NAIROBI, Kenya— Dubai is now turning its gaze towards Kenya’s growing population of middle-class travellers, offering a range of affordable holiday packages aimed at budget-conscious families and solo adventurers.
Tourism officials from the Emirate are in Nairobi this week as part of a regional roadshow to promote Dubai as an accessible destination, not just one of luxury and high-end experiences.
“Why we’re here today is to ensure that Kenyans know what Dubai has to offer,” said Amna Bin Hendi from Visit Dubai.
“We are known for our glitz and our glam, but we want to make sure that you are aware of what’s new in the destination, what we have to offer to families, affordable travelers, and everything in between.”
The shift comes amid rising outbound travel from Kenya.
According to the latest data from the Kenya Tourism Board, over 1.42 million Kenyans travelled abroad for holidays in 2024, up from 1.35 million the previous year.
While neighboring countries like Tanzania and Uganda remain popular, the Middle East—especially Dubai has emerged as a top choice for longer international breaks.
Dubai is banking on its flight connectivity and new budget travel options to lure more Kenyan visitors. Currently, there are more than 45 direct flights weekly between Nairobi and Dubai, operated by Emirates and Kenya Airways.
As part of its marketing campaign, Visit Dubai is highlighting a growing portfolio of one- to three-star hotels, value-packed experiences, and family-friendly attractions such as the Dubai Frame, Museum of the Future, and various water parks. Entry fees for some attractions are as low as $13 (Sh 1,678).
The team is also promoting Dubai’s annual shopping festivals, where popular brands like Zara, H&M and GAP offer discounts of up to 80%, drawing interest from both fashion lovers and bargain hunters.
Officials are engaging with Kenyan travel agencies and industry stakeholders to ensure they are well-informed about Dubai’s evolving tourism offerings, particularly for value-focused segments.
