Kenya is projecting to receive three million tourists by the end of this year following a steady recovery of the tourism sector in the aftermath of the Covid-19 pandemic that wreaked havoc in 2020 following total lock down.
Tourism Principal Secretary, John Lekakeny Ololtuaa, said prior to the advent of Covid -19, the sector contributed nearly 10 per cent of the country’s Gross Domestic Product (GDP) but this dipped to its lowest levels. However, he added that things are looking up as the sector is well on the track to recovery.
Speaking during the official launch of the development of the National Tourism Strategy (NTS) 2025-2030 in Naivasha on Wednesday, the PS said the country has since 2021 witnessed an increased number of international visitors recording a 34 per cent growth.
The workshop being attended by various stakeholders and experts, is organised by United Nations Economic Commission for Africa (UNECA).
The National Tourism Strategy (NTS) is a critical document that will provide the road map on how to accelerate tourism growth in the country.
Ololtuaa said the Ministry will now partner with county governments to diversify tourism opportunities to promote meetings, incentives, conferences and exhibitions (MICE) tourism.
“Globally international tourists’ arrivals grew by 34 per cent in 2023 as compared to 2022, representing an 88 per cent recovery rate of pre-pandemic numbers, as Africa recovered 96 per cent to the pre – Covid pandemic levels,” Ololtuaa stated.
On a positive note, Kenya witnessed a notable surge from1.483 million international visitors in 2022 to 2.086 million in 2023, representing an impressive growth of 31.5 per cent. In the same year 2023, inbound tourism earnings grew up to Sh352.54 billion compared to Sh268.09 billion in 2022 indicating a growth of 31.5 per cent.
More data from the Kenya Tourism Board (KTB) shows that Kenya’s tourism industry reported significant growth in the first six months of 2024, with revenue reaching Sh142. 5 billion with the country receiving 1,027,630 international visitors, marking a 21.3 per cent increase from the same period in 2023.
The PS observed that the NTS will be key in identifying critical drivers and enablers of tourism growth in the country and will provide a practical implementation plan towards the achievement of the country’s overarching tourism and economic goals.
The development of this strategy will be a culmination of extensive stakeholder involvement and participation, as well as mainstream tourism concerns in the sector.
It will also provide the much needed framework for the mobilisation of resources to realise long term national objectives, including but not limited to sustained economic growth, employment creation, and marketing and human resource development.
The Tourism Act Cap 381 provides for the development and publishing of the National Tourism Strategy at least once every five years in accordance with which the tourism sector shall be developed, managed, marketed and regulated.
Ololtuaa beseeched the participants working on this crucial document, to prioritise the ambitions for both recovery and growth of the tourism sector to ensure that it is founded on key strategic shifts namely: Kenya becoming an all-year-round tourism destination; creating new and more diverse customer experiences and products and further building a refreshed brand and repositioning Kenya as an upmarket with a sustainable destination.
The strategy will also seek to develop enablers including unlocking alternative and innovative sources of funding and optimising the adoption of digital innovations and new technologies by the tourism sector in order to revamp it.
Ololtuaa expressed confidence that the National Tourism Strategy will address brand repositioning, strategically focus on existing and new international source markets, scaling the domestic tourism market, as well as developing a new and improved experience in parks and reserves, strengthening coastal beach tourism by creating and promoting niche experiences, and developing enablers for the tourism sector such as digital systems, sustainability standards and improved sector financing.
Kenya is a renowned tourism destination in the world, with its expansive sandy beaches at the coast and diverse wildlife which attracts millions of tourists to the country each year.
This makes tourism in Kenya the second-largest source of foreign exchange earner, only second to the agriculture sector which earns Kenya about 70 per cent of her Gross Domestic Product (GDP).
According to data from the Ministry of Tourism released recently, tourist arrivals hit a new record high of the aforementioned figure of 2.09million in 2023, indicating a boom in the tourism industry in the country in the past few years post-covid era, thanks to the efforts the Government has been putting in marketing Kenya as a preferred destination for international travelers seeking to explore what our motherland has to offer.
Kenya is still recovering from a drought that ravaged parts of the country for five consecutive seasons with inadequate rain in 2021 and 2022, which severely affected people and animals, including livestock. This was followed hot on the heels by a devastating flood that ravaged the country also causing massive damage to wildlife and property and loss of lives.
The worst-affected ecosystems by the drought were home to some of Kenya’s most-visited national parks, reserves and conservancies, including the Amboseli, Tsavo and Laikipia – Samburu areas.
The Kenya Wildlife Service (KWS) in November 2022 reported that it had lost 205 jumbos which is an endangered species, 512 wildebeests, 381 common zebras, 51 buffalos, 49 Gravy’s zebras and 12 giraffes in nine months of that year alone to the drought. Therefore, seeing the Tourism sector picking up is a big relief to all industry players.
It’s estimated that more than five million Kenyans were affected by the drought in more than 24 counties and more that 2.4 million livestock and wildlife killed by the drought. Some of these communities were then also affected by floods which came immediately after the drought.
By Mabel Keya- Shikuku
