Kenya among Africa’s most strategic tourism markets with Sh1.6 trillion impact – report

Kenya among Africa’s most strategic tourism markets with Sh1.6 trillion impact – report

Kenya among Africa’s most strategic tourism markets with Sh1.6 trillion impact – report

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The report shows that travel and tourism contributed $12.7 billion (Sh1.6 trillion) to Kenya’s economy in 2025, accounting for 9.3 per cent of the country’s Gross Domestic Product (GDP)

Kenya is one of Africa’s most strategically important tourism markets, according to the World Travel & Tourism Council (WTTC).
In its latest 2026 Economic Impact Research (EIR) report, the council highlights the country’s growing contribution to the continent’s tourism expansion and sustainable development agenda.
The report shows that travel and tourism contributed $12.7 billion (Sh1.6 trillion) to Kenya’s economy in 2025, accounting for 9.3 per cent of the country’s Gross Domestic Product (GDP).

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The sector also supported 1.8 million jobs, representing 8.3 per cent of total employment, underscoring its significance as a major economic pillar.
WTTC says Kenya’s strong performance reflects a wider transformation across Africa, where tourism is growing faster than the broader economy and positioning the continent among the world’s fastest-growing travel destinations.
The council adds that Kenya’s strategic location, resilient tourism sector and commitment to sustainability have made it a key player in shaping Africa’s tourism future.

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Speaking during a tourism stakeholders’ forum in Nairobi, WTTC President and Chief Executive Officer Gloria Guevara said Africa is now one of the fastest-growing tourism regions globally, and Kenya is helping lead that momentum.
“With a strong economic contribution, a balanced demand model and clear leadership in sustainable tourism, Kenya demonstrates what long-term Travel & Tourism success can look like,” Guevara said.
Kenya’s tourism growth has been driven by a balanced mix of international and domestic demand.
International visitor spending reached $5 billion (Sh646.9 billion) in 2025, accounting for 52.4 per cent of total tourism expenditure and slightly surpassing domestic visitor spending of $4.5 billion (Sh582.3 billion).
The country welcomed 2.5 million international visitors during the year, marking a 5.6 per cent increase from 2024.
The report further highlights Kenya’s tourism trade surplus, with international visitor spending exceeding outbound travel expenditure by $3.96 billion (Sh512.4 billion) in 2025.
WTTC says the surplus generated a substantial inflow of foreign exchange, strengthening economic resilience while supporting broader national development goals.
Kenya has also been singled out for its leadership in sustainable tourism.
According to the report, nearly 20 per cent of the sector’s energy consumption comes from low-carbon sources, significantly above both the global average of 5.9 per cent and the African average of 2.9 per cent.
The achievement places Kenya among the world’s leading destinations in advancing the tourism sector’s energy transition.
At the continental level, WTTC reports that travel and tourism contributed $228 billion (Sh29.5 trillion) to Africa’s economy in 2025, equivalent to seven per cent of regional GDP.
The sector is expected to grow further to $241 billion (Sh31.2 trillion) in 2026, while supporting 31.5 million jobs.
Guevara reaffirmed the council’s commitment to the region, saying.
“WTTC is proud to continue strengthening its engagement with Kenya and Africa, amplifying the region’s voice on the global stage, and supporting efforts to unlock the immense potential of Travel & Tourism as a driver of jobs, investment, and sustainable economic growth.”

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