The government of Kenya is seeking to tap into intra-African tourism opportunities within the African Continental Free Trade Area (AfCFTA) to unlock the sector’s projected KSh 1 trillion contribution to the economy by the end of 2027.

Speaking during the opening ceremony of the 15th edition of the Magical Kenya Travel Expo (MKTE) at Uhuru Gardens, Deputy President of Kenya Kithure Kindiki noted that while Kenya leads its East African counterparts on visitor arrivals, the country must leverage continental integration to achieve the double-digit growth seen in Asian and European markets.

“Tourism is a critical anchor of Kenya’s economy and a pillar of our Bottom-Up Economic Transformation Agenda (BETA). With Africa emerging as one of the strongest-performing regions in global tourism recovery, we must capitalize on AfCFTA opportunities. The tourism sector must become a critical interlocutor in transport, logistics, trade, investments, and MSME sectors, driving synergized policy outcomes,” Kindiki stated.

According to the World Tourism and Travel Council (WTTC), Kenya’s tourism sector is set to contribute a record KSh 1.2 trillion to the economy, equivalent to more than 7% of the national Gross Domestic Product (GDP). The sector is also expected to support 1.7 million jobs in 2025 – maintaining over 8% of total national employment.

The DP outlined the government’s infrastructure investments to support the growth of the sector, including the Nairobi-Nakuru-Mau Summit Highway, Lamu Port development, SGR expansion, and new direct flights from global hubs.

He stressed the need to diversify beyond traditional offerings, citing emerging products like astro-tourism, desert safaris in Chalbi, and tech-tourism leveraging Kenya’s “silicon savannah” reputation. “We must market the complete Kenya story – from our technological innovation to our athletic excellence, from the Cradle of Humankind to our forty vibrant communities,” he added.

Equally, Kindiki also stressed the importance of sustainability, linking the government’s tree planting initiative to eco-tourism enhancement, while ensuring tourism benefits reach grassroots communities.

The expo has drawn over 6,500 delegates from 40 countries, including 400 exhibitors and 200 international buyers, with the opportunity to explore how strategic investments and collaborative frameworks can contribute to the African tourism ecosyste, which presents unprecedented growth potential.

Tourism and Wildlife CS Rebecca Miano hailed the expo’s evolution into a continental platform, noting its critical role in accelerating investment flows for infrastructure development, which directly supports Kenya’s tourism target of 5.5 million visitors by 2027.

“Infrastructure development through public-private partnerships remains our cornerstone strategy. By leveraging private sector expertise and government support, we are building world-class facilities that enhance visitor experiences while creating sustainable employment for our communities across the tourism value chain,” Miano emphasized.

On her part, Director of Trade in Services, Investment, and Digital Trade AfCFTA Secretariat, Emily Mburu, highlighted the strategic importance of strategic tourism partnerships, particularly for advancing continental market integration.

“Tourism shows how AfCFTA works in practice, public-private frameworks attract Foreign Direct Investment (FDI), build world-class infrastructure, and create employment across borders. When tourists move seamlessly across Africa, they activate supply chains, stimulate trade, and prove that integration delivers immediate, tangible benefits to African economies,” he noted.

The expo’s focus on intra-African partnerships comes at an opportune time, given Africa’s growing contribution to Kenya’s tourism earnings. Africa was the leading source of tourist arrivals in 2024, accounting for 40.8% of international visitors.

This year’s Magical Kenya Travel Expo will incorporate digital matchmaking technology, which facilitates pre-scheduled B2B meetings between buyers and sellers, maximizing business outcomes. It will also feature five-day familiarization trips, integrated marketing campaigns, and dedicated sessions on creative economy integration within tourism.