Kenya projects to attract 200,000 travelers in the next five years as the country explores adventure tourism market as part of diversifying its sector offerings from the traditional services.

While launching the Magical Kenya Mountain and Trail Series, Tourism and Wildlife Cabinet Secretary Rebecca Miano said this initiative will see the country diversity from its beach and wildlife products. 

"Through these initiatives, we seek not only to attract more international visitors but also to promote local tourism and create economic opportunities for the communities involved," she said in a statement.

This year's edition of the Magical Kenya Mountain and Trail Series will see travellers sample a wide range of fun activities, including cultural immersions, farm tours, hiking, biking across Elgeyo Marakwet, Uasin Gishu, Baringo, Laikipia, and Nandi counties.

"The series culminating with the Taptengele Cultural Festival on 17th January, and the Tinderet Barng’etuny Mountain Run on 18th January. It offers a unique mix of sport, culture, and nature, while showcasing Kenya’s hidden gems," noted Head of Public Service Felix Koskei while flagging the Heritage Trail Tour & Tinderet Barng’etuny Mountain Run at Thompson Falls on January 14.

According to the Kenya Tourism Board CEO June Chepkemei, adventure tourism will see visitors in Kenya discover hidden gems by traversing unique terrains and getting a chance to immerse themselves in different cultures across the participating counties.

She added that the initiative is also a key plank of the country's plan to increase visitor numbers beyond the 2.4 million international visitors recorded last year. Kenya earned roughly KES350 billion (about $2.7 billion) in revenue from tourism in 2024.

According to the 2024 Economic Survey by the Kenya National Bureau of Statistics (KNBS), Kenya's top foreign exchange earners in 2023 were: tea exports KES176.3 billion, horticulture (KES187.4 billion) and tourism.

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