Kenya is taking a leading role in rallying African countries to embrace sustainable and resilient tourism. Speaking at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Deputy President Kithure Kindiki emphasized the need for the continent to diversify its tourism products and build resilience against external shocks such as geopolitical uncertainties and global competition. He noted that Africa has become one of the strongest-performing regions in the global tourism recovery of 2025, but stressed that innovation and an enabling policy framework are key to sustaining this momentum.
The expo, which runs for three days and has attracted 6,500 delegates from 40 countries, brings together tourism ministers, city mayors, investors, and industry stakeholders. Kindiki urged African nations to tap into untapped tourism potential, create new tourism products, and leverage existing traditional attractions to spur economic growth. He further highlighted that tourism remains a critical driver of development and requires fresh approaches to remain competitive on the global stage.
Tourism Cabinet Secretary Rebecca Miano highlighted that one of the biggest highlights of this year’s expo is its integration with the Africa Tourism Investment Forum. The forum creates a strategic platform for investors, policymakers, and vetted entrepreneurs to collaborate and channel investments into Africa’s tourism sector. She noted that tourism investment goes beyond infrastructure, as Africa’s cultural assets—ranging from film and music to festivals—are key drivers that can shape the continent’s global tourism identity while creating employment opportunities for local youth.
Kenya’s leadership in championing innovative tourism is also evident in its efforts to strengthen investment linkages across Africa. By hosting the expo, Kenya has provided a vital platform where buyers and sellers in the tourism industry can connect and explore partnerships. This approach underscores the importance of turning Africa’s growing tourism appeal into sustainable economic opportunities through inclusive and strategic investment.
Francis Gichaba, chairman of the Kenya Tourism Board, emphasized that while Africa accounts for nearly 10 percent of global tourist arrivals, it attracts less than 4 percent of global tourism investment. This investment gap highlights the urgency of creating opportunities that will not only unlock growth but also strengthen resilience in Africa’s tourism industry. By creating such platforms, Africa is positioning itself to redefine global tourism and secure its place as a competitive, resilient, and sustainable destination.
