Tourism CS Rebecca Miano Urges Counties to Boost Tourism to KSh 1.1 Trillion Goal

Kenya, 21 January 2026 - Tourism Cabinet Secretary Rebecca Miano has called on county governments to step up domestic marketing and infrastructure support as Kenya targets KSh 1.1 trillion in tourism revenue by 2027.

Speaking at a regional tourism forum in Mombasa, Miano emphasised that the goal is achievable if counties, especially those with natural and cultural attractions, take a more proactive role in promoting their unique offerings, improving services and facilitating private sector investment.

“Counties are key partners in this journey. Local leadership must seize every opportunity to position their destinations for domestic, regional and international visitors,” Miano told leaders and tourism stakeholders.

Tourism is one of Kenya’s top foreign exchange earners and a major employer. Before the COVID-19 pandemic, the sector contributed significantly to GDP and supported millions of jobs across hospitality, transport, entertainment, arts, and retail.

Miano argued that decentralised marketing, where counties champion their own attractions, will diversify Kenya’s tourism portfolio and reduce pressure on established circuits such as the Maasai Mara and Amboseli.

She pointed to emerging destinations like Baringo, Taita Taveta and Kisumu Counties, which boast lakes, conservation areas and cultural heritage sites that have the potential to attract visitors when properly packaged and marketed.

Miano also stressed the importance of local tourism participation, noting that Kenyans currently account for a relatively small share of domestic travel.

“Our people are our first guests, once we ignite that market, we build resilience, reduce seasonality and spread economic benefits more widely,” she said.

To that end, the Jubilee government is encouraging counties to organize local festivals, cultural fairs, and affordable accommodation packages that appeal to middle-income Kenyans, including youth and families.

Counties were urged to invest in tourism infrastructure, accessible roads, signage, public amenities, digital connectivity and safety measures, which are necessary for attracting both domestic holidaymakers and international visitors.