Kenya’s tourism industry recorded a significant milestone in 2024, with the country welcoming 2.4 million international tourists, marking a 14.6% increase from the previous year. The announcement was made by Tourism and Wildlife Cabinet Secretary Rebecca Miano during the launch of the Annual Tourism Sector Performance Report 2024 at Sarova Whitesands Hotel in Mombasa.
The sector experienced impressive financial growth, with inbound tourism earnings rising to KSh 452.2 billion, representing a 19.79% increase compared to 2023. The total number of visitors both domestic and international stood at 7,568,342, reinforcing Kenya’s status as a premier travel destination in Africa.
Miano revealed that the United States remained Kenya’s largest source of international visitors, accounting for 12.8% of total arrivals. Neighboring Uganda (9.42%) and Tanzania (8.49%) followed closely behind.
Additionally, key markets such as the United Kingdom, India, Italy, Germany, and China maintained their strong presence, demonstrating renewed confidence in Kenya’s tourism industry. The sector also witnessed growth from new markets, including the Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium, and Sweden.
Miano emphasized that Kenya’s commitment to expanding its tourism offerings and targeting new markets has been instrumental in the sector’s growth. The introduction of cultural tourism, sports tourism, and adventure tourism has attracted a diverse group of travelers.
She stated, “Our efforts in diversifying product offerings and expanding source markets are bearing fruit. Our aim is to increase arrivals while encouraging longer stays and higher per capita spending.”
Kenya has also focused on sustainability in tourism, ensuring that natural attractions like wildlife reserves, coastal destinations, and cultural heritage sites are preserved for future generations.
Recognizing the importance of infrastructure in tourism growth, the government has embarked on improving the visitor experience at Jomo Kenyatta International Airport (JKIA). The airport serves as a key entry point for international tourists and is critical in Kenya’s vision of becoming a leading travel destination in East Africa.
Miano expressed optimism about the future, stating that with sustained efforts, Kenya expects to welcome three million tourists in 2025 and generate KSh 560 billion in tourism earnings. By 2027, the country aims to hit five million arrivals, strengthening its position as a top global tourism hotspot.
The sector experienced impressive financial growth, with inbound tourism earnings rising to KSh 452.2 billion, representing a 19.79% increase compared to 2023. The total number of visitors both domestic and international stood at 7,568,342, reinforcing Kenya’s status as a premier travel destination in Africa.
Miano revealed that the United States remained Kenya’s largest source of international visitors, accounting for 12.8% of total arrivals. Neighboring Uganda (9.42%) and Tanzania (8.49%) followed closely behind.
Additionally, key markets such as the United Kingdom, India, Italy, Germany, and China maintained their strong presence, demonstrating renewed confidence in Kenya’s tourism industry. The sector also witnessed growth from new markets, including the Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium, and Sweden.
The 2024 performance report highlights Kenya’s resilience and strategic planning in the tourism sector. By leveraging its rich cultural heritage, diverse landscapes, and commitment to sustainability, the country is set to achieve even greater heights in the coming years.
