Kenya is intensifying efforts to attract more German tourists by leveraging strategic partnerships and highlighting its diverse tourism offerings at the upcoming 2025 ITB Berlin Expo. With Germany being one of Kenya’s key source markets, tourism officials are focused on boosting visitor numbers beyond the 80,000 arrivals recorded in 2024. The country aims to position itself as a premier destination by emphasizing adventure tourism, cultural heritage, and seamless travel experiences.
The Kenya Tourism Board (KTB) recognizes the significance of ITB Berlin as a global platform to showcase Kenya’s unique attractions and engage with stakeholders who can help drive tourism growth. Francis Gichaba, the KTB Chairman, reaffirmed Kenya’s commitment to making the country more attractive to German travelers. He highlighted that partnerships with German tour operators, airlines, and travel agencies would be crucial in increasing arrivals. The event provides an opportunity to promote Kenya’s safaris, pristine beaches, rich cultural experiences, and outdoor adventures that appeal to the German market.
Kenya’s Ambassador to Germany, Stella Mokaya Orina, has been actively engaged in efforts to strengthen tourism ties between the two countries. She underscored the role of cultural diplomacy in promoting Kenya as a destination of choice for German travelers. By participating in various expos, networking with German business chambers, and creating awareness about Kenya’s tourism and investment potential, the embassy has already witnessed positive results. A notable 12.4% increase in German arrivals last year is a testament to these efforts, and authorities hope to sustain this growth trajectory in the coming years.
In a bid to improve accessibility, Kenya has introduced the Electronic Travel Authorization (ETA) system, making it easier for tourists to enter the country. However, some challenges have been noted, particularly among older German travelers who may struggle with the online application process. To address this, discussions are ongoing to explore more convenient options, including allowing travelers to apply for ETA upon arrival at the airport. Streamlining entry requirements is expected to further encourage German tourists to choose Kenya as their preferred travel destination.
Sports tourism has also emerged as a major attraction for German visitors, particularly those interested in Kenya’s world-renowned long-distance running culture. Many German athletes and enthusiasts travel to Kenya to train alongside elite marathoners in high-altitude training camps, particularly in Iten. Ambassador Mokaya emphasized that Kenya’s reputation as the “land of champions” continues to inspire sports lovers to visit, adding to the country’s tourism appeal.
The Kenyan diaspora in Germany, estimated at between 22,000 and 25,000 individuals, has also played a crucial role in marketing the country. Many diaspora members promote Kenyan products, culture, and tourism to their German counterparts, thereby increasing interest in travel to Kenya. Their influence, combined with targeted marketing campaigns, has significantly contributed to the growing number of German tourists.
Strategic airline partnerships have further strengthened Kenya’s tourism potential. The direct flights offered by German airline Condor to Mombasa have proven instrumental in boosting arrivals. Tourism Principal Secretary John Ololtua noted that such collaborations are essential in realizing Kenya’s broader goal of attracting three million international visitors by the end of 2025. Improved air connectivity remains a priority for tourism stakeholders who are keen on making travel to Kenya more accessible and convenient.
As Kenya continues its promotional efforts at ITB Berlin and beyond, the outlook remains optimistic. The country’s diverse landscapes, vibrant culture, and adventure opportunities make it an appealing destination for German tourists. By fostering strong partnerships, addressing travel barriers, and leveraging Kenya’s unique attractions, tourism officials are confident that the number of German visitors will continue to rise. The strategic initiatives in place signal Kenya’s determination to position itself as a leading African destination for international travelers.
