Aasai

Kenya’s tourism sector reached new heights in 2024, recording 2.4 million international arrivals, a 15% increase from 2,089,259 visitors in 2023, according to the Tourism and Wildlife Ministrys performance report released on Wednesday. The sector also posted significant financial gains, with tourism earnings rising by 19.79% to Sh452.20 billion, up from Sh377.49 billion in 2023.

Cabinet Secretary Rebecca Miano, speaking at the report’s launch in Mombasa, attributed the growth to strategic interventions, including aggressive marketing, tourism product diversification, digital transformation, and enhanced air connectivity. “This progressive achievement validates the government’s efforts to revitalize and diversify the tourism sector,” Miano said.

Domestic tourism also saw growth, with bed-night occupancy increasing by 12%, from 4,618,094 in 2023 to 5,173,966 in 2024.

The United States remained Kenya’s leading international source market, contributing 12.8% of total arrivals, or 306,501 visitors. Tanzania and Uganda followed, reflecting robust intra-regional travel, while Africa emerged as the top continental source market, accounting for 40.8% of arrivals.

Key growth areas included cruise tourism, which recorded a 163.5% increase, and the Meetings, Incentives, Conferences, and Exhibitions (MICE) segment, which accounted for 27% of international arrivals.

Looking ahead, Miano expressed optimism for 2025, targeting three million visitors and Sh560 billion in earnings, with a focus on public-private partnerships and sustainable growth strategies. “We have laid a firm foundation to make Kenya a competitive global tourism destination,” she said.