Kenya’s Tourism Milestones Mark Path to Global Dominance — KTB CEO, June Chepkemei
Destinations across the globe are in a relentless fight for market share in an industry that rewards boldness and punishes hesitation. The cut-throat reality of international tourism means that only nations with compelling narratives, solid infrastructure and consistent delivery can compete.
It is the unforgiving nature of the modern tourism sector where only the most innovative players sustain growth while others fade into obscurity. But for Kenya Tourism Board (KTB) CEO June Chepkemei highlights the recent developments that suggest the country is on the right trajectory.
‘’Just days ago, Kenya swept multiple awards at the 2025 Africa Tourism Awards during World Travel Market (WTM) in London. Kenya Tourism Board (KTB) was named Best Tourism Board in Africa while the Maasai Mara won Best Safari Destination.
The wins amplify a sector already operating at full throttle. Kenya is targeting 3 million visitors by the end of 2025, building on strong performance from traditional and emerging markets. Infrastructure upgrades, product diversification and enhanced air connectivity support the ambition.”
Kenya Tourism Board CEO, June Chepkemei also highlighted that for the first time, tourism alongside wildlife and MICE will take center stage during our national celebrations of Jamhuri Day 2025 which will be a landmark moment for the tourism sector. This reflects the government’s recognition of the sector’s economic importance. Indeed, the elevation from background contributor to national showcase reflects years of strategic repositioning with the government finally acknowledging tourism’s role in job creation and revenue generation.
Tourism contributes about 10 percent to GDP and employs over 4 million people both directly and indirectly. It is fitting that a sector of this magnitude is celebrated at a national level. Plans are in high gear for the December 12 event. What I can confirm is that there will be a Jamhuri Tourism Week from December 8 to 12, featuring a range of activities designed to amplify Kenya’s tourism agenda and attract strategic investments. The week will involve various stakeholders’ county governments, private sector players, and international partners and will showcase the diversity of our tourism offerings.
The Ministry of Tourism and Wildlife, in coordination with the Presidential Special Projects and Creative Economy Coordination team, is handling much of the planning therefore more details will be revealed in due course.
Nonetheless, Jamhuri Day will be a statement of intent about where Kenya’s tourism sector is headed