6,500 Delegates, 40 Countries, And 400 Exhibitors Converge To Power Africa’s Tourism Future
Kenya is setting its sights on intra-Africa tourism growth within the African Continental Free Trade Area (AfCFTA), with the goal of unlocking a projected Ksh 1 trillion contribution to the economy by 2027. This ambitious plan was announced at the 15th edition of the Magical Kenya Travel Expo (MKTE 2025), officially opened on Thursday, October 2nd, at Uhuru Gardens, Nairobi.
Speaking during the opening ceremony, Deputy President Kithure Kindiki emphasized that while Kenya leads the East African region in visitor arrivals, continental integration remains the key to achieving double-digit growth comparable to Asian and European markets. “Tourism is a critical anchor of Kenya’s economy and a pillar of our Bottom-Up Economic Transformation Agenda (BETA). With Africa emerging as one of the strongest-performing regions in global tourism recovery, we must capitalize on AfCFTA opportunities,” he said.
According to the World Travel & Tourism Council (WTTC), Kenya’s tourism sector is projected to contribute a record KSh 1.2 trillion to the economy in 2025, representing more than 7% of GDP, while supporting 1.7 million jobs – equivalent to 8% of national employment. To accelerate this growth, the government is banking on major infrastructure projects such as the Nairobi-Nakuru-Mau Summit Highway, the expansion of the Standard Gauge Railway (SGR), the development of Lamu Port, and the launch of new direct international flight routes.
Beyond infrastructure, the Deputy President spotlighted the importance of diversifying Kenya’s offerings by tapping into emerging products such as astro-tourism, desert safaris in the Chalbi, and tech-tourism built on the country’s “Silicon Savannah” reputation. He further urged the marketing of the “complete Kenya story,” showcasing the country’s athletic excellence, technological innovation, cultural diversity, and deep heritage as the Cradle of Humankind.
Sustainability is also at the heart of Kenya’s tourism agenda. The DP linked the government’s tree-planting initiative to eco-tourism development, while highlighting the need to ensure grassroots communities fully benefit from tourism growth. Tourism and Wildlife Cabinet Secretary Rebecca Miano echoed this vision, hailing MKTE’s evolution into a continental platform that drives investment flows. She reaffirmed the government’s target of attracting 5.5 million visitors by 2027, largely through public-private partnerships that build world-class facilities while creating sustainable jobs across the tourism value chain.
The focus on intra-African tourism comes at a crucial time, with Africa already emerging as Kenya’s leading source market. In 2024, 40.8% of all international arrivals into Kenya were from the continent. Emily Mburu, Director of Trade in Services, Investment, and Digital Trade at the AfCFTA Secretariat, noted that tourism is a practical example of AfCFTA integration in action. “When tourists move seamlessly across Africa, they activate supply chains, stimulate trade, and prove that integration delivers immediate, tangible benefits to African economies,” she said.
This year’s MKTE has drawn over 6,500 delegates from 40 countries, including 400 exhibitors and 200 international buyers. For the first time, the expo has integrated digital matchmaking technology to enable pre-scheduled B2B meetings, maximizing trade and networking outcomes. Delegates will also take part in five-day familiarization trips across Kenya, integrated marketing campaigns, and dedicated sessions on how the creative economy can further integrate with tourism.
By positioning itself at the center of AfCFTA-driven tourism growth, Kenya is using MKTE 2025 as more than just a showcase. The expo has become a strategic platform for unlocking intra-African opportunities, boosting investment flows, and propelling Kenya toward its ambitious tourism targets. As Africa continues to lead global tourism recovery, Kenya’s message is clear: the future of travel, trade, and integration is African – and it begins at Magical Kenya Travel Expo 2025.
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