Kwale is mainly an inland county, but it has coastline south of Mombasa. Diani Beach is part of the Msambweni division. Shimba Hills National Reserve and Mwaluganje elephant sanctuary are other attractions in the county.
The main ethnic communities in the county include the Digo and Duruma clans of the larger Mijikenda tribe and also a significant presence of the Kamba tribe.
The Digos are the majority in Msambweni, Lunga Lunga and Matuga while the Durumas are the dominant in Kinango. Most Kambas are found in Kinango, Matuga and Lunga Lunga with a significant population in Msambweni.