The Kenya Tourism Board (KTB) has really been focusing on bringing in African travellers as part of a larger plan to raise tourist arrivals and get a mix of different tourist markets in the country.
Tourism Board Officials say proximity, direct flights and ease of travel make the East African market attractive and well positioned for sustained growth.
As part of its recovery strategy, Kenya is enhancing its focus on domestic and regional tourism, positioning Africa as a key growth market. Officials say regional travellers offer more predictable and resilient demand, helping stabilize the tourism sector amid global economic uncertainties.
Out of the 2.5 million tourists who visited Kenya last year, about 900,000 came from African countries, underscoring the continent’s growing contribution to tourism growth. This comes as tour operators from Rwanda sampling Kenya’s coastal tourism offerings described the visit as an eye-opener, saying Kenya’s coast offers a unique blend of beach, culture and safari experiences that would strongly appeal to travellers.
The Kenya Tourism Board says deeper collaboration with regional tour operators will play a critical role in positively positioning Kenya.
