MOMBASA, Kenya – It is now emerging that Kenya welcomed 2.4 million international tourists in 2024.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said that this translates to a 14.6pc increase from 2023 numbers.
The combined visitor numbers for 2024 stands at 7,568,342. According to CS Miano, this includes 2.4 million inbound tourists and 5,173,966 domestic tourists.
On the other hand, the prevailing trajectory justifies the government’s 5 million inbound visitor target and 10 million domestic tourists by 2027.
The CS said that the 2024 inbound tourism earnings rose to Sh 452.2 billion, a 19.79% growth compared to 2023.
“The United States remained the largest source market at 12.8% of total arrivals followed by Uganda at 9.42% and Tanzania at 8.49%. The United Kingdom, India, Italy, Germany and China reclaimed their space as leading source markets to our destination,” said the CS.
How African countries are thriving in businesses and conferences
She observed that on the overall, East Africa and other African countries have marked impressive growth especially in the business and conferences segments.
CS Miano spoke on Wednesday, February 19, during the launch of the annual tourism sector performance report and the report on sustainability and impact of climate change on the tourism sector in Kenya at Sarova Whitesands Hotel, Mombasa.
“I am pleased to note the emergence of source markets that have not hitherto been our best. In the ranking of the fastest growing source markets are new entrants that include the Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium and Sweden. This is a clear indication that our efforts in diversifying product offering and expanding source markets are bearing fruit,” explained the CS.
CS Miano reiterated that the introduction of new experiences, such as cultural tourism, sports tourism and adventure tourism has continued to attract a wider range of travellers resulting—thankfully—in stamping Kenya’s reputation as a sustainable tourism destination.
“Our aim is to ultimately increase arrival numbers while encouraging longer stays and higher per capita spend. Moving forward, we will be more intentional in curating experiences that are in sync with emerging global trends. These will include embracing sustainability and eco-conscious tourism, wellness tourism, invoking technological advancements and encouraging the growth of solo travel among other modern-day leaning initiatives,” she added.
Why Kenya is improving visitor experience at JKIA
The Kenyan government has already embarked on improving visitor experience at Jomo Kenyatta International Airport, a crucial gateway to Kenya and the larger eastern Africa region.
CS Miano said the airport accounts for 70% of all our arrivals. Against this backdrop, the Government has taken deliberate measures to put in place an ever-improving visitor experience with regard to basic infrastructure and aesthetics.
“Forthwith, there will be additional immigration booths and introduction of E-gates to enhance efficiency as well as smoother customs clearance experience. We shall also have modernised covered walkways and baggage handling systems. To improve security, only licensed facilitators will be allowed at the airport moving forward,” disclosed the CS.
𝐊𝐄𝐍𝐘𝐀’𝐒 𝐓𝐎𝐔𝐑𝐈𝐒𝐌 𝐑𝐄𝐏𝐎𝐑𝐓📢 Tourism is a cornerstone of Kenya’s economy, and today, I am pleased to unveil the 2024 𝘛𝘰𝘶𝘳𝘪𝘴𝘮 𝘚𝘦𝘤𝘵𝘰𝘳 𝘗𝘦𝘳𝘧𝘰𝘳𝘮𝘢𝘯𝘤𝘦 𝘙𝘦𝘱𝘰𝘳𝘵 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘊𝘭𝘪𝘮𝘢𝘵𝘦 𝘊𝘩𝘢𝘯𝘨𝘦 𝘢𝘯𝘥 𝘛𝘰𝘶𝘳𝘪𝘴𝘮…
Besides, CS Miano revealed that the government is improving the Electronic Travel Authorisation (ETA) System consistent with recommendations from stakeholders and visitors’ feedback.
“This will culminate in faster approval turn around and heightened stability of the system support infrastructure. We have gone further to propose the exemption of key segments of African travellers from the ETA process to ease the overall clearance process,” she added.
If the government consolidates its efforts and synergies effectively, CS Miano said Kenya is projected to receive 3 million tourists and generate Sh 560 billion in earnings in 2025 while targeting 5 million arrivals by 2027.
How Kenya seeks to cement its position as a leader in sustainable tourism
Meanwhile, CS Miano indicated that in its efforts to ensure that Kenya cements its position as a leader in sustainable tourism, the ruling administration made commitments at the United Nations Framework Convention on Climate Change.
“We committed to a 100% conversion of our tourist transportation to renewable energy by 2030 among a raft of other crucial deliverables. In efforts to actualise these commitments, the Tourism Research Institute was tasked to undertake a broad-based study to provide the baseline measurement parameters and frameworks towards the achievement of targeted commitments,” said the CS.
The study report which is now complete aligns with the Government’s plan to increase Kenya’s green cover by at least 30% by 2032 by growing 15 billion trees.
The Ministry of Tourism and Wildlife aims to grow 600 million trees by 2032.
