By Shadrack Nyakoe
Kenya received 2.4 million international tourists in 2024, a 14.6 per cent increase from the numbers in 2023.
There were also 5.1 million domestic tourists.
These do not include that
The international inbound tourists earned Kenya Sh452.2 billion representing a 19.79 increase compared to 2023.
“This is an indicator that good things are happening,” Tourism CS Rebecca Miano said in Mombasa on Wednesday.
She spoke during the launch of the 2024 annual tourism sector performance report alongside climate change and sustainability report.
The report provides an in-depth analysis of the 2024 performance of the sector highlighting key trends, achievement and challenges.
The US remains the biggest source market for Kenya at 12.8 per cent of the total arrivals, followed by Uganda at 9.2 per cent and Tanzania at 8.49 per cent.
The UK, India, Italy, Germany and China reclaimed their space as leading source markets to Kenya as a destination.
Meanwhile, overall, East Africa and other African countries have marked impressive growth especially in the business and conference segment.
There are emerging markets, that have hitherto not been among the source markets, that are fast rising and becoming key source markets for Kenya.
These include the Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Denmark, Australia, Canada, Turkey, Belgium and Sweden.
Interestingly, these ranked among the fastest growing source markets, according to Miano.
“I just returned from Australia on Monday. Last year, 11 million tourists from Australia visited the whole world and only 27,000 chose Kenya. That is quite a big potential and I came back with key lessons on how we can further tap into that potential market,” she said.
She attributed increased numbers to efforts in diversifying products and expanding source markets.
Miano noted that the introduction of new experiences such as cultural tourism, sports tourism and adventure tourism has continued to attract a wider range of travellers resulting in stamping Kenya’s reputation as a sustainable tourism destination.
“Our aim is to ultimately increase arrival numbers while encouraging longer stays and higher per capita spend. Going forward, we will be more intentional in curating experiences that are in sync with emerging global trends,” Miano said.
This will include sustainability and eco conscious tourism and wellness tourism.
She said technological advancement must be exploited to increase experiences as well as encouraging solo travel to attract more solo travellers.
The experience at the Jomo Kenyatta International Airport, the major gateway to Kenya and the larger Eastern Africa region, is a key factor to consider when it comes to enhancing tourist experience.
The CS noted that the matter is before cabinet.
“I look forward to having all the issues that have been identified at the airport resolved expeditiously,” she said.
JKIA accounts for almost 70 per cent of all arrivals in Kenya.
There will be additional immigration booths, introduction of e-gates to enhance efficiency, as well as smoother customs clearance experience.
“We shall also have modernized covered walkways and baggage handling systems. To improve security, only licensed facilitators will be allowed in the airport moving forward,” she said.
Kenya Tourism Board has been tasked with improving the branding at JKIA to present the magical Kenya.
Miano said 2025 has started on a positive note and promises to be a great year bar any unforeseen calamities.
Read also:- KTB Taps into Public-Private Partnerships to Spur Adventure Travel
