Kenya Targets 5.5 Million International Tourists by 2028 as CS Miano Opens MKTE 2026

 

Tourism Cabinet Secretary Rebecca Miano has announced Kenya’s ambition to attract at least 5.5 million international visitors by 2028, as the country steps up efforts to transform the tourism sector through technology and innovation.

Miano made the remarks on Wednesday while officially opening the 16th edition of the Magical Kenya Travel Expo (MKTE 2026) at Uhuru Gardens in Nairobi.

The expo, described as the largest edition in the event’s history, has attracted more than 10,000 delegates, including over 250 vetted international buyers and participants from more than 40 countries.

This year’s expo is being held under the theme “Digital Transformation and Artificial Intelligence: Shaping the Future of Tourism,” highlighting the growing role of technology and artificial intelligence in reshaping the global tourism industry.

Miano said Kenya is keen on leveraging technology to provide seamless and personalized experiences for visitors, better understand emerging global tourism trends and strengthen efforts to protect the country’s natural heritage.

The CS said the country’s tourism sector recorded significant growth in 2025, attracting 2.7 million international visitors, generating approximately KSh500 billion in tourism earnings, while domestic travel reached 5.2 million travellers.

Building on the gains, the government has set its sights on further expanding the sector through the simplification of the electronic Travel Authorisation (eTA) system, improved infrastructure, diversification of tourism products and targeted policy interventions.

Miano said the measures are expected to position Kenya for sustained growth while making the country more competitive in the increasingly technology-driven global tourism market.

The CS also welcomed the participation of Uganda’s State Minister for Tourism, describing the engagement as an important step towards strengthening regional cooperation and partnerships in East African tourism.

She called for greater collaboration among tourism stakeholders across the region to position East Africa as a leading destination for tourism innovation.

The Magical Kenya Travel Expo remains one of Kenya’s key platforms for showcasing the country’s tourism products while connecting local industry players with international buyers and partners.

Miano said Kenya is ready to embrace a technology-driven future and strengthen its position as Africa’s leading hub for tourism innovation.