NAROK, Kenya — Kenya has significantly intensified its campaign to boost tourist numbers, with President William Ruto announcing a bold target of attracting five million international visitors annually by 2027.
The President stated that this invigorated campaign aims to position Kenya as the cradle of human origin and a premier global destination offering diverse experiences, including innovation, sports and conference tourism, adventure, wildlife, culture, and beach holidays.
“We are expanding our tourism products beyond wildlife, national parks and beaches to include a wide array. Digital innovation, sports and conference tourism, and culture are the new areas on offer,” President Ruto remarked.
He made these comments while officiating the global live coverage of the 2025 Great Wildebeest Migration, a partnership with China Media Group Africa, held at the Maasai Mara in Narok County on Thursday.
The annual wildebeest migration is a spectacular event that draws thousands of international and local tourists, who book accommodations around the game reserve for the unique opportunity to witness this natural wonder.
The wildebeests’ perilous crossings of the Mara River, where they face predation by crocodiles, create dramatic life-and-death struggles that form one of the migration’s most compelling highlights.
President Ruto emphasized Kenya’s commitment to fostering tourism that is inclusive, regenerative, and profoundly respectful of nature.
“We are focused on tourism that enriches both the visitor and the host, and transforms travelers into ambassadors for Kenya, a country proud of its wild beauty, conservation achievements, and unbreakable spirit,” the President stated.
He further noted, “Today’s historic broadcast is a powerful reminder of what is possible when vision meets partnership. It is also a call to the world to travel with purpose, to preserve what is precious, and to pass on a healthier planet to future generations.”
President Ruto highlighted the Maasai Mara, which welcomes over 400,000 visitors each year, as the “crown jewel” of Kenya’s tourism offerings. He explained that sustainable tourism is a tangible reality in the Maasai Mara, where communities flourish, ecosystems thrive, and visitors depart enchanted.
He also presented this remarkable phenomenon as living proof of Kenya’s exceptional leadership in conservation.
The President underscored that Kenya’s dedicated efforts to protect biodiversity, restore habitats, and actively involve local communities in stewardship have transformed the Maasai Mara into not only a wildlife sanctuary but also a global emblem of sustainability.
“Our partnership with China, and particularly with China Media Group Africa, echoes this same philosophy – that progress and conservation can go hand in hand,” he said.
He added that through initiatives like the Belt and Road, Kenya and China are not only developing infrastructure but also fostering mutual understanding, trust, and shared responsibility for the planet.
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Last year, President Ruto reported that Kenya welcomed 2.4 million international visitors, representing a 15 per cent increase from the previous year. He described this surge as a powerful signal of global confidence in the country’s destinations.
“And the Mara stands tall among them not just for its wildlife, but for the warmth of the Maasai people, whose culture, hospitality, and guardianship make this landscape truly unforgettable,” the President concluded. He extended an invitation to tourists worldwide, urging them to visit the Maasai Mara and experience the exhilarating wildebeest migration adventure.
“To our friends across China, and to all watching around the world, I invite you to explore our treasures from the thundering hooves of the Mara to the calm shores of our coast, from snow-capped peaks to sunlit savannahs,” he urged, proclaiming that Kenya is open, radiant, and ready to share its soul with the world.
Tourism Cabinet Secretary Rebecca Miano and Narok Governor Patrick Ntutu were among the dignitaries present at the event.
