Government aims for 5 million tourists and KSh 1 trillion revenue by 2028

Kenya is accelerating efforts to revitalise its tourism sector, targeting five million visitors by 2028 and over 1 trillion shillings in annual tourism earnings, up from the over 400 billion being collected currently. According to President William Ruto, tourism remains a backbone of the wider economy, supporting agriculture, cultural industries, and a vast ecosystem of businesses that rely on visitor spending. Some tourism stakeholders have expressed concerns over the increasing park entrance fee, noting that it is detrimental to the growth of the sector.