Kenya’s tourism industry is projecting business growth of between 15 and 20 per cent following increased international interest at the World Travel Market in London.
More than 40 Kenyan travel trade operators engaged global partners between November 3 and 5 at ExCeL London. Europe remains Kenya’s second-largest source market after Africa, accounting for 28.67 per cent of international arrivals with 691,194 visitors recorded in 2025.
Kenya is targeting 199,645 visitors from the United Kingdom this year, up from 170,936 in 2025, which represents projected growth of 16.8 per cent. Kenya Tourism Board Chief Executive Officer June Chepkemei said the delegation used the global travel trade platform to expand market visibility.
Our pitch is that Kenya offers much more than the iconic safari experience. Visitors can combine wildlife, coast, culture and adventure in one destination. We are also bringing lesser-known destinations into the spotlight to encourage travelers to explore more of Kenya,
June Chepkemei, Chief Executive Officer
Talago Tours Managing Director Martin Njagi stated at the exhibition that the event offered a platform to reposition the country's diverse tourism products and strengthen trade partnerships with the European market. True Adventure Sales and Planning Director Kathryn Hardman noted that the nation has built a strong niche in adventure and wildlife travel, creating strong appeal for European travelers.
Kenya Association of Hotelkeepers and Caterers Chief Executive Officer Mike Macharia confirmed an operational lift across hospitality providers.
We are seeing business grow by about 15 to 20 per cent year-on-year, alongside an increase in higher-net-worth visitors who are likely to spend more,
Mike Macharia, Chief Executive Officer
Macharia credited government infrastructure investments for part of the momentum. He also called for predictable funding for the Kenya Tourism Board to support international marketing campaigns.
Following an isolated Ebola case in the country, industry stakeholders addressed international travel advisories. Kenya has since declared itself Ebola free.
Kenya remains a safe, welcoming and diverse destination, offering excellent experiences and authentic hospitality to all travellers,
June Chepkemei, Chief Executive Officer
Chepkemei urged foreign governments to ensure advisories are evidence-based. Lake Nakuru Lodge Marketing Director Joseph Muya stated that travel agents engaging with Kenya had not raised concerns over the matter.
Our task is to respond with facts and figures and reassure travellers that they are in good hands,
Fred Kaigua, Chief Executive Officer
Kenya is targeting 60 per cent growth in Meetings, Incentives, Conferences and Exhibitions tourism next year. In 2025, conference tourism accounted for 643,068 visitors, representing 25 per cent of total arrivals.
Chepkemei noted that new venues including the Bomas International Convention Complex, Kisumu Convention Centre and Tembo International Convention Centre at the Coast will accommodate 10,000, 5,000 and 6,000 delegates respectively. Kenya Wildlife Service Chairman Joseph Lagat said the agency is offering discounts of up to 30 per cent to encourage corporate events within national parks.
County Tourism Executive Raphael Lenayiarra stated that transport upgrades, particularly the Great North Road connecting Kenya to Ethiopia, are improving access to tourism destinations across Northern Kenya and generating new opportunities for the region.