Kenya’s tourism industry is projecting business growth of between 15% and 20% this year, supported by rising international demand, increased destination marketing and growing interest from high-spending travellers.
The Kenya Association of Hotelkeepers and Caterers (KAHC) said its members are recording improved business compared with last year, with an increase in high-net-worth visitors expected to boost tourism earnings.
KAHC Chief Executive Officer Mike Macharia said sustained investment in destination marketing would be critical in maintaining the growth momentum and attracting more international visitors.
He called for predictable funding for the Kenya Tourism Board (KTB) to enable it to plan and sustain marketing campaigns in key
The positive outlook comes amid renewed efforts by Kenya to reassure international travellers about its safety following reports of an Ebola case in the country.
Speaking at the conclusion of the World Travel Market (WTM) London 2026, KTB Chief Executive Officer June Chepkemei urged foreign governments to ensure travel advisories are evidence-based, proportionate and regularly updated to reflect prevailing conditions.
She said Kenya remained a safe and welcoming destination, urging international travel stakeholders to provide accurate information to support traveller confidence.
Lake Nakuru Lodge Marketing Director Joseph Muya also cautioned against unnecessarily harsh travel advisories, saying they could undermine confidence despite continued interest in Kenya from European markets.
Meanwhile, Kenya Association of Tour Operators (KATO) Chief Executive Officer Fred Kaigua said visitor numbers and Kenya’s international marketing profile were improving, creating prospects for further growth in arrivals.
He said the industry must maintain engagement with travel agents, consumers and international media while responding to travel advisories with accurate information.
Kenya participated in WTM London, held from November 3 to 5, alongside more than 40 tourism trade partners, in efforts to strengthen international partnerships and generate new business opportunities.
