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Kenya's tourism sector recorded significant growth in 2024, attracting nearly 2.4 million international visitors and generating KSh 452 billion in revenue. Despite this positive trajectory, the nation aims to diversify its offerings and enhance competitiveness to rival North and South African tourism powerhouses.
Kenya's tourism sector demonstrated robust growth in 2024, welcoming approximately 2.4 million international visitors, a 15 percent increase from 2023. This surge generated KSh 452 billion (USD 3.5 billion) in revenue, marking a 20 percent rise from the previous year. The World Travel and Tourism Council (WTTC) projects an even stronger performance for 2025, with the sector expected to contribute KSh 1.2 trillion (USD 9.3 billion) to the economy, accounting for over 7 percent of the GDP, and supporting 1.7 million jobs.
Despite leading in East Africa, Kenya's tourism performance lags behind North and South African destinations such as Morocco, Egypt, and South Africa. Deputy President Kithure Kindiki, speaking at the 15th Magical Kenya Travel Expo in Nairobi, emphasised the need for greater diversification of tourist destinations and experiences. He urged the Ministry of Tourism to intensify marketing efforts, attract investment, and broaden the country's tourism offerings beyond traditional wildlife safaris and coastal retreats.
Tourism Cabinet Secretary Rebecca Miano outlined ambitious targets, aiming to attract 5.5 million annual visitors by 2027, double domestic bed nights to 10 million, and push sector earnings to KSh 1 trillion. Key strategies include developing niche tourism products like sports, cultural, faith, heritage, and astro-tourism, leveraging Kenya's equatorial positioning and unique desert landscapes. The Ministry is also focusing on enhancing air connectivity, strengthening marketing partnerships, and investing in youth-focused initiatives.
In a move to enhance standards, the Tourism Regulatory Authority (TRA) will undertake a nationwide classification exercise for all tourism facilities starting February 2025. This assessment, last conducted in 2018, aims to ensure quality services and provide clear information for travellers. Additionally, the Ministry of Tourism and Wildlife has invited public and stakeholder input on new draft tourism regulations for 2025, designed to modernise the sector and improve service standards.
The government is actively engaging with various stakeholders, including the Kenya Association of Hotelkeepers and Caterers (KAHC), to align strategies and address concerns. The rise of ride-hailing giants Uber and Bolt entering the safari market with new services has sparked discussions among traditional tour operators regarding potential price cuts and the need for skilled guiding and conservation ethics. Uber East Africa General Manager Imran Manji stated the company is consulting with licensed safari companies and the Tourism Regulatory Authority to ensure their services complement the existing ecosystem.
Intra-African tourism is also a significant focus, with the Kenya Tourism Board (KTB) allocating a larger budget to market the country to African travellers. This strategic shift aims to capitalise on the proximity of African nations and the potential of the African Continental Free Trade Area (AfCFTA).
While growth is evident, Kenya faces stiff competition from established tourism markets in North and South Africa. The recent increase in national park entry fees (between 50% and 200%) has raised concerns within the industry. Additionally, the high cost of intra-African travel continues to limit the potential pool of regional visitors.
The implementation of new tourism regulations and the nationwide classification exercise will be crucial in shaping the sector's future. The impact of ride-hailing services on traditional safari operators and pricing structures will also be a key development. Furthermore, the success of intensified marketing efforts towards intra-African tourism and diversification into niche products will determine Kenya's ability to compete with Africa's tourism giants.
