2024 MKTE opens as President Ruto declares Kenya’s ambition for 5 million tourists by 2027
The 2024 Magical Kenya Travel Expo (MKTE) is in full swing at Nairobi’s Uhuru Gardens National Monument and Museum. This year’s edition has drawn an impressive gathering of both local and international buyers, exhibitors, media and tourism stakeholders, all eager to explore Kenya’s vast and diverse tourism offerings.
At the opening ceremony today, CEO of the Kenya Tourism Board (KTB), June Chepkemei, highlighted the significance of the expo in promoting Kenya’s tourism on a global scale. She disclosed that since its inception in 2011, MKTE has hosted over 25,000 delegates from all over the world in addition to 180 international media.
There is over 4000 event participants at this year’s, making the expo a significant platform for raising the profile of Kenya as a competitive tourist destination.
Rebecca Miano, Kenya’s Minister of Tourism and Wildlife, echoed these sentiments in her address. She noted the expo’s pivotal role in reimagining how Kenya’s tourism is marketed.
“We are working on diversifying the products, increasing safety and security, digitising, among others,” she emphasised, with the goal of doubling the country’s tourism numbers in the coming years.
President William Ruto officially opened MKTE 2024, offering a warm welcome to all in attendance. “I am delighted to welcome you all to this important event. To our visitors from abroad: welcome to Nairobi, our vibrant, modern, and diverse capital city that embodies the spirit of Kenya.”
The President pointed out that Lonely Planet named Nairobi the world’s top city in its “Best In Travel 2024” rankings, a testament to Kenya’s cultural richness and hospitality. “Kenya is the cradle of humanity,” President Ruto continued, reminding attendees that some of the earliest human remains were discovered in Kenya’s Lake Turkana basin. “As the Turkana people say, ‘Tobong’u Lorre’—‘Welcome Home.’ Explore, connect, and celebrate: Welcome home.”
Tourism is at the heart of Kenya’s economy, contributing to employment, infrastructure development, and foreign exchange. Last year, Kenya welcomed over two million visitors, generating Ksh 352 billion in revenue. The east African country aims to attract five million visitors annually by 2027, and events like MKTE are crucial in driving this ambition.
For 14 years, MKTE has provided an invaluable platform for B2B meetings, enabling Kenyan businesses to forge connections with international markets. The event’s cost-effective promotion and networking opportunities have fostered long-term partnerships, propelling local enterprises onto the global stage.
In his speech, President Ruto announced several exciting developments aimed at enhancing Kenya’s tourism appeal. Infrastructure projects are well underway to upgrade transport networks in key tourism areas like the coast, Maasai Mara and northern Kenya. The recent opening of the Dongo Kundu road he said, has significantly boosted coastal tourism, while road expansions continue to connect Mombasa, Diani, and Malindi, among other destinations.
In the hospitality sector, efforts to attract international investment have already borne fruit, with global brands such as the J.W. Marriott Hotel recently opening in Nairobi. “We have streamlined business operations to attract investments, offering incentives and an enabling environment,” Ruto stated, pointing to the creation of new jobs for Kenya’s youth.
Recognising the rich cultural tapestry that defines Kenya, the President also stressed the importance of cultural tourism in preserving heritage while strengthening global ties. “Our incredible diversity, with over 40 distinct cultures, offers visitors the chance to immerse themselves in our rich cultural heritage,” he said, underscoring Kenya’s unique identity as the birthplace of humanity.
In a move to make Kenya even more accessible, President Ruto reiterated the introduction of a visa-free policy, welcoming tourists and business travellers from across the globe. He also revealed the Digital Nomad Work Permit, designed to attract global digital professionals, allowing them to live and work in Kenya while enjoying its natural beauty and high quality of life.
