Kenya leverages on ITB Berlin to boost adventure tourism

Kenya is making significant strides at the 2025 ITB Berlin, the world’s largest travel trade expo, as it seeks to strengthen its presence in the European tourism market and establish itself as a premier adventure tourism destination.

The Kenya Tourism Board (KTB) is using this global platform to showcase the country’s diverse offerings, ranging from thrilling adventure activities to its rich cultural heritage and ecotourism experiences.

Kenya’s participation in ITB Berlin comes at a pivotal time, with the country recording a 12.4% increase in German tourist arrivals in 2024. Germany remains a key source market for Kenya, with over 80,000 German visitors exploring the country last year.

“The numbers speak for themselves. Kenya is becoming a preferred destination for European travelers, and ITB Berlin is the perfect platform to solidify this growth,” said Tourism Principal Secretary, John Ololtuaa.

ITB Berlin, which attracts over 10,000 exhibitors and 160,000 visitors annually, provides Kenya with an invaluable opportunity to engage in business-to-business meetings, host destination branding events, and conduct adventure tourism workshops. These initiatives align with Kenya’s broader strategy to attract three million international arrivals by the end of 2025.

While Kenya is renowned for its wildlife safaris and pristine beaches, the country is now shifting its focus to adventure tourism. Activities such as hiking, mountain climbing, and water sports are being promoted to cater to the growing demand for unique and exhilarating experiences.

“Kenya is the ultimate adventure tourism destination. We are working closely with our travel trade partners to unlock more business opportunities and showcase what makes Kenya truly special,” said Francis Gichaba, chairman of the Kenya Tourism Board.

Kenya’s global reputation in athletics is also being leveraged to attract sports enthusiasts. With Kenyan runners dominating the Berlin Marathon for over 25 years, the country is inviting visitors to train alongside elite athletes and experience its world-class running culture.

Kenya’s rich cultural heritage is another key highlight at the expo. Initiatives such as the proposed science park and museum in Turkana, which will showcase human history, are being promoted to emphasize Kenya’s unique cultural offerings.

“Every county in Kenya has a unique story to tell. From the Maasai Mara to Turkana, we are working to market these diverse attractions and ensure travelers experience the depth of Kenya’s heritage,” said Ololtuaa.

Kenya’s tourism push is being bolstered by strategic partnerships and infrastructure development. Direct flights by German airline Condor to Mombasa have significantly increased visitor numbers, while the introduction of the Electronic Travel Authorization (ETA) has streamlined the travel process.

Kelleny Ndii, Managing Director of African tour operator Africa 220, highlighted Kenya’s appeal to European travelers: “Germans seek adventure, and Kenya offers unparalleled diversity. From our breathtaking landscapes to our warm hospitality, Kenya has it all,” she said.

The Kenyan government is also engaging the diaspora through the “One Diaspora, One Tourist” campaign, encouraging Kenyans abroad to promote their homeland as a must-visit destination.

Kenya’s presence at ITB Berlin has already captured the attention of travel enthusiasts. Jamie, a Berlin resident and Adidas ambassador, shared his excitement about visiting Kenya

“Kenya’s rich culture and landscapes have always fascinated me. I dream of running in Kenya, exploring its beauty, and connecting with its people,” said Jamie.

With its strategic marketing, diverse offerings, and commitment to sustainability, Kenya is poised to reclaim its position as a top global destination. As Francis Gichaba aptly put it, “Kenya is ready to welcome the world and showcase why it remains a gem in Africa’s tourism crown.”

As the expo continues, Kenya’s delegation is confident that its focus on adventure tourism, cultural heritage, and sustainability will resonate with European travellers, paving the way for a new era of tourism growth.