By John Kariuki
Tourism Cabinet Secretary Rebecca Miano, EGH, has credited deliberate strategic reforms and innovation for revitalizing Kenya’s tourism sector, which is now experiencing a strong rebound after a period of stagnation.
“Tourism continues to anchor our economy by creating jobs and opening up opportunities across the country. The recent upturn in arrivals and earnings is a testament to the success of our reforms,” Miano said.
According to the CS, international arrivals have significantly increased over the past year, aided by improved air connectivity and renewed global interest in Kenya as a premier travel destination. These gains, she noted, have translated into higher revenues and growth, especially in rural regions that heavily rely on tourism.
Key among the reforms driving the sector’s comeback is the rollout of the Electronic Travel Authorization (ETA) system, which has simplified travel procedures and enhanced the visitor experience. In addition, aggressive global marketing campaigns and partnerships have played a central role in repositioning Kenya on the world tourism map.
The CS also highlighted the growing importance of product diversification and digital transformation, both of which have expanded Kenya’s appeal to a wider demographic of travelers.
“These gains show that our tourism strategy is working. We are leveraging technology, innovation, and strategic partnerships to ensure Kenya remains competitive in the global tourism landscape,” Miano stated.
With momentum firmly in motion, the Ministry remains committed to building a resilient, inclusive, and sustainable tourism sector that benefits all Kenyans.
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