The number of tourists arriving in Kenya has increased by 2.3 percent in the first five months of this year, attributable to the country's diversification of offerings as well as growing source markets.

According to the Kenya National Bureau of Statistics, a total of 922,961 tourists arrived in the country between January and May, up from 902,076 recorded during a similar period in 2024.

KNBS data shows that January accounted for the largest arrival numbers at 217,753 followed closely by February at 196,146 tourists entering at different entry points.

The Jomo Kenyatta International Airport (JKIA) remained the primary port of entry for tourists accounting for 610,161 people, KNBS data shows. Other main entry points were via cruise ships, border crossings and the Mombasa-based Moi International Airport.

According to Tourism Cabinet Secretary Rebecca Miano, the country has been on a marketing overdrive, wooing visitors through "Magical Kenya" campaign that seeks to promote adventure tourism, sports, and cruise holiday package.

Last year, tourist numbers in Kenya hit 2.4 million, reflecting a 14.6 percent increase, the Ministry of Tourism reported. 

According to CS Miano, the country is seeking to attract five million tourists in the medium term to drive up receipts. 

Source markets

The United States of America has remained Kenya's primary source of tourists for years. "USA), recorded an increase of 28,342 from 278,159 in 2023 to 306,501 in 2024," the Ministry of Tourism states in its 2024 report.

Across Europe, the UK, Italy, France and the Czech Republic also provide a steady stream of holidaymakers into Kenya.

"The most remarkable increase is observed in Czech Republic which registered an increase of 121.9 percent arrivals from 4,727 in 2023 to 10,490 in 2024. The second most improved was Burundi with an increase of 57.1% arrivals from 33,007 in 2023 to 51,865 in 2024," the Annual Tourism Sector Performance Report 2024 states.

Another emerging source market for the country is India. Regionally, Kenya receives a significant number of tourists from Uganda, Tanzania, Sudan, Burundi and the Democratic Republic of Congo. 

"Uganda came in second with 225,559 arrivals accounting for 9.4 percent of total arrivals, followed by Tanzania which accounted for 8.4 percent of the total arrivals," ministry report adds.

"Major key source markets have all recorded an increase in arrivals, which can be attributed to aggressive marketing campaigns, improved accessibility to the destination, improved infrastructure, good governance of the sector and adoption of technology in improving personalized tourist services."

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