Kenya’s visa-free travel policy is delivering significant gains for the tourism sector and the wider economy, Cabinet Secretary for Tourism and Wildlife Rebecca Miano has said.

The policy, introduced by President William Ruto, was designed to remove long-standing barriers to travel, simplify entry procedures, and position Kenya as an open and globally competitive destination.

According to Miano, the results now clearly demonstrate that the strategy is working.

She revealed that international visitor arrivals rose to 2.4 million in 2024, marking a major recovery and placing the country firmly on course to achieve its target of 3 million visitors by the end of 2025.

This represents a 14 percent year-on-year growth, a performance she described as a strong vote of confidence in the Kenyan tourism brand.

Miano attributed the surge largely to the implementation of the Electronic Travel Authorisation (ETA) system, which replaced traditional visa requirements for most travelers.

The system has significantly reduced bureaucratic delays, enabling smoother and faster access to the country.

“By simplifying entry, Kenya has positioned itself as a destination of choice for the modern, spontaneous global traveler,” she noted.

The increased visitor traffic is expected to have a major economic impact. Miano said the tourism sector is projected to contribute up to KSh 1.2 trillion to the Gross Domestic Product by the end of the year, strengthening the national economy, supporting the shilling, and helping fund essential public services.

She further noted that Kenya’s ease of travel has reinforced its reputation as a leading regional hub for Meetings, Incentives, Conferences, and Exhibitions (MICE).

The country is also emerging as a pioneer of African integration, reflecting the spirit of the African Continental Free Trade Area (AfCFTA) and attracting international events and business travelers.

Beyond the headline figures, Miano emphasized the impact of the visa-free policy on livelihoods across the country.

Tourism currently supports more than 1.7 million jobs, benefiting taxi drivers in Nairobi, tour guides in the Maasai Mara, hoteliers along the Coast, and artisans in local markets.

Looking ahead, the government aims to grow tourism-supported employment to 2.2 million jobs by 2034, with a strong focus on sustainable opportunities for the youth.

Miano reaffirmed the Ministry of Tourism and Wildlife’s commitment to ensuring that the Magical Kenya experience begins the moment a traveler considers visiting.

“Our borders are open, our people are ready, and Kenya’s future as a global tourism hub is brighter than ever,” she said.

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