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Kenya's tourist arrivals

Inside Kenya’s plan to hit 5.5 million annual tourist arrivals by 2028

Industry and Trade
  • The Kenya Tourism Board has developed a five-year (2023-2028) strategic plan to propel the growth of tourist arrivals.
  • It aims to increase the tourism sector's contribution to Kenya’s economy to $6.6 billion annually by June 2028.
  • Public-private sector collaboration in destination marketing is one of the strategies being employed, incorporating ideas that will shape the industry's performance within the review period.

Kenya aims to increase annual international tourist arrivals to 5.5 million in the next five years, a goal that would more than triple the current numbers. The ambitious plan is spearheaded by the country’s primary marketing unit, the Kenya Tourism Board (KTB), which is seeking collaboration with private sector players to effectively market the country.

According to KTB Chairperson Francis Gichaba, the sector is experiencing a full recovery, and he anticipates that arrivals by the end of the current financial year will surpass the slightly over 1.9 million visitors…

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