By Caroline Katana
Kenya has opened a fresh chapter in its tourism revival strategy by pitching the Coast as the country’s next frontier for multibillion-shilling investments.
At the Tourism Investors’ Forum held in Diani, government leaders and industry players set out a bold vision to reposition the region as a premier global destination, while addressing long-standing challenges that have slowed growth.
The forum comes ahead of the Kenya Coast Tourism Investment Conference set for September in Nairobi and the Magical Kenya Travel Expo in October.
Together, these events are expected to generate new partnerships, funding opportunities, and attract international brands to Kenya’s coastal belt.
Coastal Tourism: Kenya’s Economic Lifeline
Tourism Cabinet Secretary Rebecca Miano, in her speech delivered via video call, described the Coast as “a national jewel” that must be urgently revitalized if Kenya is to remain competitive in the global tourism market.
She revealed that the Coast accounts for nearly 60 percent of all international leisure visitors arriving in Kenya, with Mombasa and Diani among the most visited destinations.
Coastal tourism generates over KSh 100 billion annually in direct and indirect earnings, supporting thousands of jobs in hospitality, transport, and cultural enterprises.
“This region is an economic lifeline. When coastal tourism thrives, Kenya’s tourism blossoms. When it struggles, the entire sector feels the impact. Ensuring the Coast remains globally competitive is absolutely paramount,” Miano stated.
She noted that many resorts and hotels urgently require refurbishment, modernization, and expansion if the country is to meet rising visitor expectations.
Lack of affordable credit, safety and sanitation concerns, and the slow uptake of international hotel brands were cited as persistent obstacles that deter investors.
Government’s Promise to Investors
Miano assured stakeholders that the government is committed to removing barriers to investment through attractive incentives, affordable credit financing, and streamlined approvals.
She added that the ministry is engaging global hotel chains such as Marriott, Accor, and Hilton, while also mobilizing domestic investors, pension funds, and banks to channel capital into the sector. Infrastructure development — particularly roads, airports, utilities, and digital connectivity — has also been prioritized to ease access to destinations like Diani, Malindi, Watamu, Kilifi, and Lamu.
“Kenya is open for investment, ready for partnership, and determined to reclaim its position as Africa’s destination of choice,” Miano emphasized.
Kenya Tourism Board Chairman, Francis Gichaba
Competition Rising
Kenya Tourism Board (KTB) Chairman Francis Gichaba cautioned that Kenya cannot afford to lag behind regional rivals such as Zanzibar, Seychelles, and Mauritius, which have aggressively courted international hotel brands and improved air connectivity.
“What used to be our cake yesterday becomes someone’s lunch tomorrow. Competition is growing, and if we do not step up, we risk losing our share,” he said.
Gichaba noted that 50 to 60 percent of international tourists visiting Kenya choose the Coast, underscoring the urgency of reinvesting in the region.
He highlighted the need to attract global brands like Radisson and Hyatt, whose marketing networks could give Kenya more visibility internationally.
The KTB Chair also unveiled a three-pronged strategy targeting:
Greenfield properties — landowners with no resources to develop.
Brownfield properties — existing establishments in need of upgrades or partnerships.
Strategic partnerships — franchising and collaborations between local and global players.
“We invited coastal investors to tell us what support they need. As KTB, we are taking those action points back to government for follow-up. The future looks promising if we act decisively,” he added.
Tourism Regulatory Authority director general, Norbert Talam
Raising Standards and Professionalism
The Tourism Regulatory Authority (TRA) stressed the need to upgrade quality standards along the Coast.
Director-General Norbert Talam revealed that last year’s accreditation exercise exposed poor performance among many coastal facilities, which failed to meet the national minimum standards.
He confirmed that a national hotel classification is being launched soon to address this gap.
“Our coastal facilities must match the expectations of global travelers. That is why we are enforcing accreditation, upgrading standards, and introducing a code of ethics for tourism professionals and beach operators,” Talam said.
He explained that the TRA is also partnering with the Kenya Utalii College and the Tourism Fund to train professionals, ensuring service delivery meets international benchmarks.
Group managing director Pride Inn Hotels and Camps, Hasnain Noorani
Private Sector: Optimistic but Cautious
From the private sector, Hasnain Noorani, Group Managing Director of PrideInn Hotels & Resorts, described the government’s commitment as encouraging, but emphasized that achieving the vision of 5.5 million international arrivals by 2027 will require a sharper focus on the Coast.
“The Coast is the only destination where you can have breakfast at the beach, lunch in the bush, and watch the sunset back on the beach. With six exotic destinations — Mombasa, Diani, Watamu, Kilifi, Malindi, and Lamu — each offering unique experiences, this region must be the anchor of Kenya’s growth strategy,” Norani said.
He added that infrastructure gaps, particularly roads and air connectivity, must be urgently addressed to attract more airlines and facilitate easy access to the resorts.
What’s Next: Two Major Conferences
The Diani forum laid the groundwork for two major upcoming events:
Coast Tourism Investment Conference (September 29): Will showcase a pipeline of investment-ready projects, from greenfield land developments to brownfield refurbishments, to financiers and developers.
Magical Kenya Travel Expo (October 1–3): Will host over 200 global buyers, creating a marketplace for local investors to network with international partners, financiers, and hospitality brands.
Officials expressed confidence that these events will provide the springboard to rejuvenate Kenya’s coastal tourism sector.
Coast’s Defining Moment
For Kwale County, hosting the investors’ forum shone a spotlight on Diani’s potential as a magnet for high-value investment.
County leaders highlighted the ripple effect such projects could have on jobs, supply chains, and community enterprises.
The consensus from government, regulators, and private players was clear: coastal tourism is at a defining moment. Kenya can either reinvest or reclaim its leadership or risk being overshadowed by competitors.
As the forum closed, the message from Diani was unequivocal: Kenya is open for business — and the Coast is the jewel investors cannot afford to overlook.
