Kenya’s tourism sector witnessed 19.79% growth in 2024, generating Ksh 452.2 billion, an increase from Ksh 377.49 billion in 2023.
Tourism Minister Rebecca Miano projects earnings to surge 24% to Ksh 560 billion shillings ($4.33 billion) in 2025.
International tourist arrivals reached 2,394,376 in 2024, up from 2,089,259 in 2023. The United States remained the top source market (12.8% of arrivals), followed by Uganda (9.42%) and Tanzania (8.49%). African tourists accounted for 40.8% of total arrivals (975,883 visitors).
“The sector’s robust performance in cruise tourism, Meetings, Incentives, Conferences, and Exhibitions (MICE), and hospitality underscores the need for continued investment in world-class facilities and seamless connectivity,” stated Minister Miano.
“As we look ahead, our vision is to elevate Kenya’s tourism sector to new heights by capitalizing on emerging opportunities and addressing existing challenges. Strengthening our presence in key international markets, enhancing service delivery, and promoting sustainable tourism practices will be pivotal to achieving this goal.”
MICE tourism accounted for 27% of total arrivals, a 12.5% increase from 2023. International MICE delegates increased by 7.4% to 37,405, while domestic MICE delegates grew by 3.3% to 699,469.
Bed-night occupancy increased by 16%, from 8.6 million in 2023 to 9.99 million in 2024. International bed-night occupancy rose to 4.8 million, and domestic occupancy grew by 12%.
Tanzania saw the largest increase in tourist arrivals (42,133), followed by China (29,085) and the USA (28,342). Other significant growth markets included Somalia, Italy, and Uganda.
Within the East African Community, business and conference travel dominated, with Uganda, Tanzania, and Rwanda showing a robust presence.
Visiting Friends and Relatives (VFR) was the second most common purpose of travel, especially in Burundi and South Sudan. Holiday and leisure travel varied significantly across the region. Kenya targets 3 million international tourists and Ksh 560 billion in earnings for 2025.
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