Today as the world will be marking the International Tourism day, Kenya has every reason to celebrate. Tourism is not just an economic activity for us — it is part of our national identity. From the vast savannahs of the Maasai Mara to the turquoise waters of the Indian Ocean, from the cultural rhythms of our communities to the innovation buzzing in our cities, Kenya is blessed with unmatched diversity. Tourism contributes significantly to our economy, creates millions of jobs, and positions our nation as one of Africa’s most welcoming gateways.

But the real story of Kenyan tourism today is one of renewal and diversification. We are moving beyond the traditional safari model and embracing a wider vision — one that reflects the richness of who we are as a country. While the wildebeest migration remains an iconic global spectacle, our sector is actively opening doors to new experiences, new markets, and new ways of connecting with the world.

Take cultural tourism: every corner of our country tells a story. From the Samburu and Maasai traditions to the Swahili heritage of Lamu, Kenya offers authentic cultural encounters that global travelers increasingly seek. Visitors no longer just want to see; they want to engage, learn, and connect with people. By spotlighting our communities, we empower them economically while preserving the heritage that defines us.

Or consider coastal and marine tourism. Kenya’s coastline is not only a place of relaxation, but also an adventure playground for diving, kitesurfing, fishing, and conservation tourism. Our coral reefs, marine parks, and pristine beaches offer experiences that rival the best in the world. We are positioning the coast as a hub for both leisure and investment, complementing our traditional safari circuits.

We are also tapping into sports and adventure tourism. Kenya is renowned globally as the home of champions, and we are now leveraging that reputation. High-altitude training camps in Iten attract athletes from across the globe. Hiking trails on Mount Kenya, cycling routes, and desert rallies in northern Kenya are redefining adventure travel. The spirit of endurance and exploration that defines our athletes is now reflected in our tourism offerings.

Another frontier is business and conferencing tourism. Nairobi is already a diplomatic and commercial hub, home to international organizations and a gateway to Africa. With our improved infrastructure, state-of-the-art conference facilities, and world-class hospitality, Kenya is ready to become a leading destination for meetings, incentives, conferences, and exhibitions. This segment of tourism provides stability and resilience against seasonal fluctuations.

Importantly, domestic tourism has emerged as a powerful driver of growth. Kenyans themselves are increasingly traveling within their own country, discovering hidden gems and supporting local businesses. This is a welcome shift. A strong domestic market cushions the industry during global shocks, while instilling national pride in our shared heritage.

Diversification is not just about products, but also about markets. We are expanding our outreach beyond traditional European and North American visitors, tapping into Asia, the Middle East, and Africa itself. Regional travel is on the rise, and Kenya is positioning itself as the preferred destination for African explorers.

This journey of renewal is underpinned by sustainability and inclusivity. Diversification will mean little if it does not protect our wildlife, empower our communities, and ensure that future generations inherit a thriving environment. Our strategy places conservation and people at the heart of tourism. When local communities benefit directly from tourism, they become champions of conservation.

World Tourism Week reminds us that while the global industry faces challenges, Kenya is not standing still. We are seizing this moment to reshape our narrative, broaden our offerings, and deepen our impact. The message to the world is clear: Kenya is more than a safari; it is a kaleidoscope of experiences, a destination where culture, adventure, business, and conservation converge.

I am optimistic. The trends are in our favor, our people are ready, and our natural and cultural assets are second to none. With diversification as our guiding light, Kenya’s tourism sector is not just recovering — it is reimagining itself for an even brighter future.

Kenya is truly magical. Karibu Kenya !!!

Rebecca Miano is the Cabinet Secretary in the Ministry of Tourism and Wildlife