Kenya eyes more German tourists through strategic partnerships

Kenya is ramping up efforts to attract more German tourists by forging strategic partnerships and showcasing its diverse tourism offerings at the 2025 ITB Berlin Expo.

With over 80,000 German visitors in 2024, Kenya aims to significantly boost these numbers by focusing on adventure tourism, cultural heritage, and seamless travel experiences.

“The ITB Berlin is a critical platform for Kenya to highlight its unique attractions and build partnerships that drive tourism growth. Germany is a key market for us, and we are committed to making Kenya a top destination for German travellers.” said Francis Gichaba, Chairman of the Kenya Tourism Board (KTB).

Kenya’s Ambassador to Germany, Stella Mokaya Orina, stressed the importance of cultural diplomacy and collaboration with German stakeholders.

“We’ve been engaging with chambers of commerce, participating in expos, and promoting Kenya’s investment and tourism potential across Germany. These efforts are already yielding results, as seen in the 12.4% increase in German arrivals last year,” she stated.

To enhance accessibility, Kenya introduced the Electronic Travel Authorization (ETA), simplifying entry for tourists. However, Ambassador Mokaya noted challenges faced by older German travellers.

“We are discussing ways to make the ETA process more user-friendly, including the possibility of allowing applications at the airport,” she revealed.

Kenya’s reputation as the “land of champions” is also a significant draw, particularly for sports enthusiasts.

“Many Germans are eager to visit Kenya to train alongside our elite athletes and experience our world-class running culture,” said Ambassador Mokaya.

The Kenyan diaspora in Germany, estimated at 22,000 to 25,000, plays a key role in promoting the country.

“Our diaspora are excellent ambassadors, marketing Kenyan products and encouraging visits to their homeland,” she added.

Strategic partnerships with German airlines, such as Condor’s direct flights to Mombasa, have already boosted tourist numbers.

“These collaborations are essential to achieving our goal of three million international arrivals by the end of 2025,” said John Ololtua, Principal Secretary for Tourism.

As Kenya continues to showcase its diverse landscapes, rich culture, and adventure opportunities at ITB Berlin, stakeholders remain optimistic about attracting more German tourists.