Kenya is targeting a 16.8% increase in tourist arrivals from the United Kingdom to 199,645 visitors by the end of 2026, as it steps up marketing efforts to strengthen its position in the European travel market.
The target represents an increase from 170,936 British visitors recorded in 2025, with the Kenya Tourism Board (KTB) seeking to convert growing interest in the destination into actual bookings.
Speaking at the ongoing World Travel Market (WTM) London 2026, KTB Chief Executive June Chepkemei said Kenya was leveraging the global travel exhibition to strengthen partnerships, increase destination visibility and attract more visitors.
“Our pitch is that Kenya offers much more than the iconic safari experience. Visitors can combine wildlife, coast, culture and adventure in one destination,” said Chepkemei.
She said the country was also promoting lesser-known destinations to encourage tourists to explore more of Kenya beyond traditional safari circuits.
More than 40 Kenyan tourism trade partners are participating in the exhibition, showcasing the country’s wildlife, coastal, cultural and adventure tourism products.
Europe remains Kenya’s second-largestarrivals, with 691,194 visitors recorded in 2025
Chepkemei said Kenya was positioning itself as a year-round destination through targeted digital campaigns, airline partnerships, travel trade engagements and competitive tourism packages.
The initiatives are also aimed at addressing traveller concerns around affordability, safety perceptions and sustainability.
Industry players at the exhibition said the platform provides opportunities to strengthen Kenya’s appeal and attract more European visitors.
Talago Tours Managing Director said WTM had played an important role in elevating Kenya’s tourism industry by creating opportunities for stronger trade partnerships and international business.
True Adventure Sales and Planning Director Kathryn Hardman said Kenya had established a strong niche in adventure and wildlife tourism, making it attractive to European travellers.
She noted that further growth could be achieved through diversification of tourism products and improved accessibility to the destination.
Kenya is banking on stronger international partnerships and expanded tourism experiences to increase visitor numbers and support growth in the sector.
