Kenya’s tourism industry posted a strong growth in 2025, with international visitor arrivals rising by nine percent to 2.7 million, up from 2.47 million in 2024, according to the Kenya Tourism Sector Performance Report 2025.

The report by the Ministry of Tourism and Wildlife shows the country welcomed a total of 7.9 million tourists during the year, comprising 2.7 million international visitors and 5.2 million domestic travellers. 

During the year under focus, tourism receipts hit KSh500 billion, reflecting sustained recovery, resilience and improved performance.

Tourism and Wildlife Cabinet Secretary Rebecca Miano said the above-average growth and more than double the global average of four percent, signals rising international confidence in Kenya as a preferred travel destination.

“This above-average performance underscores growing international confidence in Kenya as a preferred travel destination,” she said, attributing the growth to enhanced destination marketing, improved product offerings and recovery in key source markets.

Domestic tourism continued to play a stabilising role, cushioning the sector against external shocks and seasonal fluctuations while maintaining consistent demand throughout the year.

Africa remained Kenya’s leading source region, contributing 47 percent of total international arrivals, followed by Europe at 25 percent and the Americas at 14 percent. 

Key individual source markets included the United States, Uganda, Tanzania and the United Kingdom, while emerging markets such as India and China recorded notable growth.

In terms of travel segments, leisure travel dominated with 46 percent of total arrivals, followed by social visits at 20 percent and business travel at 19 percent, reflecting a diversified and resilient tourism portfolio.

The ministry attributed the sector’s growth to improved air and road connectivity, diversified tourism experiences, supportive government policies and enhanced visa openness. The introduction of the Electronic Travel Authorisation (ETA) system also played a key role in streamlining travel processes and improving the visitor experience.

CS Miano said the government remains committed to strengthening the sector through sustained investments in infrastructure, innovation, sustainability, security, conservation and skills development.

“The government is committed to further enhancing tourism competitiveness through promotion and marketing, positioning Magical Kenya as the ‘Origin of Wonder’,” she said.

She also acknowledged the role of leadership and stakeholders in driving growth, praising William Ruto for policy support and commending Kenyans and international visitors for sustaining the country’s reputation as a top destination.

Globally, international tourism continued its recovery, with an estimated 1.52 billion arrivals recorded in 2025 despite challenges such as geopolitical tensions, climate change impacts and labour shortages. 

Africa emerged as the fastest-growing tourism region at eight percent, positioning Kenya to capitalise on continental momentum.

With the sector demonstrating resilience amid global uncertainties, Miano said Kenya is focused on sustaining growth and ensuring tourism continues to drive jobs, investment and inclusive economic development.

[email protected]