Tourism: Lessons for Kenya from Egypt’s success

Kenya’s tourism ministry recently announced a modest goal to attract 200,000 adventure tourists over the next five years.

Through the Magical Kenya Mountain and Trail Series, the plan focuses on activities such as hiking, biking, cultural immersions, and farm tours in five counties: Laikipia, Elgeyo Marakwet, Uasin Gishu, Baringo, and Nandi.

While this initiative taps into Kenya’s rich landscapes and diverse cultures, it barely scratches the surface of the country’s potential to become a global tourism powerhouse.

Kenya’s tourism sector has long been celebrated for its wildlife and iconic destinations like the Maasai Mara and Amboseli National Park. However, the numbers tell a different story.

With annual arrivals around two million, Kenya lags behind countries like Egypt, which in contrast attracted 17.5 million visitors last year. Egypt’s success stems from a unique national tourism strategy focused on infrastructure development, digital innovation, and targeted marketing campaigns.

One lesson Kenya can learn from Egypt is the importance of diversifying tourism offerings. Egypt’s emphasis on its historical and cultural heritage — highlighting the Pyramids of Giza, Luxor’s temples, and the Grand Egyptian Museum — has positioned it as a cultural tourism hub. Kenya could replicate this by developing its historical landmarks and cultural sites.

Places like Fort Jesus in Mombasa, the Great Rift Valley, and the sacred Kaya forests hold immense potential to attract global visitors if enhanced with modern visitor centres, interactive exhibits, and immersive experiences.

Marketing is another area where Kenya needs to change tack. Egypt invests heavily in high-quality promotional campaigns that dominate international platforms like CNN, BBC, and social media channels.

Kenya’s marketing efforts, by contrast, are sporadic and lack the same global reach and depth. A comprehensive strategy leveraging digital platforms like TikTok, Instagram, and YouTube could transform the country’s visibility.

While Kenyans are renowned for creating visually engaging content, they are not being tapped to target campaigns in high-potential markets like the United States, China, and Europe, which in conjunction with local and global influencers, would attract a new wave of tourists, particularly younger audiences seeking unique experiences.

Kenya should prioritise upgrading its transport infrastructure, including airports in secondary cities like Kisumu and Eldoret, to boost regional tourism. Improved road networks and affordable domestic flights to attractions like Lamu, the coast, and national parks would encourage more comprehensive travel within the country. Expanding the Standard Gauge Railway to more tourist destinations would further enhance accessibility.

Visa reforms are another area Kenya could address to attract more visitors. Egypt’s simplified e-visa system and expanded visa-free entry have made it easier for tourists to visit. Kenya could adopt a similar model, reducing visa fees and offering visa-on-arrival options for key markets. Building strategic partnerships with nations that have high outbound travel, such as India, China, and the Gulf states, would also help establish direct flight routes and simplified entry procedures, boosting arrivals.

Affordable all-inclusive packages offered by Egyptian tour operators appeal to budget-conscious travellers from Europe and Asia. Collaborating with local hotels, airlines, and tour operators to create similar packages would help Kenya compete in the global market. Highlighting unique combinations, such as wildlife safaris, beach holidays, and cultural tours, would attract a diverse audience.

Kenya’s tourism sector holds immense untapped potential, stakeholders must consider harnessing tools like TikTok, Instagram, and influencer campaigns alongside major infrastructure and policy reforms to tap higher revenues, and establish a resilient tourism sector that benefits both travellers and local communities.

— The writer is People Daily’s Business Editor