Tourism targets 12.5% surge in European tourist arrivals

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Kenya Aims for Major Boost in European Tourist Numbers

Nairobi, June 19, 2025 — The Kenya Tourism Board (KTB) has announced plans to grow tourist arrivals from Europe by at least 12.5% in 2025. The board is targeting 764,734 visitors from the region, up from 680,373 recorded in 2024.

This goal comes as KTB intensifies its outreach to European Union countries, working closely with foreign missions and tourism industry players to revive the continent’s position as Kenya’s second-largest tourism source market.

“Increasing our share of European tourists is critical,” said KTB Chief Executive June Chepkemei. “The support of foreign missions, combined with clear branding and greater international engagement, is essential to positioning Kenya as the top tourism brand in Africa.”

Tapping into partnerships and connectivity

Chepkemei spoke during a strategic session organized jointly by KTB and the State Department for Foreign Affairs, focusing on building new tourism partnerships and addressing barriers to growth.

The push includes new efforts to improve Kenya’s visibility, tackle travel misconceptions, and promote a broader range of destinations, including coastal beaches, wildlife reserves, mountain trails, and cultural heritage sites.

Alexander Fierley of the German Embassy noted that Kenya’s hospitality and diverse attractions offer a strong foundation for growth. “We must work together to change outdated perceptions and highlight Kenya’s real value,” he said. “With the right messaging and investment, we can double the 87,000 German tourists currently visiting.”

Challenges and policy shifts

One of the major hurdles facing Kenya’s tourism push is limited direct air connectivity with key European cities. Kenya Airways is set to launch a direct route to London Gatwick next month, expected to ease travel and stimulate demand.

However, the government’s recent decision to deny a license application by TUI, Europe’s largest tour operator, has raised concerns in the industry.

According to Filippo Amato of the European Union Delegation to Kenya, there’s untapped potential. “We need more direct scheduled flights from Italy and other EU hubs, as well as better incentives for hotel upgrades and clearer immigration procedures,” he said. “Electronic Travel Authorizations at arrival would make Kenya more competitive.”

Market performance and strategic focus

Data from the 2024 Tourism Performance Report confirmed Europe’s key role in Kenya’s tourism landscape, with the United Kingdom, Italy, and Germany leading in arrivals.

KTB is betting on expanded air access, strategic marketing campaigns, and seamless travel processes to deliver on its 12.5% growth target.

The board’s efforts align with broader economic goals to revitalize tourism as a top foreign exchange earner and employment driver, particularly in coastal and rural regions.

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