Tourism Cabinet Secretary Alfred Mutua has disclosed an ambitious plan to raise more revenue from the ministry.
Mutua said that Kenya is setting ambitious goals for the tourism sector, targeting an annual revenue of Ksh 700 billion and aiming to attract 3 million visitors by the end of 2024.
CS Mutua shared these goals amidst a backdrop of resilience and strategic growth in the industry.
According to the Cabinet Secretary, the tourism industry contributed Ksh 353 billion to the economy.
Visitor numbers rose to 2 million by 2023, and the government has set a target of 3 million visitors for 2024, with an ambitious goal of reaching 5 million visitors in the next 2-3 years.
"Last year, tourism contributed 353 billion KES to the economy. With a target of 700 billion KES annually, visitor numbers rose to 2 million by 2023. We aim for 3 million in 2024, and 5 million in the next 2-3 years, boosting jobs and business growth," Mutua said in a statement.
This growth is expected to significantly boost jobs and business opportunities, reinforcing the sector's role as a key driver of economic development.
Despite current challenges, the tourism sector remains stable, with high-season bookings ongoing.
"Our national parks and attractions, like Maasai Mara and Amboseli, are fully booked, showing resilience," said Mutua.
This stability, according to Mutua demonstrates the sector's capacity to withstand and adapt to various pressures, maintaining its crucial role in the economy.
Tourism is heavily dependent on security and predictability. Mutua emphasized that as Kenya competes on a global scale, presenting a strong, positive image is essential to attracting visitors and maximizing the country's tourism potential.
However, the sector faces challenges, particularly in terms of employment. The report said the Tourism and Wildlife Sector employs 80% of youth, making it a vital source of jobs for young people.
"Disturbances in the sector lead to job losses and halted opportunities, impacting the livelihoods of many young people," Mutua highlighted.
Mutua stated that ensuring stability and growth in tourism is not just an economic imperative but a social one, essential for supporting youth employment and prosperity.
