Kenya is positioning itself to tap into the growing global agritourism market with an initiative to develop a comprehensive inventory of agricultural tourism sites across the country.
According to the Kenya Tourism Board (KTB), which is currently undertaking research studies in this field, this is set to open up new revenue streams for farmers and rural communities.
KTB are currently working to develop an agrotourism site guide which will showcase Kenya’s agricultural products alongside its traditional wildlife safaris and coastal attractions.
Towards this effort, KTB facilitated visits by trade partners to selected farms in October 2025. Among the farms visited by the trade delegations last week include Wambugu Apple Farm in Nyahururu and Credible Blooms in Rurumuruti.
The move comes as Kenya’s tourism sector demonstrates robust growth, with the industry contributing approximately 10% of GDP and supporting over 1.6 million jobs.
Speaking during 2025 Magical Kenya Travel Expo held at Uhuru Gardens, Nairobi last week, Deputy President Kithure Kindiki emphasized the need to “develop new tourist products and exploit untapped potential in non-traditional attractions and regions to spur the sector’s growth”
The Deputy President noted that while Kenya welcomed close to 2.4 million visitors in 2024 a 15% increase from the previous year there is significant room for expansion.
Tourism revenue increased by 20% to Ksh. 452 billion (USD 3.5 billion) in 2024, with the World Travel and Tourism Council projecting that the sector will contribute a record Ksh. 1.2 trillion (USD 9.3 billion) to Kenya’s economy in 2025.
Studies published by tourism experts indicate that Kenya’s agrotourism potential lies in developing authentic farm-based tourism experiences which leverage the country’s agricultural diversity.
They highlight opportunities in farm-to-table dining experiences featuring local cuisine and demonstrations of traditional agricultural practices, which players in the sector can collaborate to unlock.
Sector players have however noted the need for a framework, modelled on the Eco-rating Certification Program which has already certified over 300 accommodation facilities nationwide, to establish quality standards for agrotourism sites while ensuring environmental and social sustainability practices are maintained.
The certification approach is expected to build tourist confidence, enhance community involvement and position Kenya’s agritourism offerings competitively in the international market.
Recent studies have further identified key areas requiring attention to maximize agritourism’s potential.
These include the provision of hospitality and tourism training for farmers, who will be at the forefront of hosting visitors as well as the upgrading of rural infrastructure – particularly roads and digital connectivity networks.
