The initiative aims to raise visitor numbers from the current 2.7 million to 5 million by 2028, a target officials describe as ambitious but achievable if supporting infrastructure and policy reforms are effectively implemented.
Speaking at the Kenya Association of Hotel Keepers and Caterers (KAHC) Annual Symposium held in Malindi, Tourism Principal Secretary Julius Bitok emphasized that improved air access will play a central role in unlocking the sector’s growth potential.
He stressed that aviation policy adjustments are being considered to make it easier for airlines to operate more frequent routes into Kenya, thereby improving accessibility for international travellers.
“We are serious about doubling the number of tourist arrivals in Kenya by 2028. That means doing all we can to create an enabling environment, including improving the policy framework to support the industry's growth,” he said.
Bitok also pointed to infrastructure gaps as a continuing challenge, citing short runways at key tourist gateways such as Malindi and Diani airports, alongside underdeveloped road networks, as constraints affecting Kenya’s competitiveness in the global tourism market.
Despite these challenges, he maintained that Kenya remains well-positioned to attract visitors throughout the year, highlighting its wide range of tourism assets including wildlife reserves, national parks, scenic landscapes, and coastal attractions.
The government’s strategy also places strong emphasis on service quality within the hospitality sector. Bitok urged hotels and tourism operators to maintain high standards, noting that visitor satisfaction is critical in driving repeat travel and strengthening Kenya’s international reputation.
“Our people continue to be our most valuable asset. We must continue to invest in skills development, youth empowerment, gender inclusion and fair labour practices throughout the industry,” he said, underscoring the importance of human capital development in sustaining growth.
Industry stakeholders have largely welcomed the proposed reforms. Kenya Association of Hotel Keepers and Caterers Chairman Christopher Musau supported the push for a more flexible aviation framework, arguing that improved flight access would enhance arrivals and help Kenya compete more effectively with other fast-growing tourism destinations.
As the country works toward its 2028 target, the focus is increasingly shifting toward connectivity, infrastructure upgrades, and workforce development as the key pillars expected to determine whether Kenya can successfully scale its tourism industry.