Kenya targets 300,000 Ugandan tourists as regional travel gains momentum

Kenya Tourism Board has intensified efforts to deepen cross-border tourism partnerships as Kenya targets a 27 per cent rise in Ugandan visitor arrivals to 300,000 in 2026.

The renewed push emerged during the 2026 Pearl of Africa Tourism Expo (POATE), which concluded in Kampala on Saturday, bringing together tourism players, investors and travel buyers from across Africa.

Tourism stakeholders said regional travel continues to play a critical role in sustaining Kenya’s tourism sector, particularly coastal destinations, amid changing global travel trends.

According to KTB, Uganda remained Kenya’s leading regional source market in 2025, contributing 234,556 visitors, representing 31 per cent of all African arrivals and an 8.7 per cent increase from the previous year. Tanzania followed with 209,536 arrivals, marking a 7.7 per cent growth.

Speaking during the expo, Kenya Airways Country Manager for Uganda Felix Mwangangi said improved connectivity between Entebbe, Nairobi and Mombasa continues to support the growth in regional travel.

“Flights from Entebbe to Nairobi connect daily to Mombasa, giving travellers consistent access to the coast,” he said, adding that events such as POATE and the Magical Kenya Travel Expo continue to boost passenger volumes.

East Africa Tourism Platform Chief Executive Officer Frank Gisha said sustained campaigns and joint tourism initiatives between Kenya and Uganda have significantly expanded the appeal of Kenya’s coastal destinations among Ugandan travellers.

“Post-COVID, we are recording a 30 per cent increase in cross-border tourism, with Ugandans travelling to Kenya for weddings, MICE events and beach holidays,” he said.

Hospitality players attending the expo also reported increased business interest from Ugandan travel buyers.

Doris Makena, Group Sales and Marketing Manager for Jacaranda Hotels Kenya, said she recorded a 17 per cent increase in business engagements during the event, driven by growing demand for destination weddings, conferences and experiential travel along the Kenyan coast.

Margaret Masha, Sales and Marketing Manager for Bamburi Beach, Southern Palms and Royal Zanzibar, said Kenya and Uganda offer complementary tourism experiences that strengthen regional partnerships.

“These two destinations are complementary such that there are things you can only experience in Kenya, and things exclusive to Uganda,” she said.

Tourism stakeholders attributed the growth in regional travel to improved air connectivity, visa openness, enhanced infrastructure, familiarisation trips and stronger collaboration through regional tourism forums.

Kenya’s delegation at POATE featured several coast-based hospitality brands, including Neptune Hotels, PrideInn, Reef Hotel, Diamond Leisure and Jacaranda Indian Ocean Beach Resort.