Kenya welcomes record 2.4 million tourists, earnings jump to Ksh.452B

The Kenyan tourism sector in 2024 recorded a whopping 2.4 million foreign visitors, marking the highest number of international arrivals for the country.

According to an annual report released by Tourism and Wildlife Cabinet Secretary Rebecca Miano on Wednesday, the number increased foreign earnings from Ksh.377.49 billion in 2023 to Ksh.452.20 billion in 2024, reflecting a 19.79% jump in profits, translating to a Ksh.74.71 billion more.

The domestic tourism sector also recorded gains; with bed night occupancy rising by 12% from 4,618,094 in 2023 to 5,173,966 in 2024.

CS Miano lauded the sector’s milestone, citing strategic government interventions which she said helped revitalize tourism in the country.

“This progressive achievement is as a result of concerted strategic interventions that include aggressive marketing campaigns, enhanced tourism product diversification, adoption of digital platforms, and the introduction of new scheduled flights," said the CS.

"In particular, our efforts towards tourism product diversification and digital transformation advancement have allowed us to cater to diverse visitor preferences and reach a wider audience through online channels. These gains underscore the effectiveness of strategic interventions such as enhanced air connectivity.”

In the report, the United States still leads the category as Kenya's top source market, accounting for 12.8% of total arrivals (306,501 visitors) while Tanzania and Uganda follow closely, contributing 8.4% and 9.4% respectively.

The East African Community (EAC) notably showcased growth, with Tanzania recording the highest increase of 42,133 arrivals, followed by China with a remarkable 29,085 additional visitors.

The US, Somalia, Italy, and Uganda also experienced significant increments, underscoring the global appeal of Kenya's diverse tourism offerings.

On the continental front, Africa emerged as the leading source market, contributing 40.8% of arrivals (975,883 visitors) with Europe following closely at 28.1%, while the Americas and Asia accounted for 15.7% and 12.1% respectively.

CS Miano highlighted strides made to diversify the sector such as cruise tourism, as well as Meetings, Incentives, Conferences and Exhibitions (MICE) category.

Cruise tourism saw a remarkable 163.5% increase, with 6,561 tourists in 2024, up from 2,490 in 2023.

The MICE category accounted for a significant 27% (643,595) of the total international tourism arrivals during the period under review, representing a 12.5% increase compared to 2023 when it accounted for 24% (599,114) of the total inbound tourist arrivals.

The CS consequently expressed optimism for tourism this year, saying that preliminary UN projections point to improved global performance with international tourist arrivals forecasted to increase by 3% to 5% compared to 2024.

"Based on current trends and our growth strategy, we remain optimistic that Kenya is on course to welcome 3 million visitors by 2025, potentially generating Ksh.560 billion in tourism earnings. We have laid a firm foundation to make Kenya a competitive global tourism destination," she said.

Miano likewise pledged to foster more public-private partnerships as well as implement policies and initiatives that will contribute to the sustainable growth of the sector and its competitiveness in the dynamic global tourism landscape.