Kenya’s tourism sector has moved to reassure visitors and investors that the country remains safe and open for business, while warning political leaders against rhetoric that could damage confidence in one of the country’s biggest foreign exchange earners.
The response follows remarks by former Deputy President Rigathi Gachagua on Sunday urging tourists and foreign investors to postpone travel and investment in Kenya, citing what he described as growing insecurity.
Tourism Principal Secretary Prof. Julius Bitok on Tuesday led government and industry stakeholders in rejecting the remarks, describing them as irresponsible and potentially damaging to Kenya’s international reputation.
“These remarks are unfortunate and irresponsible,” Bitok said. “They undermine the concerted efforts by the Government and stakeholders across the tourism value chain.”
The PS said tourism accounts for nearly 10 per cent of Kenya’s Gross Domestic Product (GDP) and generated about Sh1.7 trillion for the economy last year, while supporting close to two million jobs directly and indirectly.
He warned that statements capable of creating uncertainty over Kenya’s safety risk undermining livelihoods across hotels, transport, travel, conservation and other businesses dependent on visitor spending.
“Any action or statement that unnecessarily erodes confidence in Kenya as a safe and attractive destination places these livelihoods and economic gains at risk,” Bitok said.
According to the PS, Kenya received approximately 2.7 million international visitors last year and remains on course to achieve its target of five million arrivals by 2028.
He called for the tourism sector to be protected from political contests, arguing that the country’s destination brand should not become collateral damage during periods of heightened political competition.
“Tourism should remain insulated from political contestation and the turbulence of political seasons,” he said.
Kenya Tourism Federation chairman Fred Odek said restoring traveller confidence after reputational damage can take years, warning political actors against making statements that could trigger cancellations or discourage future bookings.
“Tourism is not a tap that can be switched off today and turned back on at will,” Odek said. “Once confidence is damaged, rebuilding it can take years, sometimes longer, regardless of how quickly political circumstances change.”
Odek said international visitors come to Kenya for its wildlife, beaches, culture, hospitality, conferences and sporting events and should not be drawn into domestic political disputes.
He added that Kenya’s tourism reputation had been built over decades through public and private investment and should be protected by all leaders regardless of political affiliation.
The Kenya Coast Tourist Association also criticised the remarks, warning that the Coast economy remains particularly vulnerable to disruptions in tourist arrivals.
“Tourism is not a political tool. It is a lifeline for millions of Kenyans,” the association said, noting that cancelled bookings directly affect hotel workers, beach operators, tour guides, drivers and other small businesses.
The Lake Victoria Tourism Association Kenya similarly warned that negative commentary could have broader consequences for Western Kenya’s hospitality, conservation and fishing economies.
“Every cancelled booking, postponed conference, or deferred safari directly affects ordinary Kenyans whose livelihoods depend on a vibrant visitor economy,” the association said.
The government maintained that Kenya remains open and secure for visitors and investors and said authorities would continue working with industry stakeholders to ensure tourists have safe and memorable experiences.
Tourism players also urged political leaders to exercise restraint in their public statements, arguing that political disagreements should not undermine a sector on which millions of Kenyans depend for employment and income.
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