Kenya is ramping up efforts to boost international tourism, with President William Ruto announcing plans to position the country as a leading global travel destination through strategic promotion and investment in the sector.
According to the-star.co.ke, speaking on Thursday during the 2025 Great Wildebeest Migration Global Live Coverage at the Masai Mara Game Reserve, Ruto said the government has intensified her tourism promotion campaign with a target of attracting five million international tourists annually by 2027.
“We are expanding our tourism products beyond wildlife, national parks, and beaches to include a wide array. Digital innovation, sports and conference tourism, and culture are the new areas on offer,” he said.
The campaign, he added, seeks to market Kenya as not only the home of human origin, but also a dynamic destination for adventure, wildlife, innovation, beach holidays, culture, sports, and conference tourism.
The live broadcast, organised in partnership with China Media Group Africa, showcased the annual Great Wildebeest Migration.
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A world-renowned natural event that draws thousands of tourists to the Masai Mara to witness herds of wildebeest battle crocodile-infested rivers in their dramatic quest for survival.
Ruto said the global spectacle is a reminder of Kenya’s unmatched natural beauty and an opportunity to reintroduce the country to the world through purposeful and sustainable travel.
“Today’s historic broadcast is a powerful reminder of what is possible when vision meets partnership.
It is also a call to the world to travel with purpose, to preserve what is precious, and to pass on a healthier planet to future generations,” he said.
Ruto noted that Masai Mara, which welcomes over 400,000 tourists annually, is the crown jewel of Kenya’s tourism industry and a shining example of sustainable tourism, where local communities benefit directly, and natural ecosystems thrive.
“We are focused on tourism that enriches both the visitor and the host, and transforms travellers into ambassadors for Kenya—a country proud of its wild beauty, conservation achievements, and unbreakable spirit,” the President said.
President Ruto emphasised that Kenya’s conservation leadership through biodiversity protection, habitat restoration, and community involvement has made the country a global symbol of environmental stewardship.
He praised the strategic partnership with China, including the Belt and Road Initiative, as a testament to how development and environmental conservation can go hand in hand.
“Our partnership with China, and particularly with China Media Group Africa, echoes this same philosophy that progress and conservation can go together,” he said.
In 2024, Kenya recorded 2.4 million international visitors, a 15 percent growth compared to the previous year.
President Ruto said this surge reflects the global confidence in Kenya’s tourism sector and highlights the country’s potential as a world-class destination.
He also celebrated the role of the Maasai community, whose culture, hospitality, and conservation ethos have made the Mara experience unique and memorable.
“Mara stands tall not just for its wildlife, but for the warmth of the Maasai people, whose guardianship makes this landscape truly unforgettable,” he said.
“To our friends across China, and to all watching around the world, I invite you to explore our treasures from the thundering hooves of the Mara to the calm shores of our coast, from snow-capped peaks to sunlit savannahs.
“Kenya is open, radiant, and ready to share her soul with the rest of the world.”
Tourism Cabinet Secretary Rebecca Miano, Narok Governor Patrick Ntutu, and top officials from both governments were also present at the event.
