NAROK, Kenya, July 24 (Xinhua) -- Kenyan President William Ruto said on Thursday that the government will intensify a campaign to boost tourist numbers in the country.

Ruto, who opened the 2025 Great Wildebeest Migration global livestreaming at the world-famous Masai Mara National Reserve in southwest Kenya, said the campaign aims to attract 5 million foreign tourists by 2027.

"We are focused on tourism that enriches both the visitor and the host, and transforms travelers into ambassadors for Kenya, a country proud of its wild beauty, conservation achievements, and unbreakable spirit," he said.

The president, who urged local and international tourists to take advantage of the country's attractions, said the campaign seeks to promote Kenya as the home of human origins and a top travel destination for innovation, sports, conference tourism, adventure, wildlife, culture, and beach holidays.

Kenya's international tourist arrivals increased by 15 percent to 2.4 million in 2024, up from 2.09 million in 2023, according to the Ministry of Tourism and Wildlife. Inbound tourism earnings rose to 452.20 billion shillings (about 3.5 billion U.S. dollars) from 2.92 billion dollars in 2023.

Ruto said Masai Mara, which welcomes more than 400,000 visitors annually, is the crown jewel of Kenya's tourism offerings. "Sustainable tourism is a living reality in Masai Mara, where communities thrive, ecosystems flourish, and travelers leave enthralled."

The Masai Mara wildebeest migration is an annual movement of millions of wildebeest, zebras, and other herbivores from Serengeti in Tanzania to Masai Mara in Kenya, primarily between July and October.

This spectacular event, often referred to as the "Great Migration," is driven by the search for fresh grazing land and water. The highlight of the migration is usually the dramatic river crossings of the Mara River, where wildebeest face the risk of predation by crocodiles and other predators.

Ruto said Kenya's efforts to protect biodiversity, restore habitats, and involve communities in stewardship have made Masai Mara not only a wildlife haven, but also a global symbol of sustainability.

"To all watching around the world, I invite you to explore our treasures from the thundering hooves of Masai Mara to the calm shores of our coast, from snow-capped peaks to sunlit savannahs," he said. ■