Kenya’s Ministry of Tourism has set an ambitious goal to attract approximately 200,000 travelers over the next five years by focusing on adventure tourism. On Tuesday, Rebecca Miano, Cabinet Secretary for the Ministry of Tourism and Wildlife, announced the launch of the Magical Kenya Mountain and Trail Series, a new initiative designed to diversify Kenya’s tourism offerings beyond its renowned beach and wildlife attractions.
Miano highlighted that the program features activities such as hiking, biking, cultural immersions, and farm tours across five counties: Laikipia, Elgeyo Marakwet, Uasin Gishu, Baringo, and Nandi. She emphasized that the initiative aims to boost international arrivals, promote domestic tourism, and create economic opportunities for local communities.
June Chepkemei, CEO of the Kenya Tourism Board, explained that adventure tourism would allow visitors to uncover lesser-known destinations by exploring unique landscapes and engaging with the vibrant cultures of these regions. She added that this shift toward adventure-based tourism will open new pathways for growth, complementing the sector’s success in 2024, when Kenya hosted 2.4 million international visitors and generated revenue of 350 billion Kenyan shillings (about 2.7 billion USD).
Chepkemei also noted that tourism remains a cornerstone of Kenya’s economy, alongside key industries such as tea, horticulture, and diaspora remittances. By catering to adventure seekers and nature enthusiasts, Kenya hopes to further showcase its natural beauty and cultural richness through activities like hiking, biking, farm visits, and tea and coffee tastings.
