PREFACE
The Tourism Sector Plan (2013-2017) covers the second five years of the Kenya Vision 2030. It is the
document that has primarily informed the tourism chapter of the Medium Term Plan 2013-2017. The
State Department of Commerce and Tourism through its Tourism Directorate is mandated to coordinate
the formulation and implementation of tourism policies. This Plan is therefore a product of an elaborate
stakeholders’ consultation which has taken into account views and aspirations of the key stakeholders
both public and private. It is envisaged to facilitate the implementation of the tourism sector strategies
during the Second MTP period. It details specific goals, objectives, strategies, actors as well as the
budgetary requirements for the various programmes and projects.
For the tourism sector to play its envisioned role during the Second MTP plan period, the following targets
have been set; Increase tourism arrivals from 1.7 million in 2012 to 3 million visitors by 2017; Increase
tourism earnings from Kshs.96.02 billion in 2012 to Kshs.200 billion by 2017; Increase bed- nights by
domestic tourists from 2.8 million in 2012 to 4 million by 2017; and develop an additional 30,000 beds
in high quality accommodation facilities by 2017 spread throughout the country.
To realize this, the Plan proposes a number of programmes and projects that will require the participation
of the Government (both national and county), private sector, development partners and the general
community among others. Some of the key programmes and projects lined up for implementation are
destination marketing programmes which include Magical Kenya Brand Refreshment, Global Brand
awareness campaign, Source Market Penetration Initiative, Marketing Domestic Tourism; Premium
Parks Initiative; Underutilized Parks initiative; Expansion of Tourism Training; Development of Niche
tourists Products which include ;Heritage tourism ,Home Stay ,Cultural Tourism , Health and Medical
Tourism; Business and Conference Tourism Initiatives and tourism Infrastructure development including
Resort Cities development
Tourism is to a large extent a service industry and therefore the quality of service is critical in its growth
and sustainability. To upgrade standards and service in the industry, the Government will undertake
periodic classification and regular inspection of facilities. Human resource development for the sector
will be promoted through expansion and regulation of training institutions. Creation of the Tourism
Regulatory Authority as established by the Tourism Act 2011 will also go a long way in ensuring
standards are maintained.
Dr. Ibrahim Mohamed
Principal Secretary, State Department of Commerce and Tourism
Ministry of East Africa Affairs, Commerce and Tourism