The Kenya Country Private Sector Diagnostic looks at three sectors with untapped potential.Avocado and mango exports, coastal tourism and medical consumables manufacturing. For each, it identifies the specific constraints keeping the sector from attracting the investment and jobs it could generate. The report describes the reforms as practical and near-term, requiring limited fiscal outlay.
Speaking at the launch, World Bank representative Qimiao Fan said investment in tropical fruits could generate more than 36,000 jobs, while medical consumables could create over 33,000. Medical consumables has the largest investment potential of the three, at up to Sh101 billion in additional private investment over 10 years. Kenya's domestic market for these products was valued at about Sh55 billion in 2025 and is projected to reach Sh70 billion by 2030.
For coastal tourism, the World Bank estimates between US$380 million and US$560 million in new private investment and up to 14,000 jobs if key challenges are addressed.
The report notes that Kenya has a large domestic market, a skilled workforce and an established role as a regional trade hub, but says a difficult business environment, infrastructure gaps and governance challenges have raised costs and uncertainty for investors.
International Finance Corporation Division Director Mary Porter urged the government to act on the report's recommendations by assigning clear responsibilities for their implementation and resolving investment bottlenecks
