(Nairobi) – The Kenyan government plans to draw 10 million domestic tourists in 2025 following a milestone 5 million visits in 2024.
Tourism and Wildlife Cabinet Secretary Rebecca Miano announced that the ministry will amplify local travel through strong marketing campaigns and attractive domestic tourism packages.
She highlighted that 5 million domestic tourists visited Kenyan attractions in 2024, a notable rise over previous years, and suggested the true figure could be higher since many stay in guest houses and Airbnbs not always captured in official counts.
Speaking at the reopening of the Maasai Mara Research Centre in Narok, Miano said the centre—established in 1974 to study Malignant Catarrhal Fever—will now broaden its research scope.
Miano described the Maasai Mara as one of Kenya’s national jewels and stressed that research and training are vital for the long‑term sustainability of its wildlife.
She explained that scientific research supplies reliable data on conservation challenges, both past and present, ensuring effective management of wildlife and their habitats.
In addition to domestic targets, Miano revealed a goal of 3 million international visitors in 2025, up from 2.4 million in 2024.
“This push is part of a broader strategy to elevate foreign tourism, which saw earnings rise to Sh 452 billion (≈ USD 3.01 billion) in 2024, a 20 percent increase from Sh 377 billion (≈ USD 2.51 billion) in 2023, largely driven by aggressive marketing and new tourism products,” she said.
She added that Kenya is now diversifying source markets to include Poland, the Czech Republic and Australia, alongside traditional markets such as the USA, Uganda, China and India.
Miano was joined by Narok Governor Patrick Ntutu, Wildlife PS Silvia Museiya, WRTI chairman Dr David Nkedienye, Institute CEO Patrick Omondi, and Narok tourism lead Jackson Sipitiek.
Governor Ntutu praised the stronger partnership between Narok County and the Wildlife Research and Training Institute, calling it key to advancing research and sustainable management in the Maasai Mara.