Kenya's Tourism and Wildlife Cabinet Secretary Rebecca Miano has urged County Governments to enhance tourism promotion to achieve ambitious targets of 5.5 million international visitors and Sh1.1 trillion in revenue by 2028.

• Miano emphasized that counties are crucial for unlocking tourism potential by promoting diverse local attractions.
• Africa received only 5.3 percent of global arrivals in 2024, with Kenya seeing 2.4 million visitors, highlighting significant untapped opportunities.
• The initiative aims to strengthen the "Magical Kenya Brand" and reposition Kenya as a vibrant, year-round destination, while also supporting youth employment and entrepreneurial growth.