Kenya turns to AI, sports events to hit 5.5m visitor target in tourism growth push

Kenya is targeting 5.5 million international visitors by 2028 as it seeks to accelerate growth in the tourism sector through digital transformation, artificial intelligence and diversification of tourism products.

Tourism and Wildlife Cabinet Secretary Rebecca Miano said the industry must adapt to changing traveller preferences and use technology to improve how destinations are marketed, booked and experienced.

Speaking at the 16th Magical Kenya Travel Expo in Nairobi, Miano said Kenya had reached a critical point where technology would increasingly determine the competitiveness of tourism destinations.

She said artificial intelligence and data analytics could help the country identify emerging markets, understand traveller behaviour, personalise marketing, anticipate demand and improve the management of tourism destinations.

Kenya received 2.7 million international visitors in 2025 and earned about Sh500 billion from tourism, while domestic tourism recorded about 5.2 million bed nights.

Miano said the government was targeting 5.5 million international visitors by 2028, with investment in destination marketing, infrastructure, connectivity, product development and policy reforms expected to support the growth.

She said Kenya was also moving beyond its traditional wildlife and beach tourism offering, with sports, adventure, culture, wellness, business and conference tourism opening up new markets.

“Artificial intelligence and data analytics can help us identify emerging markets, personalise marketing, anticipate demand, improve service and manage protected areas more intelligently,” Miano said.

The CS said the digital transformation must, however, benefit smaller players in the tourism industry, including county-based tour operators and community conservancies.

She said access to digital platforms would enable smaller businesses to compete for international visitors alongside larger tourism companies.

Miano also addressed concerns following the reported imported Ebola case in Kenya, saying the government is working closely with the Ministry of Health to strengthen precautionary measures.

She said Kenya had a fully-fledged Tourism Resilience and Crisis Management Centre and that authorities will continue to monitor the situation to ensure the country remains safe for visitors.

Kenya Tourism Board Chief Executive Officer June Chepkemei echoed the call for a stronger and more inclusive tourism industry, urging Kenyans to take a greater role in promoting and consuming local tourism products.

Chepkemei said Kenyans need to travel within the country and experience its diverse attractions, saying domestic tourism remains an important pillar in sustaining businesses and employment in the sector.

She further noted that there is a need for greater collaboration among tourism stakeholders to ensure Kenya continues to attract visitors while encouraging locals to become ambassadors for destinations across the country.

The push for tourism growth comes as Kenya prepares to host major international sporting events, which are expected to provide an additional boost to visitor numbers and tourism earnings.

Tourism Principal Secretary Julius Bitok said the 2027 Africa Cup of Nations and the 2029 World Athletics Championships present significant opportunities for Kenya to market itself as a sports and tourism destination.

Kenya will co-host AFCON 2027 with Uganda and Tanzania, with Bitok estimating that about one million people could visit Nairobi during the month-long tournament.

He said the government was already engaging tourism and hospitality stakeholders to assess accommodation, infrastructure and other requirements ahead of the tournament.

“Do we have the capacity? Do we have the accommodation? Do we have the infrastructure to be able to have about one million people in Nairobi next year?” Bitok said, noting that preparations had already begun to be able to accommodate the visitors.

He said the events would create opportunities for hotels, restaurants, transport providers, tour operators and other businesses linked to the tourism value chain.

The regional tourism market also emerged as a key focus at the expo, with Uganda’s Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki calling for a borderless East Africa.

Nakawuki said Kenya and Uganda should view each other as partners rather than competitors and market East Africa as a single tourism destination.

She said tourists visiting Kenya could be encouraged to extend their trips to Uganda to experience attractions such as gorilla trekking and the source of the Nile.

Nakawuki also called for improved air connectivity and the removal of non-tariff barriers that she said move to African destinations expensive and difficult.

She argued that better connectivity would allow tourists to move seamlessly across the continent and spend more time and money within the region.

The South African Tourism Regional General Manager for Africa, Evelyn Mahlaba, said the country has plans to deepen its tourism trade ties with Kenya and the wider East African market, with the country positioning its diverse tourism experiences to attract more regional travellers.

Mahlaba said Kenya’s positive year-to-date growth presents an opportunity for South African tourism businesses to expand their reach.

“Kenya is showing positive year-to-date growth and that creates a real opportunity for our tourism businesses,” said Mahlaba. She noted that the expo provides a platform to connect South African tourism products with buyers and distribution partners shaping travel decisions across East Africa, with a focus on turning interest into bookable tourism packages.

South African High Commissioner to Kenya Salome Zulu Baloi said Kenya remains an important source market for South Africa, supported by direct air connectivity and established travel-trade relationships.

The 16th Magical Kenya Travel Expo brought together more than 10,000 delegates from over 40 countries, more than 250 international buyers and over 450 exhibitors.

The expo is positioning tourism as a key driver of economic activity, with stakeholders seeking to forge new partnerships, attract investment and leverage technology to increase Kenya’s share of the global tourism market.