Narok: The government is setting its sights on attracting 10 million domestic tourists this year, Tourism and Wildlife Cabinet Secretary (CS) Rebecca Miano has announced. With a thriving tourism sector, the Ministry plans to amplify local travel through robust marketing campaigns and the development of enticing domestic tourism packages.
According to Kenya News Agency, CS Miano highlighted the country’s impressive recovery, revealing that 5 million domestic tourists visited attractions in 2024, a marked increase compared to previous years. ‘There’s a clear rise in interest from local tourists, eager to explore the rich offerings across the country,’ she remarked. While the official count for local tourists was 5 million, CS Miano noted that the actual number may be higher, as many visitors stay in guest houses and Airbnbs that are not always captured in the records.
Speaking during the commissioning of the refurbished Maasai Mara Research Centre in Narok, CS Miano noted that the centre, originally established in 1974 to research Malignant Catarrhal Fever (MCF) disease, will now expand its focus. CS Miano also said that Maasai Mara is one of the national jewels, and wildlife research and training are important aspects in guaranteeing the sustainability of this precious resource. She said that research provides reliable scientific data and information on historical, current, and emerging wildlife conservation and management challenges ensuring the sustainable conservation and management of wildlife and their habitats.
In addition to the domestic tourism goal, Miano revealed plans to target 3 million international visitors this year, 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 in 2024, a 20% increase from Sh.377 billion in 2023, largely driven by aggressive marketing and innovative tourism products,’ added the CS. As part of this effort, the government is diversifying tourism markets, now focusing on countries like Poland, the Czech Republic, and Australia, alongside markets such as the USA, Uganda, China, and India. ‘We have now diversified markets like Poland, Czech Republic, Australia who are now heavily coming into our country, while the USA and Uganda have remained source markets as China and India continue to remain resilient,’ said the CS.
The CS was accompanied by Narok Governor Patrick Ntutu, Wildlife PS Silvia Museiya, Dr. David Nkedienye, chairman of the Wildlife Research and Training Institute (WRTI), Institute CEO Patrick Omondi, and Narok executive in charge of tourism Jackson Sipitiek. On his part, Governor Patrick Ntutu praised the strengthened collaboration between Narok County and the Wildlife Research and Training Institute (WRTI). ‘This partnership is key to advancing research and sustainable management in the Masai Mara, a globally renowned ecological hotspot,’ Ntutu said. He emphasized the importance of ensuring that scientific research is directly applicable to conservation strategies, noting that the recent upgrade of the Maasai Mara Research Centre is a critical step towards this goal.