Kenyan Deputy President Kithure Kindiki addresses the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kenya, Oct. 2, 2025. Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters. (Xinhua/Yang Guang)
Speaking at the 15th edition of the Magical Kenya Travel Expo in Nairobi, the capital of Kenya, Kindiki said Africa's tourism market has the potential for sustained growth if supported by an enabling policy and regulatory environment.
Africa has emerged as one of the strongest performing regions in global tourism recovery in 2025, Kindiki noted, adding that the continent must scale up innovations to strengthen the sector's resilience.
"We must do more to tap into this growth and drive performance. We must develop new tourism products and exploit untapped potential in our traditional attractions to spur the sector's growth," Kindiki said.
Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters.
Rebecca Miano, Kenya's cabinet secretary for tourism and wildlife, said one of the highlights of this year's expo is its integration with the Africa Tourism Investment Forum, which seeks innovative ways to channel capital into the sector.
"This forum creates a meeting point where investors, policymakers, and vetted tourism entrepreneurs converge to unlock tangible investment opportunities," Miano said, adding that Kenya is taking the lead in shaping the future of African tourism investment.
Miano highlighted Africa's creative assets, including film, music, and cultural festivals, describing them as valuable tourism resources that could also generate employment opportunities for local youth.
Francis Gichaba, chairman of the Kenya Tourism Board, said Africa accounts for about 10 percent of global tourist arrivals but attracts less than 4 percent of investment in the sector, underscoring the need to bridge the gap.
He stressed that creating a platform to connect buyers and sellers will be vital in revitalizing Africa's tourism.
An exhibitor displays paintings with African characteristics at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kenya, Oct. 2, 2025. Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters. (Xinhua/Yang Guang)
A Maasai man dances in front of an open-top safari vehicle to attract visitors at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kenya, Oct. 2, 2025. Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters. (Xinhua/Yang Guang)
A Maasai man sits in an open-top safari vehicle at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kenya, Oct. 2, 2025. Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters. (Xinhua/Yang Guang)
Visitors view hand-woven tote bags made from eco-friendly materials at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kenya, Oct. 2, 2025. Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters. (Xinhua/Yang Guang)
An exhibitor displays African-style jewelry at the 15th edition of the Magical Kenya Travel Expo in Nairobi, Kenya, Oct. 2, 2025. Kenya is hosting the three-day expo, running until Friday, which has attracted 6,500 delegates from 40 countries, including tourism ministers, city mayors, investors, travel enthusiasts, and promoters. (Xinhua/Yang Guang)
