Kenya’s Travel and Tourism sector made a significant contribution of Sh1 trillion to the nation’s economy in 2023, according to the latest report by the World Travel & Tourism Council (WTTC). The 2024 Economic Impact Research (EIR) describes this performance as a record-breaking year for the industry in Kenya.
Employment in the sector grew by six percent, reaching an all-time high of 1.55 million jobs, which equates to one in every 13 jobs nationwide. Domestic spending by visitors exceeded Sh466 billion last year, surpassing previous records by nearly 15 percent. However, international visitor spending fell short of its 1999 peak, totaling Sh266 billion.
Julia Simpson, WTTC President & CEO, remarked, “The recovery of Kenya’s travel and tourism sector underscores its resilience.” She noted that the sector’s record growth in economic contribution, employment, and domestic spending highlights its critical role in Kenya’s economy.
Simpson also acknowledged that while international visitor spending is currently below its peak, the outlook for Kenya’s travel and tourism sector remains positive. “With substantial growth opportunities in the coming decade, the sector’s future looks promising.”
The WTTC’s research forecasts a nine percent annual growth in the sector’s economic contribution, projected to reach nearly Sh1.15 trillion. Job numbers are expected to rise to over 1.6 million, making up almost eight percent of the country’s total employment. Domestic visitor spending is anticipated to climb to Sh521 billion, though international spending is forecast to remain below previous highs at Sh289.5 billion.
With continued government support, WTTC predicts that the sector could boost its annual GDP contribution to Sh1.7 trillion by 2034, representing 7.4 percent of Kenya’s economy and potentially providing more than 2.2 million jobs.
The report comes amid ongoing political protests in Kenya, which have impacted the travel and tourism sector. Former Tourism Cabinet Secretary Alfred Mutua recently warned that continued unrest could damage tourism revenue, leading to job losses and stalling new opportunities.
“We are fortunate not to have seen significant cancellations so far, but continued instability could adversely affect the sector, reducing earnings, risking job losses, and halting new prospects,” Mutua said. This instability could hinder Kenya’s growth ambitions and its goal of attracting 2.2 million international arrivals for the current financial year.
