Kenya ramps up tourism push as wildebeest migration begins

Kenyan President William Ruto said on Thursday that the government will intensify a campaign to boost tourist numbers in the country.

Ruto, who opened the 2025 Great Wildebeest Migration global livestream at the world-famous Masai Mara National Reserve in southwestern Kenya, said the campaign aims to attract 5 million foreign tourists by 2027.

“We are focused on tourism that enriches both the visitor and the host, and transforms travelers into ambassadors for Kenya, a country proud of its wild beauty, conservation achievements and unbreakable spirit,” he said.

The president, who urged domestic and international tourists to take advantage of the country’s attractions, said the campaign seeks to promote Kenya as the home of human origins and a top travel destination for innovation, sports, conference tourism, adventure, wildlife, culture and beach holidays.

Kenya’s international tourist arrivals increased by 15 percent to 2.4 million in 2024, up from 2.09 million in 2023, according to the Ministry of Tourism and Wildlife. Inbound tourism earnings rose to 452.20 billion shillings (about $3.5 billion) from $2.92 billion in 2023.

Ruto said Masai Mara, which welcomes more than 400,000 visitors annually, is the crown jewel of Kenya’s tourism offerings. “Sustainable tourism is a living reality in Masai Mara, where communities thrive, ecosystems flourish and travelers leave enthralled.”

The Great Wildebeest Migration is the annual movement of millions of wildebeest, zebras and other herbivores from the Serengeti in Tanzania to Masai Mara in Kenya, primarily between July and October.

A Nile crocodile ambushes wildebeest in the Mara River, Kenya. /VCG

The largest herd movement of animals on the planet, which is visible from space, is driven by the search for fresh grazing land and water following seasonal rains. The dramatic river crossings of the Mara River, where wildebeest face predators like crocodiles, are widely regarded as the highlight of this spectacular wildlife event. 

Ruto said Kenya’s efforts to protect biodiversity, restore habitats and involve communities in stewardship have made Masai Mara not only a wildlife haven, but also a global symbol of sustainability.

“To all watching around the world, I invite you to explore our treasures from the thundering hooves of Masai Mara to the calm shores of our coast, from snow-capped peaks to sunlit savannahs,” he said.

CGTN / Xinhua