Kenya’s tourism sector generated 500 billion shillings ($3.84 billion) in 2025, marking a 10% increase from 2024, according to Tourism and Wildlife Minister Rebecca Miano.
The country welcomed a record 7.9 million visitors, up from 7.6 million the previous year. Domestic tourism remained a major driver, accounting for 5.2 million of the total visitors.
Africa was the largest source of international arrivals, contributing 47%, followed by Europe at 25%. Minister Miano emphasised that domestic tourism is a key pillar, supporting demand and insulating the sector from external shocks.
The latest figures mark five consecutive years of revenue growth, confirming Kenya’s recovery from the COVID-19 pandemic downturn. In 2020, tourism revenues had plummeted 70% year-on-year to 88.5 billion shillings, following international flight suspensions and closures of national parks and private reserves.
International tourist arrivals rose steadily after the pandemic, reaching 870,465 in 2021 and doubling by 2023 to exceed 2 million. In 2024, Kenya overtook Tanzania as the most visited destination in East Africa, driven by its Indian Ocean coastline, wildlife, natural attractions, and business tourism.
The growth in 2025 coincided with a series of measures aimed at boosting tourism capacity and improving the business environment:
March 2025: Streamlined entry at Jomo Kenyatta International Airport, removing electronic travel authorizations for African nationals.
May 2025: Launch of a global campaign, “A Journey Through the Wild Heart of East Africa,” in partnership with BBC StoryWorks to attract higher-spending tourists and promote rural ecotourism.
July 1, 2025: Visa-free entry granted to nationals of most African countries for stays of 60–90 days.
September 2025: Strategic partnership with Visa, leveraging its Government Insights Hub to analyze visitor flows, seasonal trends, and spending behavior for better marketing and investment decisions.
Authorities have set ambitious targets of 5 million international and 5 million domestic tourists by 2027, aiming to consolidate Kenya’s position in the region alongside rivals Tanzania and Uganda.
While the nation continues to strengthen its appeal, it still faces competition from countries like Egypt and Morocco, which are heavily investing in tourism infrastructure, hotel capacity, and global promotion.
