Kenyan Deputy President Kithure Kindiki today rallied African nations to prioritise sustainable and resilient tourism models, urging diversification of tourism products to withstand global challenges and competition.
Speaking at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kindiki emphasised the immense potential for sustained growth within Africa’s tourism sector, provided that favourable policies and regulations support it.
The three-day expo, running until Friday, has drawn a diverse gathering of 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and industry promoters.
Kindiki highlighted Africa’s strong performance in the global tourism recovery in 2025, noting the crucial need to scale up innovations to strengthen the sector’s resilience. “We must do more to tap into this growth and drive performance,” he stated. We must develop new tourism products and capitalise on untapped potential in our traditional attractions to drive the sector’s growth.
Rebecca Miano, Kenya’s Cabinet Secretary for Tourism and Wildlife, emphasised the significance of this year’s expo, particularly the integration with the Africa Tourism Investment Forum. This forum, she explained, aims to foster innovative approaches to channelling capital into the sector, creating a crucial platform for investors, policymakers, and entrepreneurs to connect and unlock investment opportunities.
Miano further underscored the value of Africa’s rich creative assets, including film, music, and cultural festivals, as valuable tourism resources that can generate employment opportunities for local youth.
Francis Gichaba, Chairman of the Kenya Tourism Board, echoed the call for greater investment in the sector, noting that despite accounting for approximately 10% of global tourist arrivals, Africa receives less than 4% of tourism investment. He emphasised the importance of creating platforms that effectively connect buyers and sellers to revitalise the industry and bridge this significant gap.
The expo’s focus on investment and diversification signifies Kenya’s commitment to shaping the future of African tourism, ensuring its sustainability and resilience in a rapidly evolving global landscape. The discussions and initiatives launched at the event are expected to pave the way for a more robust and prosperous tourism sector across the African continent.
