Miano: Kenya Targets Bigger Share of Africa’s Luxury Tourism Market
Government partners with private sector to attract high-value travellers, boost investment and raise hospitality standards
Kenya is seeking a bigger share of Africa’s luxury tourism market, with the government stepping up efforts to attract high-spending travellers, international investment and major hospitality events.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the government was working with private-sector players to improve tourism products, infrastructure and visitor experiences while positioning Kenyan hotels, restaurants and other hospitality businesses before influential international travellers and investors.
Speaking at the inaugural Tatler Best Africa Dinner and Awards, Miano said hosting the event reflected Kenya’s growing ambitions in luxury travel, hospitality and international events.
“Kenya is proud to host this first edition of Tatler Best Africa. Through the Kenya Tourism Board, our partnership with Tatler reflects our quest to make Kenya a leader in tourism, hospitality, luxury travel and international events,” she said.
Miano said the partnership with Tatler Africa would give Kenyan hospitality businesses greater visibility among influential travellers, travel advisers, investors and international hospitality groups, opening up opportunities for partnerships and investment.
She added that hosting the awards demonstrated Kenya’s capacity to stage major international gatherings while delivering distinctive experiences for visitors.
The ceremony followed the three-day 2026 Magical Kenya Travel Expo, which brought together tourism stakeholders to explore business opportunities, establish partnerships and promote Kenya as a preferred destination.
Miano said the government hoped engagements generated during the expo would translate into more visitors, longer stays and increased investment in communities across the country.
Beyond wildlife safaris
Kenya’s tourism offering is increasingly extending beyond traditional wildlife safaris, with the country promoting experiences built around its coastline, conservation, culture, gastronomy, wellness, adventure, fashion, art and sports.
Miano said diversifying the tourism portfolio was necessary as international travellers increasingly sought distinctive, high-quality experiences.
“Tatler Best Africa celebrates excellence where it matters most: the visitor experience that decides a destination’s competitiveness,” she said.
She congratulated the hotels, restaurants and other establishments recognised at the awards, urging hospitality operators to continue investing in service quality, innovation and unique visitor experiences.
The Cabinet Secretary said tourism remained an important source of jobs, investment, enterprise and livelihoods, adding that the government was working with the private sector to support investment, product development, connectivity and infrastructure.
Building Africa’s global appeal
Miano also called for stronger collaboration among African tourism stakeholders, saying the continent needed more platforms that recognise excellence while connecting hospitality businesses to international markets.
She said partnerships such as the one with Tatler could help African businesses reach global audiences and develop commercial relationships beyond the continent.
Quoting Karen Blixen, the Danish author who lived in Kenya, Miano said the country wanted visitors to experience a sense of belonging that would remain with them long after their trips.
“Many travellers feel exactly that on arrival, and we want every guest to carry that feeling home,” she said.
Miano urged industry players to strengthen partnerships, improve infrastructure, raise service standards and invest in experiences that would make African tourism more competitive, inclusive and sustainable.
The inaugural Tatler Best Africa awards brought together tourism and hospitality leaders, nominees, honourees and representatives of the international Tatler Group.
Miano said the recognition of excellence in African hospitality should serve as a platform for deeper industry collaboration and stronger connections between the continent and global tourism markets.
