Kenya’s Tourism Sector the Rebound, Diversification and Future Horizons
Kenya’s tourism industry is firmly back on a growth trajectory after the setbacks of the COVID-19 pandemic. In 2024 the country welcomed approximately 2.4 million international arrivals, up ~15 % from 2023.
Tourism earnings rose to about KSh 452.2 billion in 2024, up ~19.8 % from the previous year. The forecast for 2025 is even more optimistic: the World Travel & Tourism Council (WTTC) projects tourism will contribute ~KSh 1.2 trillion to Kenya’s economy, representing over 7% of GDP.
The domestic tourism market is also growing: bed-night occupancy increased by ~12% (from ~4.62 million to ~5.17 million) from 2023 to 2024. This resurgence signals both resilience and opportunity. For our travel business work, it’s a strong backdrop: the market is expanding and there’s more appetite from both international and domestic travelers.
Diversification of Tourism Products
Kenya’s tourism stakeholders are actively working to broaden the appeal beyond the classic safari and beach package. Some of the key developments:
Leisure travel now accounts for ~45% of foreign tourist visits, indicating that beyond wildlife and beaches, holiday-seekers are looking for more varied experiences.
The Meetings, Incentives, Conferences and Exhibitions (MICE) segment is growing: in 2024 MICE arrivals accounted for ~27% of total international arrivals, up from ~24% in 2023.
Cruise tourism has registered sharp growth: up ~163.5% in 2024, though still a small volume overall. The government is pushing for niche and emerging tourism products: e.g., astro-tourism, adventure trails, cultural/community tourism and intra-African travel.
For our work as a travel promoter this means: there is growing scope to package alternative experiences (adventure, culture, business travel) not just the traditional safari. Think about positioning fresh itineraries, lesser-known destinations, and special interest tours.
Infrastructure, Policy & Investment Enablers
Several structural issues are being addressed to support growth:
Kenya has introduced more accessible travel authorizations (electronic travel authorization for Africans) and is improving air connectivity to and within the country.
Public-private partnerships (PPPs) are being emphasized to invest in world-class facilities, transport, airport/hub links and tourist infrastructure.
Stakeholders are calling for policy reform and regulatory alignment to harness full potential — hotels, camps, transport, and small and medium tourism enterprises (SMTEs) are pressing for greater investment.
From our angle, this means the business environment is evolving. It may offer new opportunities for collaboration, expansion, or positioning our products in emerging sub-sectors.
