Nairobi — Tourism and Wildlife Cabinet Secretary Rebecca Miano has urged county governments to identify, develop, and promote diverse tourism opportunities to help Kenya hit 5.5 million international visitors and Sh1.1 trillion in revenue by 2028.

Speaking at a Council of Governors (CoG) engagement in Naivasha, Miano said counties, as custodians of local tourism--from wildlife and landscapes to culture and adventure--are key to unlocking the sector's potential.

"Kenya's tourism opportunity is immense, yet much of our rich attractions remain under-promoted and under-utilized," she said, urging counties to showcase unique experiences year-round.

Miano noted that Africa received only 5.3 percent of global arrivals in 2024, with Kenya getting 2.4 million visitors, highlighting the untapped opportunities for product diversification and targeted marketing.

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She encouraged counties to participate in the national mapping of tourism products, which will provide data to address gaps, inform marketing, and strengthen county and national tourism brands.

"Strong county brands will collectively enrich the Magical Kenya Brand and reposition Kenya as a vibrant, inclusive, year-round destination," she said.

Miano also linked tourism growth to youth employment, noting that doubling tourism jobs would create opportunities for entrepreneurs, digital creators, and innovators.

She called for county support for the Tourism Brand Repositioning Taskforce to redefine Kenya's tourism narrative.

"Together, we can unlock new tourism frontiers, grow arrivals and revenue, and ensure tourism drives inclusive growth and youth employment," she added.