Kenya’s tourism sector is experiencing remarkable rebound from the devastating effects of Covid-19 between 2019 and 2023 on evidence of the arrival of record of 2.4 million international arrivals in 2024. The steep jump in arrivals is a 15 per cent increase from the previous year.

The United States retained the top source market, contributing 12.8 per cent of total arrivals (306,501 visitors) followed by Uganda (9.4 per cent) and Tanzania (8.4 per cent).

The data comes from the 2024 Tourism Performance Results released by the Tourism Research Institute and unveiled by Tourism and Wildlife Cabinet Secretary Rebecca Miano at a Mombasa hotel.

Miano highlighted the sector’s impressive growth, reinforcing Kenya’s position as a leading global tourism destination in East African, saying the results are evidence of the industry’s strong post-pandemic recovery.

In terms of earnings, the sector has seen a substantial rise in inbound tourism revenue, which increased from Ksh377.49 billion ($2.91 million) in 2023 to Ksh452.20 billion ($3.5 million) in 2024, reflecting a 19.79 per cent growth.

The domestic tourism sector, she noted, also recorded impressive gains, with bed night occupancy rising by 12 per cent from 4,618,094 in 2023 to 5,173,966 in 2024.

The tourism minister highlighted the growing importance of intra-African travel in driving economic growth. Notable gains were seen in cruise tourism, which surged by 163.5 per cent and the MICE (meetings, incentives, conferences and exhibitions) segment, which accounted for 27 per cent of arrivals, up from 24 per cent in 2023.

The surge in numbers, Miano stated, is attributed to various strategic interventions made by the government to revitalise and diversify tourism products, including targeted marketing campaigns, enhanced product diversification and improved air connectivity.

“This progressive achievement is a result of concerted strategic intervention, a key enabler has been product diversification and digital transformation advancements,” she said.

She also attributed the massive surge to the country’s efforts to promote diverse tourism experiences, ranging from wildlife safaris to cultural tourism. Miano noted that the government’s focus on enhancing digital platforms and increasing scheduled flights has made Kenya more accessible to international travellers.

“As Kenya continues to build on this momentum, it aims to further increase its appeal as a premier tourist destination, with expectations of reaching even higher visitor numbers in the coming year,” she said.

She emphasised the role of strengthened public-private partnerships and new initiatives aimed at sustainable development, positioning Kenya as a competitive global tourism destination.

Kenya is on track to welcome 3,000,000 visitors by 2025, potentially raking in Ksh560 billion (c) in tourism earnings, according to the CS.

• A Tell / KNA report / By Fatma Said