MKTE 2025: Kenya Eyes AfCFTA to Boost Intra-Africa Tourism Growth.
By Editorial Team.
Nairobi, Thursday, October 2, 2025 – Kenya is seeking to harness intra-Africa tourism opportunities within the African Continental Free Trade Area (AfCFTA) as it targets the sector’s projected KSh 1 trillion contribution to the economy by 2027.
Speaking during the opening of the 15th edition of the Magical Kenya Travel Expo (MKTE) at Uhuru Gardens, Deputy President Kithure Kindiki said that although Kenya leads its East African peers in visitor arrivals, the country must tap into continental integration to unlock double-digit growth similar to Asian and European markets.
“Tourism is a critical anchor of Kenya’s economy and a pillar of our Bottom-Up Economic Transformation Agenda. With Africa emerging as one of the strongest-performing regions in global tourism recovery, we must capitalize on AfCFTA opportunities,” Kindiki said.
According to the World Travel and Tourism Council (WTTC), Kenya’s tourism industry is projected to contribute a record KSh 1.2 trillion to the economy in 2025, representing more than 7 percent of GDP, while sustaining 1.7 million jobs — over 8 percent of national employment.
The Deputy President highlighted government investments aimed at strengthening tourism growth, including the Nairobi–Nakuru–Mau Summit Highway, the Lamu Port project, expansion of the Standard Gauge Railway, and new direct international flights. He also called for diversification of Kenya’s offerings, pointing to emerging products such as astro-tourism in Samburu, desert safaris in Chalbi, and tech-tourism leveraging Kenya’s “Silicon Savannah.”
“We must market the complete Kenya story – from our technological innovation to our athletic excellence, from the Cradle of Humankind to our forty vibrant communities,” Kindiki added.
He further stressed the importance of sustainable tourism, linking Kenya’s tree-planting campaign to eco-tourism development and underscoring the need for tourism to deliver benefits directly to local communities.
This year’s MKTE has drawn more than 6,500 delegates from 40 countries, including 400 exhibitors and 200 international buyers. The platform is showcasing how strategic investments and collaborative frameworks can strengthen Africa’s tourism ecosystem and unlock unprecedented growth potential.
Tourism and Wildlife Cabinet Secretary Rebecca Miano praised the expo’s evolution into a continental marketplace, saying it is critical in accelerating infrastructure investments that will help Kenya reach its target of 5.5 million visitors by 2027.
“Infrastructure development through public-private partnerships remains our cornerstone strategy. By leveraging private sector expertise alongside government support, we are building world-class facilities that enhance visitor experiences while creating sustainable employment across the tourism value chain,” Miano said.
Echoing this, Emily Mburu, Director of Trade in Services, Investment, and Digital Trade at the AfCFTA Secretariat, emphasized the role of tourism in advancing continental integration.
“Tourism shows how AfCFTA works in practice. When tourists move seamlessly across Africa, they activate supply chains, stimulate trade, and prove that integration delivers immediate and tangible benefits to our economies,” Mburu noted.
Africa remains a key growth driver for Kenya’s tourism sector. In 2024, the continent accounted for 40.8 percent of international arrivals, making it the largest source of visitors.
The 2025 expo will feature digital matchmaking technology to enable pre-scheduled B2B meetings, five-day familiarization trips, integrated marketing campaigns, and sessions exploring the role of the creative economy in tourism.
