Kenya’s tourism industry has hit a remarkable milestone, welcoming a record 2.4 million international visitors in 2024, reflecting a notable 15% increase from the previous year’s total of 2,089,259 arrivals. This achievement was announced by the Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, during a launch event in Mombasa.
Alongside the surge in visitor numbers, Kenya saw a significant rise in tourism earnings, which grew from Kshs. 377.49 billion in 2023 to Kshs. 452.20 billion in 2024, representing a robust 19.79% increase. The domestic tourism sector also showed promising growth, with bed night occupancy rising by 12%, from 4,618,094 nights in 2023 to 5,173,966 nights in 2024.
CS Miano credited these outstanding results to strategic government interventions aimed at revitalizing and diversifying the tourism sector. She emphasized, “This achievement is a result of targeted efforts, including aggressive marketing campaigns and enhanced diversification of tourism products.” Miano also highlighted the role of digital platforms and the introduction of new scheduled flights, which have significantly expanded Kenya’s appeal as a travel destination.
The United States remains Kenya’s top source market, accounting for 12.8% of total arrivals with 306,501 visitors. Tanzania and Uganda followed closely, contributing 8.4% and 9.4%, respectively, underscoring the vitality of intra-regional travel within the East African Community (EAC). The EAC region saw notable growth, with Tanzania adding 42,133 visitors and China contributing 29,085 additional arrivals. Other countries such as Somalia, Italy, and Uganda also saw significant increases, further underscoring the global appeal of Kenya’s diverse tourism offerings.
On a continental level, Africa emerged as the leading source market, contributing 40.8% of arrivals with 975,883 visitors, followed by Europe with 28.1%, the Americas with 15.7%, and Asia with 12.1%. Miano noted, “The performance of the African source market has been phenomenal, contributing to regional integration and economic growth.”
Kenya’s diversified tourism portfolio showed impressive growth across key segments. Cruise tourism experienced a remarkable 163.5% increase, with 6,561 tourists in 2024 compared to 2,490 in 2023. Additionally, the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector accounted for 27% (643,595) of total international arrivals, reflecting a 12.5% increase from 2023.
Looking forward, Miano expressed optimism for continued growth in the sector. Preliminary projections from the UN suggest a 3% to 5% increase in international arrivals for 2025. “Based on current trends and our growth strategy, we are confident that Kenya is on track to welcome 3 million visitors by 2025, potentially generating Ksh560 billion in tourism earnings,” she affirmed.
The Cabinet Secretary reiterated the government’s commitment to fostering public-private partnerships and implementing policies to ensure sustainable growth and competitiveness in Kenya’s vibrant tourism industry. With a solid foundation in place, Kenya is well-positioned to strengthen its status as a leading global tourism destination.