CS Rebecca Miano Leads United Tourism Front to Reimagine Kenya's Travel Economy -

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By John Kariuki

Naivasha, Kenya — Kenya’s tourism sector is charting a new course under the leadership of Tourism Cabinet Secretary Hon. Rebecca Miano. With bold reforms, strategic partnerships, and renewed collaboration between national and county stakeholders, the industry is being repositioned as a powerful engine for inclusive growth.

On Thursday, Naivasha hosted a landmark multiagency meeting bringing together leaders from the Kenya Tourism Board (KTB), Tour Operators Society of Kenya (TOSK), county governments, private operators, the Tourism Fund, and other stakeholders. The forum focused on aligning priorities, accelerating investments, and coordinating marketing efforts under one national vision.

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CS Miano described the gathering as “a turning point for Kenya’s tourism transformation,” highlighting the government’s ambition to build a sector that is innovative, sustainable, and inclusive. “Our strategy is clear — unity of purpose, coordinated action, and a relentless focus on quality and impact,” she said.

A major highlight was the signing of a strategic partnership between KTB and TOSK to strengthen the Magical Kenya brand. Through joint campaigns, roadshows, and training initiatives, the partnership aims to showcase all 47 counties, tapping into underexplored attractions across the country.

“This is a game changer,” said KTB CEO June Chepkemei. “It’s about pushing the boundaries of Kenya’s tourism narrative, empowering MSMEs, and spotlighting unique, authentic experiences that go beyond traditional safari circuits.”

Since taking office, CS Miano has prioritized reforms across the tourism value chain — from policy overhaul and infrastructure upgrades to product diversification and market expansion. The Ministry has finalized the review of the National Tourism Policy, launched a Domestic Tourism Calendar, and fast-tracked county-level partnerships.

At the heart of her vision is inclusivity. “Tourism must work for everyone — from the beach operator in Kilifi to the lodge owner in Baringo,” she said. The Tourism Fund’s newly unveiled five-year plan aims to raise KSh 8 billion for infrastructure, training, and innovation.

Her target: five million international arrivals by 2027 — to be achieved through digital transformation, improved security, public-private partnerships, and smarter destination marketing.

County governments at the Naivasha meeting pledged to simplify licensing processes, upgrade local hospitality standards, and co-create destination content. Private sector players vowed to raise professionalism and amplify Kenya’s tourism story on global platforms.

Across the board, one message rang clear: collaboration, not competition, is Kenya’s winning formula.

With CS Miano at the helm, the tourism sector is no longer just a legacy industry — it is a platform for national transformation, cultural pride, and shared prosperity.