The 15th Magical Kenya Travel Expo opened at Uhuru Gardens in Nairobi on October 2, 2025, bringing together thousands of delegates, exhibitors, and travel professionals from across the globe in what has become one of Africa’s most important tourism gatherings.
The Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, welcomed over 6,500 delegates from 40 countries, alongside more than 400 exhibitors and 5,000 travel professionals, with more than 10,000 pre-arranged business meetings scheduled during the event.
She explained that this year’s theme, “Magical Kenya: Unlocking Africa’s Potential through Sustainable Tourism,” was a reminder that tourism is not just about the present but about the future of communities, environmental health, and lasting prosperity.
Miano underlined Africa’s immense potential, noting that tourism remains one of the continent’s strongest economic resources if harnessed wisely.
She pointed out that a major addition to this year’s expo is the Africa Tourism Investment Forum, which is addressing the long-standing challenge of access to affordable capital. With the involvement of the African Continental Free Trade Area and other key institutions, the forum offers a space where investors, policymakers, and entrepreneurs can create tangible opportunities that shape the future of African tourism investment.
She stated that Kenya is determined to achieve 5.5 million visitors by 2027 by investing in airports, roads, enhanced security, and simplified travel processes. She also spoke of the need to diversify into adventure, wellness, and cultural tourism while ensuring sustainability remains at the center.
Businesses were urged to embrace responsible practices to match global expectations, as today’s travellers make choices guided by environmental and social stewardship. She further recognised the growing value of Africa’s creative industries film, music, and culture as part of Kenya’s tourism offering, providing authentic experiences and opportunities for young people.
Deputy President Kithure Kindiki, who officially opened the expo, reiterated the importance of tourism to Kenya’s Bottom-Up Economic Transformation Agenda. He shared that in 2024, Kenya received 2.4 million visitors, an increase of over 15 percent from the previous year, generating KSh 452 billion.
Deputy President Kithure Kindiki, Tourism CS Rebecca Miano and the delegation during the official opening of Magical Kenya Travel Expo. Photo Courtesy/Rebecca Miano (X)
He added that projections for 2025 show the sector contributing KSh 1.2 trillion to the economy and supporting 1.7 million jobs. He explained that every visitor sustains multiple sectors, from agriculture and transport to crafts, hospitality, and entertainment, making tourism a multiplier that uplifts communities.
The Deputy President pointed to key infrastructure projects such as the Nairobi–Nakuru–Mau Summit Highway, the Mteza Bridge, the Dongo Kundu Bypass, and the expansion of the Standard Gauge Railway, broadband, and energy access as steps that are improving the tourism environment. He said aviation has opened Kenya’s skies, with direct flights from hubs such as New York, London, and the newly launched Gatwick route making travel easier, complemented by visa-free access and improved hotel standards.
He also referred to the growth of cruise tourism, citing the reception of Norwegian Dawn and the increased berthing of liners at Mombasa’s cruise terminal as signs of a growing segment.
Despite positive growth, the Deputy President acknowledged that Kenya must do more to compete with global leaders in tourism and even regional peers such as Tanzania and Uganda. He praised new innovations such as astro-tourism and desert safaris in Chalbi, and he called for greater focus on untapped opportunities and intra-Africa tourism within the African Continental Free Trade Area framework.
He added that Kenya must market itself beyond safaris, showcasing its identity as the home of MPESA, innovation, athletes like Eliud Kipchoge, leaders like Wangari Maathai, and cultural diversity rooted in over forty ethnic communities.
He emphasized that sustainability must remain central, pointing to the 15 billion tree-planting initiative, community conservancies, and eco-tourism projects that ensure benefits reach every level of society.
Both the Cabinet Secretary and the Deputy President expressed deep appreciation for the partners, sponsors, and the Kenya Tourism Board for their role in making the event a success. They called on delegates to experience Kenya’s wildlife, pristine beaches, and rich culture before leaving. The event was described as a marketplace of ideas, a business platform, and a meeting point for cultures.
With this, the 15th Magical Kenya Travel Expo was officially declared open, setting the stage for Kenya to strengthen its place as a leader in sustainable tourism across Africa and the world.
