Tourism Principal Secretary Julius Bitok
The government has warned leaders against making remarks that could scare away foreign tourists and investors, saying Kenya's tourism sector contributed about Sh1.7 trillion to the economy last year and supports nearly two million jobs.
Tourism Principal Secretary Julius Bitok expressed concern over recent calls urging foreigners to avoid visiting Kenya because of alleged insecurity, describing the remarks as "unfortunate and irresponsible".
He cautioned that negative statements about the country could undermine years of work to market Kenya as a leading global tourism destination.
The warning comes as Kenya seeks to build on last year's performance, when the country recorded about 2.7 million international tourist arrivals.
The government is targeting five million international arrivals by 2028, a goal that depends on sustaining global confidence in Kenya as a safe and attractive destination.
Beyond generating foreign exchange, tourism contributes close to 10 per cent of the country's Gross Domestic Product and supports jobs across hotels, transport services, tour companies, cultural enterprises and conservation projects.
Bitok warned that the sector is highly competitive and particularly vulnerable to concerns over safety and stability.
"Alarmist or unverified statements can quickly destroy credibility and reputation that has taken years to build," he said.
He noted that Kenya has built a strong international reputation through its wildlife, diverse landscapes, rich culture and hospitality, adding that negative portrayals of the country could discourage potential visitors.
According to the ministry, any decline in tourist arrivals would have a ripple effect on businesses and thousands of Kenyans whose livelihoods depend on the sector.
Bitok also urged political leaders to keep tourism out of political contests.
"Tourism should remain insulated from political contestation and the turbulence of political seasons," he said.
He encouraged those with genuine concerns about the sector to raise them responsibly in a manner that safeguards the country's broader interests.
The ministry said the government will continue working with local and international tourism stakeholders to ensure visitors enjoy a safe and positive experience in Kenya.
"We encourage tourists and investors to continue choosing Kenya with confidence as a destination for leisure, business, investment, and adventure," Bitok said.
As Kenya pushes to almost double international tourist arrivals to five million by 2028, the ministry says maintaining confidence among visitors will be critical to protecting the jobs, businesses and livelihoods that depend on the country's tourism industry.
