Kenya is strategically diversifying its tourism offerings beyond traditional safaris and beaches to position itself as a key multi-experience destination on the global stage. This move aims to tap into the growing demand for immersive outdoor, wellness-focused, and adventure-driven travel.

• Tourism contributes nearly 10% of Kenya's Gross Domestic Product (GDP), supporting 1.1 million direct jobs and over 3 million indirect jobs.
• The Magical Kenya Signature Experiences programme features 61 carefully selected adventures, showcasing the depth and diversity of the country's tourism.
• The government's decision to dedicate the 2025 Jamhuri Day celebrations to tourism underscores its central role in Kenya's economic growth and inclusive development.
• The goal is to surpass a target of 5.5 million arrivals by 2027 through unity, innovation, and shared purpose.