News & Insights

Kenya Has Set the Bar Too Low on Tourist Numbers: Time to Aim Higher

In a post-pandemic world, tourism powerhouses like France and Spain have set the benchmark sky-high. France, with its 68 million inhabitants, welcomed 100 million visitors in 2024, while Spain, home to 48 million people, attracted 94 million tourists. Their nearly complete recovery after Covid-19 not only restored confidence but also generated astronomical revenues—France earned approximately 71 billion euros (roughly Sh9.5 trillion) bolstered by major events like the Notre Dame reopening and the 2024 Olympics, and Spain surged ahead with 126 billion euros in tourist spending.

In stark contrast, Kenya—with a population of 55 million—welcomed a mere 2.5 million visitors in 2024 and is aiming for just seven million by 2027. Despite raking in Sh142.5 billion in tourism revenue last year, these modest targets pale in comparison. If we use Spain as a benchmark, Kenya could realistically aspire to attract around 110 million tourists—nearly double its population.

This discrepancy begs the question: why are our ambitions so limited? History offers a clue. When companies like Safaricom once set subscriber targets based on existing infrastructure, they eventually outpaced even their most optimistic projections. The tourism sector should be no different. France and Spain draw millions by capitalizing on their rich tapestries of history, culture, and scenic beauty.

France captivates with iconic landmarks such as the Eiffel Tower, world-class museums, historic cathedrals, picturesque coastlines, snow-capped mountains, charming villages, and vineyards. With 49 UNESCO World Heritage sites and a legacy steeped in art and philosophy, Paris has long been a magnet for creative minds and travelers alike.

Spain, on the other hand, offers its own unique allure: majestic palaces, centuries-old cathedrals like the still-evolving Basilica de la Sagrada Família, enchanting coastlines, diverse landscapes that span from the Atlantic to the Mediterranean, exquisite gastronomy, and a leisurely way of life that exudes warmth and security. Its cultural ties to former colonies add yet another layer of appeal.

Kenya, with its dramatic landscapes and rich cultural mosaic, has an abundance of untapped potential. Our natural wonders—from the sprawling tea plantations of Limuru, the breathtaking Rift Valley lakes, to the vast dunes of Mambrui in Kilifi and northern regions—are tourist magnets waiting to be showcased. Imagine a European visitor sharing a meal prepared with local staples like muthokoi, mukimo, or kimanga, or even participating in a traditional dowry negotiation session. These authentic experiences could redefine what it means to visit Kenya.

Moreover, Kenya’s cultural diversity extends far beyond the well-known Maasai narrative. Our heritage includes forgotten chapters—from colonial encounters and revolutionary struggles, to the legacies of influential figures like Jomo Kenyatta, Daniel Moi, Mwai Kibaki, and Wangari Maathai. Sites such as the historic battlegrounds of the Mau Mau, ancient palaces of erstwhile kingdoms, or even the evocative Lang’ata cemetery have the potential to draw global interest—just as Europe leverages its rich historical tapestry.

Ultimately, the allure of any destination lies in the emotions it evokes. Tourists worldwide are drawn to places with compelling stories, whether it’s the cultural vibrancy of Rome, the spiritual resonance of Jerusalem, or the dynamic landscapes of the United States. Kenya simply needs to amplify its narrative. By thinking creatively beyond the conventional “Big Five” and beach escapes, the Tourism Ministry and county governments can reposition Kenya as a destination of deep historical roots, cultural richness, and unforgettable experiences.

The current tourism targets are not only conservative but also an underutilization of Kenya’s abundant potential. It’s time to aim higher and capture the global imagination—because Kenya has so much more to offer than we’ve ever imagined.

Credit: Standard Media Group Business