NAIROBI, Jan.15 (Xinhua) — Kenya’s tourism ministry said on Tuesday that it aims to attract about 200,000 travelers over the next five years by tapping into the adventure tourism market.
Rebecca Miano, cabinet secretary in the Ministry of Tourism and Wildlife, said the East African country has launched the Magical Kenya Mountain and Trail Series to diversify the sector away from beach and wildlife products.
“Through these initiatives, we seek not only to attract more international visitors but also to promote local tourism and create economic opportunities for the communities involved,” she said in a statement.
According to Miano, the Magical Kenya Mountain and Trail Series encompasses a diverse range of activities, including hiking, biking, cultural immersions, and farm tours across five counties of Laikipia, Elgeyo Marakwet, Uasin Gishu, Baringo, and Nandi.
June Chepkemei, chief executive officer (CEO) of the state-owned Kenya Tourism Board, said adventure tourism will allow visitors to discover hidden gems by traversing unique terrains and immersing themselves in the rich and diverse cultures of the participating counties.
Chepkemei noted that adventure tourism is also expected to enable Kenya to develop new tourism pathways by improving its tourism sector beyond the 2.4 million international visitors and 350 billion Kenyan shillings (about 2.7 billion U.S. dollars) in revenue generated in 2024.
She said the tourism sector remains one of the key pillars of the country’s economy as well as a key source of foreign exchange earnings alongside tea, horticulture, and diaspora remittances.
Kenya anticipates hosting more adventure enthusiasts and nature lovers, both local and international, who are keen to celebrate Kenya’s beauty through hiking, biking, farm tours, and tea and coffee tastings, the CEO added.
