Kenya’s Ministry of Tourism is focusing on attracting 200,000 visitors over the next five years through adventure tourism. The country has launched the Magical Kenya Mountain and Trail Series to expand beyond its traditional beach and wildlife offerings. The initiative aims to draw international tourists while also promoting local travel and creating economic benefits for local communities.
Rebecca Miano, Kenya’s Cabinet Secretary for Tourism, highlighted the importance of diversifying the country’s tourism sector. The series features activities such as hiking, biking, farm tours, and cultural experiences across five counties: Laikipia, Elgeyo Marakwet, Uasin Gishu, Baringo, and Nandi.
June Chepkemei, CEO of the Kenya Tourism Board, emphasized that the series would help uncover lesser-known attractions while offering visitors an opportunity to engage with Kenya’s diverse cultures. She added that this push for adventure tourism is expected to increase both domestic and international visitation, contributing to Kenya’s growing tourism revenue, which reached 350 billion Kenyan shillings (roughly 2.7 billion USD) in 2024.
This initiative is seen as part of Kenya’s broader effort to strengthen its economy by diversifying tourism pathways, alongside key sectors like tea, horticulture, and remittances from the diaspora. With its rich cultural heritage and natural landscapes, Kenya aims to welcome more adventure tourists eager to explore the country’s scenic beauty through outdoor activities.