Kenya Tourism Board has embarked on a European market campaign to grow international tourist arrivals from by at least 12.4 per cent this year.
Air connectivity and safety assurances are the key factors crucial for Kenya’s strategy to draw more European visitors, KTB said yesterday.
The state agency, which is Kenya’s lead tourism marketing body, targets to see the number of European arrivals go above 765,000, up from 680,373 received in 2024.
In a high-level forum drawing diplomats from various European missions in Nairobi, tourism stakeholders expressed commitment to addressing teething issues that have hindered growth in the sector.
The engagement, organized by KTB in conjunction with the State Department of Foreign Affairs, sought to strengthen collaboration and explore new avenues for promoting Kenya as a premier destination.
Speaking at the event, Deputy Head of Mission and Head of Economic Affairs at the German Embassy, Alexander Fierley, highlighted Kenya’s brand strengths and collaboration needs.
“Kenya’s diversity from its beaches and mountains to its wildlife parks and cultural sites like Lamu makes it a must-visit destination. Above all, the genuine hospitality of its people sets it apart. To change outdated perceptions that conflate all of Africa with crisis, we need stronger partnerships between KTB, our embassies and investors who understand European source markets,” Fierley said.
He noted that with better branding and value for money offerings, doubling the 87,556 Germany tourists arrivals recorded last year is easily within reach.
Europe contributed 680,373 to the total arrivals in 2024, official ministry data compiled by the Tourism Research Institute (TRI) shows, as the country recorded a new international arrival record of 2,394,376 visitors, compared to 2,089,259 in 2023.
The United Kingdom contributed the largest number of European visitors at 180, 639 followed by Italy at 91, 842 and Germany at 87,556.
While the US remained the biggest international source with 306,501 arrivals, Europe remains a cornerstone source market for Kenya with KTB banking on renewed engagement, enhanced marketing and improved travel facilitation to hit the new target.
Notably, Kenya Airways is set to launch direct flights to London Gatwick from July 2, a move that stakeholders say will expand capacity and convenience for European travelers.
Discussions at the Nairobi meeting also addressed the recent move by Kenya to reject a licence application by Europe’s largest tour operator TUI, a concern recognized by KTB which assured that active measures are underway to address the situation.
Filippo Amato, First Counsellor and Head of Trade Section at the European Union Delegation to Kenya, urged improved infrastructure and flight links.
“Europe is Kenya’s second-largest source market, yet air connections remain limited,” noted, “ Direct scheduled services from Italy, stronger incentives for refurbishment of older hotels and an invitation to European investors through our newly formed European Chamber of Commerce will all contribute to growth.”
Simplifying immigration with online Electronic Travel Authorization upon arrival will make Kenya more accessible and competitive against destinations like Morocco, Turkey and Thailand, he added.
Deputy Director of the Europe and Commonwealth Directorate at the Ministry of Foreign Affairs and Diaspora Affairs, Rose Anyona, affirmed the country’s commitment to facilitating trade and investment.
She highlighted recent developments such as the Economic Partnership Agreement with the EU and UK, providing duty-free access to these markets and potentially boosting tourism-related businesses.
KTB chief executive June Chepkemei underscored the strategic role of diplomatic missions.
“The insights, networks and partnership of foreign missions are fundamental as we pursue aggressive expansion to positioning Kenya as Africa’s leading tourism brand,” she said.
Envoys reiterated that while Kenya’s appeal remains strong, targeted actions like leveraging diaspora communities, increasing bilateral trade missions and expanding participation in major cultural and sporting events can exponentially raise the country’s profile.
