Kenya’s tourism industry is staging a powerful comeback, registering a 60% surge in international arrivals since 2022. Official data from the Ministry of Tourism reveals that the country welcomed 2.4 million tourists in 2024, up from 1.5 million in 2022.

This growth has driven tourism earnings to Kshs 452 billion, a significant rise from Kshs 268 billion just two years ago.

The sector now directly contributes Kshs 509 billion to the GDP—about 2.6%—with the total contribution estimated at Kshs 1 trillion, roughly 10.5% of the national GDP. Employment figures have also improved markedly, with tourism supporting over 1.5 million jobs, up from 1.1 million in 2022.

In a bid to reduce reliance on traditional beach and safari offerings, the Ministry has aggressively diversified Kenya’s tourism portfolio. Sports events like the Magical Kenya Open, the Kip Keino Classic, and the Naivasha WRC Rally are now major tourist draws. Cultural events such as the Maa and Rusinga festivals are also gaining traction. Additionally, conference tourism is on the rise, with Kenya hosting 643,595 MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors in 2024, representing a 12.5% increase from the previous year.

“Over time Tourists have been confined to beach and wildlife safari products despite there being other equally attractive and interesting circuits available within the country. This has led to underutilization of the existing tourism products such as Conference tourism, heritage tourism, Sports Tourism, cultural tourism, Avi Tourism, Health and Wellness Tourism and Agro tourism,” said Tourism and Wildlife Cabinet Secretary Rebecca Miano.

Domestic tourism remains a priority following its pandemic-era surge. The Ministry’s “Tembea Kenya” campaign, featuring subsidized park entry fees and family-friendly travel packages, helped increase domestic bed occupancy to over 5.1 million bed-nights in 2024. Youth-oriented travel activities, including hiking, photography, and adventure sports, are also expanding.

To modernize and streamline the visitor experience, the Ministry is set to launch a National Tourism Portal and a Kenya Tourist App. These digital tools will offer virtual tours, maps, and real-time travel information. A feedback mechanism for tourists is also in development.

Infrastructure upgrades have been instrumental. Roads to Amboseli and Tsavo have been improved, and airstrips in Lamu and Maasai Mara expanded. The recent opening of Narok National Airport is expected to boost access to key attractions.