The Kenya Tourism Board (KTB) has announced a strategic partnership with Visa aimed at enhancing marketing efforts, expanding payment accessibility, and driving both cross-border and domestic tourism spending.
Data-Driven Tourism Strategy
As part of the collaboration, Visa will offer access to its Government Insights Hub, a data and analytics platform that provides granular insights into travel patterns, peak seasons, regional preferences, and consumer spending behaviour. The platform is expected to help KTB better target campaigns and streamline visitor experiences.
“This partnership aligns with our broader vision to position Kenya as a competitive, data-informed tourism destination,” said Rebecca Miano, Cabinet Secretary for Tourism and Wildlife.
Sector Growth and Policy Reforms
Kenya welcomed 2.4 million international visitors in 2024, a 15% year-on-year increase—bringing the total number of tourists, including domestic travellers, to 7.5 million. The government has set an ambitious target of attracting 10 million tourists (split evenly between international and domestic) by 2027.
Recent policy reforms underscore this commitment.
In March 2025, authorities eliminated electronic travel authorisation requirements for African nationals and increased customs allowances at Jomo Kenyatta International Airport. In May, KTB launched a global adventure tourism campaign aimed at boosting local employment and regional visibility.
Regional Competition and Economic Impact
The Visa partnership is part of Kenya’s broader strategy to maintain its regional leadership amid rising competition from Tanzania and Uganda.
The World Travel & Tourism Council says Kenya’s travel and tourism sector is projected to contribute KSh 1.2 trillion (approx. $9.2 billion) to the national economy in 2025—roughly 7% of GDP—and generate 1.7 million jobs.
