Kenya’s tourism industry is experiencing unprecedented growth, with international arrivals reaching a record 2.4 million in 2024, marking a 15 percent increase from the previous year. This remarkable achievement underscores the nation’s recovery and strengthening position as a leading global tourism destination.
The United States remained Kenya’s top source market, accounting for 12.8 percent of total arrivals with 306,501 visitors. Uganda followed closely with 9.4 percent, while Tanzania contributed 8.4 percent. These figures were part of the 2024 Tourism Performance Results released by the Tourism Research Institute and unveiled by Tourism and Wildlife Cabinet Secretary Rebecca Miano at a hotel in Mombasa.
Highlighting the sector’s impressive performance, Miano attributed the growth to strategic government interventions and the industry’s strong post-pandemic recovery. Inbound tourism revenue saw a significant surge, rising from Sh377.49 billion in 2023 to Sh452.20 billion in 2024 representing a 19.79 percent increase.
Domestic tourism also made impressive gains, with bed night occupancy rising by 12 percent from 4,618,094 in 2023 to 5,173,966 in 2024. Miano noted the growing importance of intra-African travel in driving economic growth, which has been instrumental in boosting the sector’s resilience and expansion.
One of the standout successes was the surge in cruise tourism, which saw an extraordinary 163.5 percent increase. The Meetings, Incentives, Conferences, and Exhibitions (MICE) segment also played a significant role, accounting for 27 percent of total arrivals up from 24 percent in 2023.
Miano credited the sector’s success to the government’s focus on product diversification, enhanced marketing campaigns, and improved air connectivity. “This progressive achievement is a result of concerted strategic intervention; a key enabler has been product diversification and digital transformation advancements,” she said.
The government’s emphasis on promoting a wide range of tourism experiences, from iconic wildlife safaris to cultural and adventure tourism, has broadened Kenya’s appeal. Improved digital platforms and increased scheduled flights have made the country more accessible to international travelers, further driving visitor numbers.
