The tourism industry in Kenya is on track to increase revenue by 24% with earnings projected to hit 560 billion shillings ($4.33 billion) in 2025.
The government expects visitors to grow by 600,000 from 2.4 million in 2024 to 3 million visitors this year.
This, the current administration hopes to achieve through aggressive marketing campaigns, expanded flight routes and digital engagement strategies, said Rebecca Miano, Secretary for Tourism and Wildlife.
Last year, tourism earnings surged by 20% to 452.2 billion shillings, reinforcing the sector’s position as Kenya’s third-largest source of foreign exchange, after remittances and agricultural exports.
The United States remained Kenya’s largest source of international visitors, accounting for 12.8% of total arrivals, followed by Uganda (9.4%) and Tanzania (8.4%).
The growth momentum has been fueled by strategic initiatives, including the diversification of tourism products, the introduction of new scheduled flights and the leveraging of digital platforms to enhance global outreach.
“These concerted strategic interventions have positioned Kenya as a top global destination,” Miano said.
Kenya’s diverse tourism offerings, ranging from wildlife safaris in the Maasai Mara to pristine coastal destinations like Diani and Malindi, have attracted increasing numbers of international travelers.
The government has also intensified efforts to promote business and conference tourism, targeting high-value visitors.
Industry analysts expect the positive trend to boost foreign currency reserves and support economic growth as tourism remains a key pillar of Kenya’s GDP. With the sector’s recovery now outpacing earlier projections, policymakers are optimistic that sustained investments in infrastructure and marketing will further drive performance in the coming years.
