Kenya welcomed just over a million tourists in the first six months of the year, earning the country Sh142.5 billion in revenue.
This marks a 21.3per cent increase compared to the same period in 2023, which saw 847,810 visitors.
The Kenya Tourists Board chief executive officer June Chepkemei who visited Maasai Mara on Monday attributed the growth in revenue to rising numbers in domestic tourism which recorded 2.25 million bed nights, a 10 per cent increase from 2.06 million in the corresponding period last year.
She said that Kenya reported a significant increase in tourist visits to regions beyond the Maasai Mara National Reserve, which is currently operating at full capacity due to the wildebeest migration season.
During a visit to the Maasai Mara, Chepkemei underscored the role of Mara as a hub for tourists to explore other regions after the mesmerizing annual wildebeest migration.
''The tourism sector's sustained growth in domestic tourism over the years, highlighting the industry's collaborative efforts to promote sustainable tourism practices and enhance the overall visitor experience,'' she said.
Chepkemei revealed that the board will soon unveil a second phase of the Tembea Kenya campaign to woo domestic travellers.
Kenya Wildlife Service (KWS) director general Erustus Kanga, who was also present during the tour, emphasized the importance of conservation and sustainable tourism practices in establishing Kenya as a competitive tourism destination.
He singled out the growing interest among modern travelers in the sustainability of tourism operations, emphasizing KWS's efforts to collaborate with government agencies, sectors, and communities to promote sustainable conservation initiatives.
Kanga underscored KWS's commitment to training conservancy rangers and providing technical support for ecotourism management.
He also stressed the importance of empowering communities to engage in nature-based enterprises, such as crocodile farming, ostrich rearing, chameleon breeding, aloe cultivation, beekeeping, and guinea fowl farming.
He urged the public to support the ongoing KWS #TunzaMaliYako campaign, which encourages Kenyans to contribute to nature conservation as the cornerstone of national development.