NAIROBI,Kenya – Kenya is intensifying its outreach to European countries in a renewed drive to revive its tourism sector, aiming for a 12.5% increase in arrivals from the continent next year.
At the heart of this strategy is a push for stronger aviation links and improved perceptions of safety as Kenya works to hit a target of 764,734 European visitors in 2025, up from 680,373 in 2024.
The Kenya Tourism Board (KTB) is banking on diplomatic and commercial ties with key European nations including the UK, Germany, and Italy to propel this growth.
Officials are optimistic that a blend of high-level government engagement and private sector promotion will open fresh opportunities.
KTB CEO June Chepkemei highlighted the strategic nature of Kenya’s outreach
“This engagement follows our recent outreach to Asia and the Middle East, as we work to position Kenya as Africa’s leading tourism brand.”
Rose Anyona, who serves as Deputy Director at the Europe and Commonwealth Directorate in the Ministry of Foreign Affairs and Diaspora Affairs, emphasized Kenya’s commitment to nurturing economic ties that can spill over into tourism.
“The Economic Partnership Agreement with the EU and UK, which grants duty-free access to these markets, is expected to stimulate growth in tourism-related enterprises.”
A key development boosting Kenya’s effort is the upcoming launch of Kenya Airways’ direct flight to London Gatwick on July 2seen as a significant win for connectivity between the two countries.
However, officials also raised concerns over the recent suspension of TUI charter flights, which has disrupted some travel routes.
The KTB has promised swift action to recover lost ground and reestablish critical flight paths that serve popular destinations.
