Kenya’s tourism sector recorded remarkable growth in 2024, with international arrivals hitting 2.4 million, a 15% increase from 2023. This surge translated into higher earnings, with the country generating KSh 452.2 billion, up from KSh 377.49 billion the previous year a 19.79% increase.
The latest data, released by Cabinet Secretary for Tourism Rebecca Miano in Mombasa, highlighted the success of the government’s strategic interventions aimed at revitalizing and diversifying the sector. Miano attributed this growth to aggressive marketing campaigns, enhanced air connectivity, digital transformation, and the introduction of new scheduled flights.
“The progressive achievement is a result of concerted strategic interventions that have allowed the sector to cater to diverse visitor preferences and reach a wider audience through online platforms,” Miano stated.
The United States remained Kenya’s top source of international tourists, contributing 12.8% of total arrivals, with 306,501 visitors. Uganda and Tanzania followed closely, accounting for 9.4% and 8.4%, respectively. The East African Community (EAC) showed strong intra-regional travel, with Tanzania recording an increase of 42,133 arrivals. Notably, China also showed impressive growth, adding 29,085 visitors.
On a continental scale, Africa emerged as the dominant source market, contributing 40.8% of total arrivals, equivalent to 975,883 visitors. Europe followed with 28.1%, while the Americas and Asia accounted for 15.7% and 12.1%, respectively. Miano emphasized the significance of intra-Africa travel, describing it as crucial for fostering economic integration and sustainable tourism development.
The domestic tourism sector also thrived, with bed-night occupancy rising by 12%, from 4.6 million in 2023 to 5.17 million in 2024. Cruise tourism experienced the most dramatic increase, growing by 163.5% to 6,561 visitors. Additionally, the Meetings, Incentives, Conferences, and Exhibitions (MICE) segment contributed significantly, accounting for 27% of arrivals, with 643,595 visitors.
Looking ahead, Miano expressed optimism for 2025, citing UN Tourism projections that global international tourist arrivals will rise by 3-5%. She projected that Kenya could reach three million arrivals next year, potentially generating KSh 560 billion in tourism revenue.
With the government committed to strengthening public-private partnerships and implementing policies to enhance competitiveness, Kenya is poised to solidify its status as a top global tourism destination.
