Kenya’s Tourism earnings soars Ksh. 452.2 Billion as visitor numbers reach 7.5 Million in 2024

Hon. Rebecca Miano, Tourism and Wildlife Cabinet Secretary 

Kenya’s tourism sector recorded historic milestones in 2024, with visitor numbers soaring to 7.5 million a 14.6 percent increase from the previous year. This remarkable growth was revealed during the launch of the 2024 Annual Tourism Sector Performance Report and the Climate Change and Tourism Sustainability Report, presented by the Ministry of Tourism and Wildlife in Mombasa.

Speaking at the event, Tourism and Wildlife Cabinet Secretary Hon. Rebecca Miano emphasized the sector’s resilience and recovery, as tourism earnings surged by 19.79 percent to Ksh. 452.2 billion. She highlighted that Kenya welcomed 2.4 million international visitors, reinforcing its position as a leading global tourism destination.

The United States remained Kenya’s leading source market, accounting for 12.8 percent of total arrivals, followed by Uganda 9.42 percent and Tanzania 8.49 percent Other key markets included the United Kingdom, India, Italy, Germany, and China, reaffirming Kenya’s global appeal.

Interestingly several new and emerging markets have shown significant growth, with Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium, and Sweden becoming some of the fastest-growing source markets.

“Our efforts in diversifying product offerings and expanding source markets are bearing fruit,” said Miano.

Kenya is expanding its tourism portfolio beyond traditional wildlife safaris. The introduction of cultural tourism, sports tourism, and adventure tourism has played a key role in attracting a broader range of travelers.

“To further cement Kenya’s position as a top tourism destination we plan to enhance visitor experiences, increase arrival numbers, and promote longer stays with higher per capita spending,” said CS Miano.

Recognizing the importance of seamless travel experiences, the government has embarked on major upgrades at Jomo Kenyatta International Airport (JKIA), which handles 70 percent of Kenya’s arrivals.

The improvements include:

Additional immigration booths and E-gates for faster processing.

Modernized covered walkways and baggage handling systems for enhanced convenience.

Tighter security measures, allowing only licensed facilitators at the airport.

Kenya is also improving its Electronic Travel Authorization (ETA) System to ensure faster approvals and better system stability. Plans are in place to exempt certain African travelers from the ETA process to facilitate easier regional travel.

To increase accessibility and boost arrivals, Kenya has welcomed new airlines, including Air Asia and Air Dubai, while Brussels Airlines has relaunched operations in the country. These new routes are expected to significantly increase international visitors and enhance global connectivity.

Kenya is taking a leadership role in sustainable tourism with a strong commitment to converting 100 percent of tourist transportation to renewable energy by 2030. Additionally, the Ministry is aligning with the government’s ambitious green agenda to plant 15 billion trees by 2032, with the tourism sector set to contribute 600 million trees.

“The Tourism Research Institute has conducted a comprehensive study to establish baseline parameters and frameworks for achieving these commitments,” She stated.

Looking ahead the government projects 3 million international arrivals and Ksh. 560 billion in tourism earnings in 2025. By 2027 the country aims to welcome 5 million international visitors and 10 million domestic tourists.

To achieve these ambitious targets, the government is prioritizing:

Adoption of digital platforms for seamless visitor experiences, including online booking and virtual tours.

Expansion of cruise tourism infrastructure and world-class conference facilities to attract business travelers.

Promotion of green certifications and carbon-neutral accommodations to align with sustainability goals.

Integration of AI-driven services to enhance efficiency and improve visitor experiences.

With a strong growth trajectory, Kenya is positioning itself as Africa’s most coveted tourism destination. Through strategic investments, sustainability initiatives, and enhanced visitor experiences, the country is set to achieve its ambitious targets while ensuring a thriving and eco-conscious tourism industry.

“Together, we shall reshape Kenya’s tourism horizon and make ours the most sought-after destination on the continent,” Hon. Miano added