Tourism and Wildlife Cabinet Secretary Rebecca Miano has said Kenya’s hosting of the Africa Forward Summit and Le Concert in Nairobi reflects the country’s evolving tourism identity and its use of culture and diplomacy to strengthen international positioning.
“For the first time on the African continent, under the joint patronage of Kenya’s President William Ruto and his French counterpart, President Emmanuel Macron, a summit of such significant diplomatic weight is being held in a non-Francophone nation,” she said.
Miano said the summit will conclude with a globally broadcast cultural event, which she described as part of Kenya’s use of cultural diplomacy as a tool of statecraft.
“Cultural diplomacy shifts perception, builds desire and converts audiences into advocates for a destination, a people, and an idea,” she said.
She said Africa Forward Le Concert will be broadcast live to more than 500 million households through Trace TV’s network spanning over 30 channels globally, linking Francophone and Anglophone audiences through a single stage in Nairobi.
Miano noted that Europe accounted for 25 percent of Kenya’s 2.7 million international arrivals in 2025, with France among the top five European source markets alongside the United Kingdom, Germany, Italy and Spain.
She said France’s outbound travel market stands at USD 72.9 billion, adding that Africa remains a preferred destination for French travellers, while Francophone markets remain a segment where Kenya’s tourism visibility is still developing.
Miano said the event is expected to extend Kenya’s reach into Francophone audiences through a French-language broadcast across Europe and Africa.
She linked the summit to Kenya’s positioning as a Meetings, Incentives, Conferences and Exhibitions destination, citing the Africa Climate Summit held in 2023 and the Global Tourism Resilience Conference as part of recent high-level international engagements hosted in the country.
The sector accounted for 27 percent of total international arrivals in 2024, representing 643,595 visitors, she said.
Miano said the hospitality sector in Nairobi and other regions is preparing for increased demand ahead of the summit, with hotels, transport providers and event organisers expected to handle high-level delegations.
She said between 35 and 41 heads of state are expected to attend the summit.
Miano pointed to Kenya’s wildlife parks, coastal heritage sites such as Mombasa’s Old Town and Lamu, the Rift Valley, Mount Kenya and Amboseli as part of the country’s tourism offering, supported by conservation and community-based tourism experiences.
She also cited infrastructure development and the electronic travel authorisation system as measures that have improved visitor access.
“The success of this summit will serve as a marker of our progress and a foundation for the future of our diplomatic and economic engagement with the world. We welcome the opportunity to show that our country is open, prepared and ready for the global stage,” she said.
