Kenya is set to intensify its tourism marketing efforts in Europe, with the Ministry of Tourism and Wildlife leading a strong delegation to ITB Berlin, the world’s largest travel trade show, scheduled for March 4th-6th, 2025. The Kenya Tourism Board (KTB) will spearhead a 45-member delegation of industry stakeholders as the country aims to bolster its presence in the German and broader European markets.
Speaking during a stakeholder briefing in Nairobi, Tourism Principal Secretary John Ololtua expressed confidence in the strategic value of ITB Berlin for Kenya’s tourism sector. He emphasized that the country’s impressive tourism growth in 2024 sets a solid foundation for further expansion.
“We are heading to Berlin with great optimism, buoyed by the impressive tourism numbers we recorded in 2024. This will be our launchpad as we seek to build on this momentum, with the aim of showcasing the very best of Magical Kenya to potential visitors and trade partners,” Ololtua stated.
Kenya’s participation in ITB Berlin aligns with its strategic focus on positioning itself as a premier adventure tourism destination. The country boasts diverse natural landscapes, rich cultural heritage, and an array of outdoor activities that appeal to European travelers. Ololtua highlighted that the travel fair would be an opportunity to engage key travel trade partners who play a crucial role in bringing visitors to Kenya.
Germany remains one of Kenya’s most important European source markets, with 87,556 German tourists visiting the country in 2024, marking a 12.4% increase from 77,907 arrivals in 2023. This growth underlines the potential of further strengthening Kenya’s tourism appeal in the region.
KTB Chief Executive Officer June Chepkemei underscored the significance of the expo in advancing Kenya’s tourism marketing strategy. “Kenya is the complete package for adventure tourism. This year, we will differentiate ourselves with a strong emphasis on what Kenya has to offer in terms of adventure tourism products. We will work closely with travel trade partners as they are the ones who ultimately close the deals,” she said.
As part of its ITB Berlin activities, KTB will engage in B2B meetings, adventure tourism workshops, destination branding, networking events, and stand activations. This initiative is part of Kenya’s broader plan to attract 3 million international visitors by the end of 2025.
Additionally, Chepkemei announced that the annual Magical Kenya Travel Expo (MKTE) will take place from October 1st-3rd, 2025, at Uhuru Gardens in Nairobi, further cementing Kenya’s commitment to strengthening its tourism sector.
