Nairobi: Kenya and Uganda have set an ambitious target to attract at least 1.4 million African tourists through joint marketing, innovation, and multi-destination tourism products. The two countries unveiled the plan during the 4th Uganda Kenya Coast Tourism Conference and Exhibition held in Malindi, Kilifi County, which began on Monday.
According to Kenya News Agency, Tourism and Wildlife Cabinet Secretary Rebecca Miano stated that the two nations are focused on boosting regional tourism through collaboration and sustainable investments. She emphasized the commitment to champion the growth of tourism by streamlining processes, providing incentives, and implementing clear policies to encourage investment in eco-friendly ventures, marine tourism, and community-based projects.
This year's conference, themed "Leveraging on Youth, Innovation and Technology for Responsive and Inclusive Tourism," aimed to enhance cross-border partnerships and promote East Africa as a unified travel destination. Ms. Miano highlighted that Uganda remains one of Kenya's key source markets, with more than 225,000 Ugandan visitors recorded last year, representing 9.4 percent of total international arrivals.
Uganda's Consul General in Mombasa, Amb. Paul Mukumbya, suggested that Uganda and Kenya could complement each other by marketing their unique attractions jointly, allowing international tourists to visit both countries on the same itinerary. He noted the potential for tourists to enjoy Kenya's beaches and then travel to Uganda for gorilla trekking.
The call for complementarity in tourism marketing was supported by senior officials from both countries, including Kilifi Governor Gideon Mung'aro. The Malindi meeting follows the Kenya Coast Investment Forum, which explored ways to unlock tourism opportunities along the coastline.
Ms. Miano reiterated Kenya's commitment to attracting eco-friendly and community-based ventures to promote sustainable growth benefiting both markets. The annual conference, organized by the Consulate General of Uganda in Mombasa and other stakeholders, included familiarization trips and a golf tournament to strengthen ties and share experiences within the tourism industry.
The collaboration builds on the Memorandum of Understanding signed in July 2025 between Presidents William Ruto and Yoweri Museveni, which provides a framework for joint marketing, policy development, and tourism infrastructure investment. Facilitators of the initiative believe the growing partnership will help boost regional connectivity, develop joint tourism products, and market East Africa as a seamless destination for both local and international travelers.