Kenya is set to welcome over 6,500 delegates from 40 countries during the 15th edition of the Magical Kenya Travel Expo (MKTE), scheduled for October 1st–3rd, 2025 at Uhuru Gardens, Nairobi.
The event will spotlight intra-African collaboration and the future of sustainable tourism, under the theme “Sustainable Tourism Growth: Unlocking Africa’s Potential.”
Speaking during a stakeholder engagement forum, Tourism Principal Secretary John Ololtuaa underscored MKTE’s vital role in reshaping Africa’s tourism landscape. “MKTE 2025 must become a pan-African endeavor. This milestone represents not only Kenya’s achievements but also the collective progress of African tourism stakeholders over the past 15 years,” he said
Ololtuaa emphasized MKTE’s growing importance as a platform for regional tourism growth, connecting local tourism players with international markets while encouraging continental cooperation. “Africa is one of the fastest-recovering tourism regions globally. To harness this momentum, we must collaborate more, share insights, and build resilience together,” he added.
The 2025 edition is expected to draw 200 high-quality international buyers, 400 exhibitors, and thousands of tourism stakeholders for three days of business networking, knowledge sharing, and investment dialogue. A major highlight will be the integration of the Africa Tourism Investment Forum (ATIF), aimed at boosting capital access for tourism enterprises across the continent.
The Kenya Tourism Board (KTB) is positioning MKTE 2025 as the most comprehensive tourism trade platform in Africa. KTB Chairman Francis Gichaba noted that the 15th anniversary is a milestone in Kenya’s tourism journey and a reaffirmation of its leadership in regional tourism development.
“For 15 years, MKTE has chronicled the evolution of Kenya’s tourism product. This year, we will reaffirm our leadership in sustainable tourism by fostering collaboration across Africa and beyond,” Gichaba said.
KTB CEO June Chepkemei outlined a bold, tech-driven vision for this year’s expo. “We’re enhancing our digital matchmaking system for more effective business engagements, while embedding sustainability in event operations,” she said, referencing the success of MKTE 2024, which hosted over 4,000 delegates and facilitated thousands of business meetings.
Chepkemei expressed optimism that the expanded MKTE platform, coupled with ATIF’s focus on financing solutions, would empower micro, small, and medium-sized tourism enterprises (MSMEs) to grow and innovate.
Kenya Association of Travel Agents (KATA) CEO Nicanor Sabula echoed this sentiment, saying the inclusion of ATIF is a game-changer. “Access to capital has been a persistent barrier. MKTE 2025 presents real opportunities for tourism MSMEs to scale up and tap into emerging global travel trends,” Sabula noted.
Africa’s tourism sector continues to play a pivotal role in economic growth. In 2024, the continent accounted for 40.8% of Kenya’s international visitor arrivals, making it the leading source market. With global demand shifting toward authentic and sustainable experiences, Africa’s tourism industry is projected to grow at 6.5% annually over the next decade, potentially reaching US$350 billion in total economic contributions, according to the World Travel & Tourism Council.
MKTE 2025 is poised to be a landmark event in advancing Africa’s tourism agenda and propelling Kenya toward its ambitious goal of attracting 5.5 million visitors by 2027.