LONDON, United Kingdom - As China showcased its revitalised tourism strategy at the World Travel Market (WTM) in London this week, Kenyan tourism officials were simultaneously executing an aggressive campaign to solidify and expand their footprint in valuable European markets. The parallel developments highlight a critical dynamic for Kenya: the immense potential of China as a source of high-value tourists and the pressing need to compete on a global stage where travel barriers are rapidly falling.

The WTM, held from Tuesday, November 4 to Thursday, November 6, 2025, at ExCeL London, saw a prominent China Pavilion drawing significant attention. Chinese officials, including Wang Qi, minister of the Chinese embassy in the UK, detailed a series of measures designed to attract international visitors. These include expanded visa-free entry schemes, more convenient mobile payment systems for foreigners, and improved multilingual services. According to China's National Immigration Administration, these policies are yielding results, with 7.25 million foreign nationals entering the country visa-free in the third quarter of 2025, a 48.3% year-on-year increase.

Kenya's Strategic Push at WTM London

While China focused on inbound travel, Kenya was also making its presence felt. A 30-member delegation led by Tourism and Wildlife Cabinet Secretary Rebecca Miano and the Kenya Tourism Board (KTB) engaged in strategic partnerships aimed at boosting arrivals from the UK and Europe. The UK remains Kenya's largest source market in Europe, providing 180,639 visitors in 2024. "The UK has consistently demonstrated confidence in Kenya as a destination of choice, and our presence at WTM London signals our commitment to deepening this partnership," Miano stated on Tuesday, November 4.

Kenya is targeting 2.8 million international visitors by the end of 2025, an increase from 2.4 million the previous year. The KTB's acting CEO, Allan Njoroge, confirmed that the focus at WTM was on building relationships with tour operators to promote Kenya's diverse offerings beyond the traditional safari, including conservation, wellness, and cultural tourism.

The China Opportunity and a Notable Omission

The Chinese market remains a significant, high-potential area for Kenyan tourism. In 2024, Kenya welcomed over 90,000 visitors from China, making it the country's sixth-largest source market. Earlier reports from January 2025 noted that arrivals stood at approximately 80,000 in 2024, a sharp increase from 51,000 in 2023, driven by targeted marketing campaigns in major Chinese cities. The Kenya Tourism Board has actively used Chinese social media platforms like WeChat and Weibo to maintain brand visibility.

However, as China expands its unilateral visa-free entry program, a notable gap exists. As of July 2025, citizens from 74 countries can enter China for up to 30 days without a visa for tourism and business, but no African nation is currently on that list. Kenyan citizens seeking to travel to China must still undergo a formal application process, requiring a valid passport, completed application forms, and proof of travel and accommodation, with visa fees for a standard single entry costing between KES 8,500 and 10,000.

A Two-Sided Coin for Kenya

China's growing appeal as a destination, bolstered by its visa-free policies for European and other nations, presents a new competitive challenge for Kenya. Both countries are vying for the attention of international travellers, and as China becomes more accessible, it could divert tourists who might have otherwise considered a destination like Kenya.

Simultaneously, the growth of China's outbound tourism market continues to present a massive opportunity. Chinese tourists are often high-spenders, interested in unique cultural and wildlife experiences, which Kenya is well-positioned to offer. KTB's strategy has acknowledged this, aiming to portray Kenya as a year-round destination to smooth out the seasonal demand typically focused on the July to October wildebeest migration.

The developments at the World Travel Market underscore the complex global landscape facing Kenya's tourism sector. Success will depend on the country's ability to navigate these dual realities: aggressively courting the lucrative Chinese outbound market while simultaneously enhancing its competitive edge to attract and retain visitors from its traditional strongholds and new markets worldwide.