NAIROBI, Kenya – Kenya is leveraging improved air connectivity and expanded European routes to accelerate visitor arrivals from Europe, a market that currently accounts for 28 percent of the country’s international tourists.
To capitalise on this momentum, the Ministry of Tourism and Wildlife, through the Kenya Tourism Board (KTB), will lead a delegation of over 30 travel trade partners to the ITB Berlin expo from 3–5 March 2026.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the coordinated European market push aims to showcase Kenya’s enhanced air access, diverse experiences, and competitive offerings to Germany and the broader European audience.
“Kenya has always maintained a strategic presence at ITB Berlin, which presents tremendous opportunities to position the country as Africa’s premier destination. German travellers demand year-round, multi-dimensional experiences, and we aim to engage key decision-makers to unlock sustainable growth,” Miano said.
The 2026 edition of ITB Berlin marks 60 years of operation, with a focus on sustainability, AI, and industry resilience.
Miano highlighted Kenya’s recent hosting of the Fourth Global Tourism Resilience Day, Conference and Expo, which positioned the country as a continental leader in tourism innovation and crisis management.
“At ITB Berlin, we will demonstrate how our capabilities in technology and sustainable tourism translate into exceptional experiences for German travellers,” Miano added.
Kenya Tourism Board CEO June Chepkemei noted that German visitors are high-value travellers with longer stays and a strong interest in experiential tourism.
She expects the expo to generate over 500 business leads during strategic B2B meetings.
Last year’s ITB Berlin saw the launch of the regional campaign “Visit East Africa: Feel the Vibe”, while Kenya will complement the initiative with its “Magical Kenya – The Origin of Wonder” campaign, aimed at positioning the country as the ultimate home of humankind and highlighting immersive, high-value experiences beyond traditional safaris.
In 2024, Germany alone contributed over 87,000 visitors to Kenya, while total European arrivals reached 680,373, reinforcing the continent’s strategic importance.
Kenya’s participation in ITB Berlin is part of a wider marketing drive targeting 5.5 million international arrivals by 2027/2028.
The ITB Berlin expo is expected to draw over 5,800 exhibitors from more than 170 countries and 100,000 trade visitors, providing a platform for Kenya to solidify its European market presence and showcase its world-class tourism offerings.
