Kenya has launched an ambitious campaign to position itself as a premier global tourism destination, coinciding with the start of the 2025 Great Wildebeest Migration. President William Ruto announced the initiative during the opening ceremony of a landmark livestream event at Masai Mara National Reserve, where over 1.5 million wildebeest began their annual cross-border journey.
The government aims to attract 5 million international visitors annually by 2027 – a 150% increase from current levels. "This migration represents more than natural spectacle; it's proof of our commitment to conservation and sustainable tourism that benefits both communities and ecosystems," Ruto told attendees at the reserve, renowned for its Big Five wildlife and Maasai cultural heritage.
Analysts note the strategy aligns with Africa's growing ecotourism market, projected to reach $13.9 billion by 2028. The campaign emphasizes digital innovation through 24/7 wildlife livestreams and partnerships with global conservation organizations. Tourism currently contributes 10% to Kenya's GDP and employs over 1.6 million people.
For investors, the push signals opportunities in lodge development, transport infrastructure, and renewable energy projects supporting eco-tourism. The initiative also introduces tax incentives for businesses enhancing visitor experiences while preserving cultural traditions.
