By: John S. Morlu II, CPA
President William Ruto is not your typical African head of state. He’s complicated, caffeinated, and calculating — in a good way. Back home in Kenya, yes, he’s got political fires to put out every week. From court challenges to protests over taxes, Kenya sometimes looks like a nation in mid-breakup with itself.
But while folks are arguing over fuel prices and finance bills on the streets of Nairobi, Ruto’s got his eyes set way beyond the border.
He’s running a new kind of campaign: “Brand Kenya.”
And here’s the tagline:
“Visa-Free. Business-Ready. Hustler-Approved.”
Free Visas — A Game-Changer with a Hustler Twist
In one of the boldest continental moves since African nations started drawing straight lines through jungles, President Ruto announced in 2023 that Kenya is now visa-free for all Africans.
Let that sink in.
If you’re from Senegal, Rwanda, Togo, or even the Gambia, you can just book a flight, grab your sunglasses, and fly into Nairobi or Mombasa. No forms. No drama. No embassy queues. Two months, free.
(Okay… unless you’re holding a Somali or Libyan passport. For now, Kenya still has its no-fly list.)
But here’s what makes this brilliant: It’s not charity. It’s strategy.
By dropping visa fees and border hassles, Kenya is attracting young, hungry, educated Africans from all over the continent. Think of it as a recruitment drive, not just tourism.
Digital Nomads Welcome — Build in Kenya, Earn in Dollars
Now imagine you’re a young, broke but skilled developer from a poor African country.
- Option A: Struggle for visas to Europe or North America, face rejection, and dream in frustration.
- Option B: Fly to Nairobi. Stay two months. Plug into one of dozens of co-working spaces. Compete for remote work contracts in Canada, the U.S., the UK. Earn in dollars. Pay rent in shillings.
It’s not just possible. It’s happening.
Kenya has become a digital basecamp for African tech workers, freelancers, and consultants. Fast Wi-Fi, great coffee, world-class co-working culture — and most importantly, no need to cross the Atlantic to get international work.
The Kenyan Upgrade: Electricity, Water, and Wi-Fi on Tap
When you land in Nairobi, the first thing you notice is the energy. And we don’t just mean electricity (although that too).
People are moving. Chatting. Typing. Trading. Starting new things. It feels like someone left the country on “startup mode” and forgot to switch it back.
- Water? Surprisingly constant.
- Electricity? Not perfect, but better than most of Sub-Saharan Africa.
- Internet? Everywhere. Even street food vendors have M-Pesa QR codes.
There’s a reason Google, Microsoft, Visa, and Amazon have made Nairobi their East African base of operations.
Kenya’s Consulates: Now Operating Like Tech Incubators
Ruto didn’t stop at just opening borders. He repurposed Kenya’s embassies and consulates abroad.
No longer just dull offices issuing passports and printing bad-quality visa photos, these government outposts are now mini-business accelerators.
Consulate officers are being trained in trade, commerce, and tech ecosystems. They attend startup events in Silicon Valley. They build business connections with potential investors. They reach out to diasporans and say: “Why not build your dream startup in Kenya?”
That’s how I — a Black founder of a CPA firm and software companies like FinovatePro, Recksoft, and Fixaars — ended up expanding operations to Kenya. And guess what? I didn’t even know Kenya’s consulate was watching me like Shark Tank judges with briefcases.
Talent Over Taxes: The Real Play Behind Visa-Free Africa
Kenya is giving up small, annoying visa fees ($50–$100 per person) in exchange for something far more valuable: Brains. Businesses. Builders.
By making entry easier, Kenya is becoming Africa’s Silicon Valley, Wall Street, and Hollywood — all rolled into one city with matatus and mandazi.
And Ruto? He’s running the country like a Silicon Savannah CEO. He’s got a vision. He’s got a plan. He’s even got a little Steve Jobs sparkle, minus the turtleneck.
Final Word: If You’re an African Leader — Watch Out
If you’re not paying attention, Kenya will:
- Steal your coders
- Poach your entrepreneurs
- Attract your diaspora
- And host your next conference — without you
It’s not aggression. It’s ambition.
President Ruto is not just leading a country.
He’s building a movement.
And for now — it’s open to all of Africa, visa-free.
History
Back in the 1970s, Liberian President William R. Tolbert Jr. had a similar vision for Liberia. He transformed Monrovia into what many called ‘Little New York.’ It became a financial epicenter for West Africa. All the major American banks — Citibank, Chase Manhattan, Bank of America — had branches in Monrovia. Tolbert envisioned Liberia as a gateway for American investment and trade across the continent. Embassies bustled, the economy flourished, and Liberia was seen as the financial lungs of Africa. Unfortunately, that momentum was cut short by a coup, but the blueprint Tolbert laid down still echoes in African policy circles today.
President Ruto seems to be channeling that same ambition, but with a modern twist — using digital platforms, trade deals, and migration policy to make Kenya the magnet for Africa’s best talent and boldest businesses. He is modernizing Kenya’s global competitiveness without losing touch with Africa’s Pan-African aspirations. If Kenya can hold steady, it might very well become the ‘Little Singapore of Africa,’ with Nairobi as the capital of continental innovation and trade.
About the Author
John is an entrepreneur, strategist, and founder of JS Morlu, LLC, a Virginia based CPA firm with multiple software ventures including www.FinovatePro.com, www.Recksoft.com and www.Fixaars.com . With operations spanning multiple countries, John is on a mission to build global infrastructure that empowers small businesses, entrepreneurs, and professionals to thrive in an increasingly competitive world. He believes in hard truths, smart execution, and the relentless pursuit of excellence. When he’s not writing or building, he’s challenging someone to a productivity contest—or inventing software that automates it.