Kenya’s tourism industry has registered a 60% surge in international arrivals since 2022.
According to data from the Ministry of Tourism, the country welcomed 2.4 million tourists in 2024, up from 1.5 million in 2022.
How tourism supports Kenya’s economy
The sector growth increased earnings to KSh 452 billion, a significant rise from KSh 268 billion reported in the previous two years.
Tourism Cabinet Secretary Rebecca Miano attributed the growth in revenue and number of visitors to a diversified sector portfolio.
“Over time, Tourists have been confined to beach and wildlife safari products despite there being other equally attractive and interesting circuits available within the country. This has led to underutilisation of the existing tourism products such as Conference tourism, heritage tourism, Sports Tourism, cultural tourism, Avi Tourism, Health, and Wellness Tourism and Agro tourism,” said Miano in a press statement seen by Kenyan Bulletin.
Miano noted that sports events like the Magical Kenya Open, the Kip Keino Classic, and the Naivasha WRC Rally are now major tourist draws.
She also highlighted cultural events such as the Maa and Rusinga festivals, which are also gaining traction.
Conference tourism is on the rise, with Kenya hosting 643,595 MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors in 2024, representing a 12.5% increase from the previous year.
The sector now contributes KSh 509 billion to the GDP—about 2.6%—with the total contribution estimated at KSh 1 trillion, roughly 10.5% of the national GDP.
Employment figures have also improved markedly, with tourism supporting over 1.5 million jobs, up from 1.1 million in 2022.
Domestic tourism in Kenya
The CS noted that domestic tourism remains a priority following a surge during the COVID-19 pandemic. The ministry’s “Tembea Kenya” campaign, featuring subsidised park entry fees and family-friendly travel packages, helped increase domestic bed occupancy to over 5.1 million bed-nights in 2024.
Youth-oriented travel activities, including hiking, photography, and adventure sports, are also expanding.
To modernise and streamline the visitor experience, the Ministry is set to launch a National Tourism Portal and a Kenya Tourist App. These digital tools will offer virtual tours, maps, and real-time travel information.
CS Miano also revealed that a feedback mechanism for tourists is also in development. Infrastructure upgrades have been instrumental. Roads to Amboseli and Tsavo have been improved, and airstrips in Lamu and Maasai Mara have been expanded. The recent opening of Narok National Airport is expected to boost access to key attractions.
In April 2025, the CS urged Kenyans to embrace local tourism to help grow the sector. Miano said Kenyans should take advantage of holidays such as Easter to explore opportunities in domestic tourism across the country.
