The resurgence of the global tourism sector, combined with an effective marketing campaign, led to a 21.2% increase in international arrivals to Kenya for the year ending in June.
Data from the Tourism Research Institute (TRI) reveals that Kenya welcomed 1,027,630 foreign visitors in the first half of the year, up from 847,719 during the same period in 2023.
However, despite this rise in visitor numbers, tourism sector earnings fell by 7.1%, totaling Sh142.5 billion compared to Sh153.4 billion the previous year. This decline is attributed to reduced tourist spending amid inflationary pressures, which offset the benefits of increased arrivals.
The notable increase in arrivals has been attributed to the introduction of the Electronic Tourist Authorization (eTA) at the start of the year, which has streamlined the visa application process. TRI’s acting CEO, David Gitonga, highlighted that enhanced air connectivity, including new routes and increased frequencies by major airlines, also contributed to the growth.
June saw the highest number of visitors, with 192,343, representing 19% of total arrivals. January and February also recorded significant visitor numbers, each accounting for 18% of the total, with 181,527 and 183,645 arrivals, respectively.
These figures surpass pre-COVID levels by 11%, compared to 925,927 arrivals in the first half of 2019.
The United States remained the leading source of international visitors, with 134,901 Americans traveling to Kenya. It was followed by Uganda (103,680), Tanzania (91,889), the UK (70,593), and India (50,510).
Leisure was the primary reason for visiting, comprising 44% (454,639) of the total arrivals. Visits to friends and relatives accounted for 24% (246,437), while business and Meetings, Incentives, Conferences, and Exhibitions (MICE) purposes also made up 24% (247,684). Transit passengers numbered 48,121, with other purposes including education (11,761), religion (7,355), medical (5,344), job-seeking (3,932), and sports (2,357).
The Jomo Kenyatta International Airport (JKIA) was the main entry point, with 693,046 arrivals, followed by Moi International Airport in Mombasa with 87,041. Other significant entry points included Busia (81,067), Namanga (60,046), and Malaba (22,851).
This half-year performance positions Kenya to potentially exceed its 2024 target of over two million visitors. “We are aiming for 2.45 million this year, with the peak season for wildebeest migration from July to September and the high season in November and December expected to drive further growth,” Gitonga told the Star.
Earnings are projected to reach Sh359.1 billion this year and Sh396.1 billion next year. In 2023, total arrivals stood at 2,086,600, with earnings amounting to Sh353 billion, according to the Economic Survey 2024.
