Kenya targets 5.5 million tourists by 2028 – CS Miano
By Kenneth Mwenda, July 11, 2025Tourism Cabinet Secretary Rebecca Miano has highlighted the critical role the tourism sector plays in job creation, especially among young people, saying it remains one of Kenya’s top economic drivers.
Speaking during a live interview on K24 TV morning show on Friday, July 11, 2025, Miano noted that around 80 per cent of workers in the hospitality sector are youth under the age of 35. These include those working in hotels, tour operations, and ticketing services.
“We have a stretched target, but it is doable,” Miano said. “Tourism is a great economic enabler. In terms of jobs, about 80 per cent of all workers in hospitality are the youth below 35. In the hotel industry, tour operation and ticketing, everything.”
She added that tourism is not only important for employment, but also for economic empowerment and foreign currency earnings.
“If a sector is that critical,” she said, “you’ve got to set your goals and targets well.”
According to the CS, the Ministry has set a target of attracting 5.5 million international visitors by 2027/2028. She said this goal is ambitious but necessary, and requires strategic planning and proper investment.
“To achieve that number, we need various strategies,” she explained. “We must improve our infrastructure, starting with airports and roads, as well as amenities like hotels and other facilities. As a country, we need to ensure that we are well prepared for this big number.”
Tourism key to recovery
Miano also stressed the importance of modernising the tourism experience and aligning it with international standards to remain competitive globally. She believes that with the right policies and investments, Kenya can become one of the top travel destinations in Africa and the world.
Her remarks come at a time when the government is keen to tap into the potential of the tourism sector to support economic recovery. With the majority of hospitality jobs being held by youth, Miano said continued growth in tourism would also help address youth unemployment, one of Kenya’s most pressing challenges.
As the country works towards realising Vision 2030 and attracting millions of tourists, CS Miano is confident that the right strategies and stakeholder collaboration will unlock the full potential of Kenya’s tourism industry.