Kenya’s tourism industry is being called to action as government officials challenge stakeholders to innovate and reimagine the country’s offerings to remain globally competitive. Speaking at the Kenya Association of Hotelkeepers and Caterers Symposium, Tourism Cabinet Secretary Rebecca Miano emphasized the need to target the rising Generation Z market and adopt technology-driven solutions to revitalize the sector.
According to Miano, “traditional forms of tourism are rapidly disappearing.” “As stakeholders in the business, I challenge you to rethink Kenya’s tourism offerings. Continue creating distinctive goods, whether they be for conferences, wellness retreats, safaris, culinary tours, cultural immersions, or sports tourism.
Miano pointed out that Generation Z is an unexplored goldmine for Kenya’s tourist industry because of their digital-first lifestyle and demand for immersive, one-of-a-kind experiences. In order to reach this tech-savvy population, she advised stakeholders to make use of social media, analytics, and technology. 
To further boost tourism numbers, Kenya is also expanding regional collaborations under the “Visit East Africa” campaign. The initiative, developed in partnership with East African Community (EAC) member states, aims to attract over 300,000 Ugandan visitors in 2025 by offering incentives such as cross-border travel packages and visa-free entry.
The campaign aligns with a broader push to promote regional tourism, simplify border procedures, and establish East Africa as a unified destination for both leisure and business travel.
Highlighting infrastructure development as a key growth pillar, Miano also cited the upcoming Bomas mega convention initiative, part of Kenya’s MICE (Meetings, Incentives, Conferences, and Exhibitions) strategy, as a game-changer. “This will enhance Kenya’s capacity to host big world-class events,” she said, positioning the country as a hub for global business tourism.
With competition intensifying globally, Kenya’s strategy to innovate, digitize, and regionalize its tourism offerings may be the key to unlocking the next wave of growth and resilience in the sector.
