Regional tourists fuel growth of Kenya’s coastal tourism sector

Regional travellers from East Africa are increasingly driving growth in Kenya’s coastal tourism sector, helping hotels and resorts maintain strong business throughout the year amid changing global travel trends.

This emerged during the ongoing Pearl of Africa Tourism Expo 2026 where Kenyan tourism stakeholders intensified efforts to market the Coast as the preferred destination for East African travellers seeking beach holidays, conferences, weddings and leisure experiences.

Tourism Principal Secretary John Ololtuaa said the Kenyan Coast continues to anchor regional tourism demand due to its unique combination of beach attractions, Swahili culture, hospitality diversity and improved transport connectivity.

He noted that Uganda remained Kenya’s leading regional source market, contributing 234,556 visitors in 2025, accounting for 31 per cent of all African arrivals and reflecting an 8.7 per cent growth compared to the previous year. Tanzania followed with 209,536 arrivals, posting a 7.7 per cent increase.

According to Ololtuaa, Kenya is now targeting 300,000 Ugandan visitors as the government deepens efforts to promote intra-African tourism.

“The Coast has become increasingly attractive to regional travellers looking for short beach holidays, family vacations, destination weddings, golf tourism and business conferences,” said Ololtuaa.

Industry players say the growing number of regional visitors has become critical in sustaining occupancy levels for hotels and resorts, especially during periods when arrivals from Europe and other long-haul markets slow down.

The sector has also benefited from major international events such as the World Rally Championship, which continues to attract thousands of visitors from across East Africa.

Kenya Coast Tourism Association Chairman Victor Shitakha said tourism stakeholders were increasingly developing products designed specifically for the East African market.

“These include wellness retreats, nightlife experiences, sports tourism, festivals, honeymoons and short-stay holiday packages that appeal to regional travellers,” said Shitakha.

He added that improved road infrastructure, visa-free travel arrangements and expanded air connectivity within East Africa were making travel easier and boosting tourism flows into Kenya’s coastal destinations.

Tourism stakeholders now view intra-African travel as a major pillar in sustaining growth within Kenya’s tourism sector as the country seeks to position itself as a leading regional tourism hub.