Kenya’s Tourism Comeback Raises Questions about Who Truly Benefits

By Thuku Kariuki - As the tourism sector rebounds from the effects of the COVID-19 pandemic, Kenya’s leaders are eager to showcase the country’s return to global prominence. 

This week’s Magical Kenya Travel Expo drew more than 350 exhibitors and over 5,000 tourism professionals to Nairobi’s Uhuru Gardens, signaling renewed confidence in one of the nation’s most vital industries.

Deputy President Kithure Kindiki officially opened the three-day event, urging stakeholders to make tourism “the bridge between Kenya, Africa, and the world.” His remarks underscored the government’s ambition to position tourism as both an economic engine and a tool for national identity.

Official data paints a picture of growth. The number of visitors rose by 15% in 2024, reaching nearly 2.5 million and generating an estimated 3.5 billion USD in revenue. According to the World Travel and Tourism Council (WTTC), the sector is expected to contribute around 9.3 billion USD to Kenya’s economy this year, more than 7% of the country’s GDP and support 1.7 million jobs.

But behind these impressive figures lies a deeper question: who truly benefits from Kenya’s tourism revival?

While large hotels, airlines, and tour companies dominate major expos, Micro, Small, and Medium Enterprises (MSMEs), including craftspeople, small lodge operators, and community-based tourism groups, often struggle to access such high-profile platforms. Many cite high exhibitor costs, transport expenses, and limited visibility as barriers to full participation, despite being the backbone of Kenya’s tourism supply chain.

Cabinet Secretary for Tourism Rebecca Miano emphasized sustainability as a guiding principle for the sector. “At the core of our vision lies an unwavering commitment to sustainability,” she said. “We are focused on reducing tourism’s carbon footprint while enhancing visitor experiences.”

Her words reflect an important shift in Kenya’s tourism narrative, one that increasingly intertwines climate responsibility with economic growth.

Still, questions remain about how far these sustainability commitments reach beyond conference halls. Eco-friendly lodges and clean energy practices are on the rise in high-end resorts, but many smaller businesses lack the resources to adopt greener technologies or meet global environmental standards.

New tourism ventures such as astro-tourism, cruise tourism, and desert safaris in Chalbi are expanding Kenya’s portfolio. Yet accessibility and inclusivity remain central challenges. 

Infrastructure projects like the Nairobi–Nakuru–Mau Summit Highway and the Dongo Kundu Bypass promise easier travel, but the real test will be whether these developments open up opportunities for local communities or mainly benefit established industry players.

Deputy President Kindiki also highlighted tourism’s broad reach across Kenya’s economy. “The unique multiplier effect of tourism cannot be overstated,” he said.

“Every visitor who chooses Kenya supports our agricultural sector through the food they enjoy; supports our transport sector through air, rail and road travel; supports our cottage industries through crafts they purchase; and supports the hospitality sector through the hotels, conference and entertainment facilities they patronize.”

As Kenya’s tourism sector continues to grow, the focus now shifts from numbers to inclusion. The sector’s true success will not only be measured by foreign arrivals or hotel revenues, but by how deeply it uplifts youth, farmers, artisans, and women entrepreneurs whose livelihoods depend on visitors’ footprints.