Kenya has launched a strategy to guide the growth and recovery of the tourism sector over the next five years, said Najib Balala, Cabinet Secretary of the Ministry of Tourism and Wildlife.

"The strategy calls for repositioning of Kenya's brand, developing new and existing markets, developing new tourism products and experiences as well as developing enablers to further strengthen the industry."

Balala said the plan also provided a roadmap to guide the marketing of experiences and tourism products in Kenya.

He said the East African nation would focus on promoting nature and wildlife, adventure and sports, and culture to both foreign and domestic tourists. A major component of the new plan is to diversify from the country's traditional dependence on safari and beach tourism.

Balala revealed that the strategy was an important part of the Ministry of Tourism's mission to accelerate economic transformation of communities by providing solutions and opening up new opportunities for growth in the sector.

"Despite the many challenges and sometimes difficult environment, the tourism sector has made tremendous progress in developing practical frameworks that deliver a memorable visitor experience. The strategy was developed with a clear vision of propelling the sector to newer and higher heights," Balala added.

He said that the COVID-19 pandemic had adversely affected the tourism industry, necessitating the need to re-strategise in order to re-grow and reshape the tourism ecosystem in a smart way that would ensure continued resilience and sustainability of the industry.

Government data indicates that international tourist arrivals hit 870 465 in 2021, earning the country KES146bn (€1.2bn).