President William Ruto has reaffirmed the government’s commitment to making tourism a central pillar of economic growth, targeting 5 million international visitors and over Sh1 trillion in revenue by 2028. Speaking at KICC, he noted that tourism holds vast potential to create jobs, attract investment, and enhance Kenya’s global reputation.

To drive this agenda, the government is investing in innovation, new tourism products, and major infrastructure projects such as the Bomas International Convention Complex, set for completion in 2026.

He also announced a refreshed national brand, “Magical Kenya: The Origin of Wonder,” as Kenya places tourism and wildlife at the heart of this year’s Jamhuri Day celebrations.