The signs went up as early as last week in Diani, Malindi, and Mombasa: “Fully Booked.” From the white sands of the South Coast to the rugged savannahs of Tsavo, Kenya is witnessing a seismic shift in holiday travel. It is not just foreign tourists returning in droves; it is Kenyans themselves who are fueling a record-breaking festive season.

As of this morning, hotel occupancy rates across the Coastal region have surged past 90 percent, a figure that industry insiders describe as a return to the glory days—but with a twist. This boom is homegrown.

“We are seeing a structural change in how Kenyans consume leisure,” notes Sam Ikwaye, the Coast Executive Officer for the Kenya Association of Hotelkeepers and Caterers (KAHC). “December used to be a gamble on international arrivals. Today, the domestic market is our anchor. We are looking at a full house across most facilities, driven largely by local families.”

The Numbers: A Domestic Takeover

The data backs the anecdotes. According to the latest figures from the Kenya Wildlife Service (KWS), visitor numbers to national parks and reserves have hit a historic high of 3.38 million for the year ending June 2025, shattering the target of 3.3 million.

Crucially, this surge is not powered solely by the traditional safari-goer from Europe or the US. Dr. Erustus Kanga, the KWS Director-General, revealed that domestic tourists now account for nearly 70 percent of all park visits.

• Coast Occupancy: Over 90% in Diani, Mombasa, and Malindi.
• Park Visitors: 3.38 million total visitors (up from 2.36 million in 2022).
• Revenue Impact: Tourism earnings hit a record KES 452.2 billion in 2024.
• International Arrivals: Up 48.1% to 1.8 million in the first nine months of 2025.

“This reflects the increasing importance of domestic tourism in Kenya’s wildlife and adventure sector,” Dr. Kanga emphasized. “More Kenyans are visiting our parks and contributing directly to both conservation and local economies.”

Beyond the Beach: The Economic Ripple

For the average Kenyan, these statistics might seem like abstract figures, but the economic ripple effect is tangible. The tourism sector injected over KES 1 trillion into the economy in the last fiscal year, supporting approximately 1.6 million jobs. When a family from Nairobi books an Airbnb in Nyali or takes a game drive in Amboseli, that money flows directly into the pockets of tour guides, boat operators, and fresh produce suppliers.

Tourism Cabinet Secretary Rebecca Miano has attributed part of the international surge to the government’s visa-free policy, which unlocked a 48 percent increase in foreign arrivals. However, the resilience of the sector—its ability to withstand global shocks—is being built at home.

“The domestic market has insulated us,” says an analyst from the Kenya Tourism Board. “When global travel dips, Kenyans keep the lights on. That is the story of 2025.”

The SGR Factor and Regional Shifts

The rush to the coast has also put immense pressure on infrastructure. The Madaraka Express (SGR) is fully booked for the festive week, forcing many travelers to opt for road or air travel, where prices have predictably spiked. Yet, the appetite for travel remains undampened.

Interestingly, the congestion at the Coast is birthing new travel circuits. Hoteliers in the Western and Nyanza regions are reporting increased inquiries as travelers seek quieter alternatives to the bustling beaches. The Mount Kenya circuit is also seeing a revival, particularly among hikers and campers looking to escape the city heat.

As the festivities kick into high gear, the message from the industry is clear: Kenya’s tourism sector has not just recovered; it has evolved. It is no longer an industry waiting for the world to visit. It is an industry being rediscovered by its own people.