism.
“We will work together to develop incentives on affordable travel and accommodation to support the growth of our domestic tourism. We are developing an annual calendar of tourism events and we will be enhancing our synergies to partner and ensure we have all year-round events promoting domestic tourism. We will soon be inviting you to launch the tembea Kenya campaign,” she explained.
The government is betting big on the upcoming UN World Tourism Day set for 27th September to promote domestic tourism business.
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“We have already engaged the various counties to bid for the hosting of the event. Additionally, we will champion the celebration of the day in all the counties,” she said.
Other areas which the ministry will be leveraging to enhance tourism growth will be stricking collaborations with the private sector in digitizing the sector as well as exploring financing mechanisms to support growth.
What’s more, CS Miano said her team will be developing virtual tours, and the Tourist App, a tool that will provide visitors with recommendations, information of attractions and digitized tours.
“As a Ministry we applaud the private sector contribution and partnerships in hosting and participating in local and international events; marketing campaigns; policy advocacy; developing innovative tourism products and Market Intelligence Sharing.”
According to the official data, tourism is one of the leading foreign exchange earners in Kenya alongside receipts from horticulture, tea leaves and remittances from citizens working and living abroad.
Last year, Kenya received 1.75 million international tourist arrivals, up from 1.48 million visitors reported in 2022. According to the Ministry of Tourism and Wildlife, the sector’s revenues increased to Kes333.8 billion in the year under review.
