Kenya is set to host over 6,500 delegates from 40 countries during the 15th edition of the Magical Kenya Travel Expo (MKTE), scheduled for 1st–3rd October 2025 at Uhuru Gardens, Nairobi.
This year’s event will spotlight intra-African collaboration and the future of sustainable tourism growth under the theme: “Sustainable Tourism Growth: Unlocking Africa’s Potential.”
Speaking at a stakeholder engagement event today, Tourism PS John Ololtuaa emphasized MKTE’s pivotal role in transforming Africa’s tourism landscape over the past decade and a half.
“It is imperative that this year we make MKTE 2025 a pan-African endeavour. The 2025 edition represents not just Kenya’s achievements but the collective progress of African tourism stakeholders who have journeyed with us through fifteen years of industry transformation,” said PS Ololtuaa.
He emphasized MKTE’s invaluable role in catalyzing regional tourism growth, by facilitating new business connections and exposing local tourism players to new markets and travel trends.
“MKTE has earned reverence for its role in catalyzing regional tourism growth, and we are determined to bring stakeholders from across Africa and beyond to ensure that we not only showcase our diverse offerings but also collectively address common challenges. With Africa emerging as one of the strongest-performing regions in the global tourism recovery, it becomes imperative for African destinations to drive collaborative approaches that maximize our competitive advantages while addressing shared vulnerabilities in the global marketplace,” he emphasized.
MKTE 2025 will bring together 200 high-quality international buyers, 400 exhibitors and thousands of tourism stakeholders for three days of intensive networking, deal-making, and cross-sectoral dialogue.
The expo will focus on sustainable tourism growth towards achieving Kenya’s ambitious target of 5.5 million visitors by 2027, while leveraging the strategic integration of the Africa Tourism Investment Forum (ATIF) to create the continent’s most comprehensive tourism trade platform.
The expo’s focus on intra-African partnerships comes at an opportune time, given Africa’s growing contribution to Kenya’s tourism earnings. Africa was the leading source of tourist arrivals in 2024, accounting for 40.8% of international visitors.
While underscoring the need for collaboration in developing the industry across borders, PS Ololtuaa called on stakeholders drawn from the public and private sectors to break down barriers of competition and forge ahead as partners. “We must view regional markets not as rival frontiers but components of a shared vision for tourism, which remains a critical pillar of our economy,” noted Ololtuaa.
Kenya Tourism Board Chairman, Mr. Francis Gichaba, emphasized the significance of the 15th anniversary as a reflection point for Kenya’s tourism journey and its leadership role in regional tourism development.
“For 15 years, MKTE has showcased the evolution of Kenya’s tourism product. The 2025 edition will cement our position as a thought leader in sustainable tourism development, as we collaborate with stakeholders across Africa and beyond,” Mr. Gichaba remarked.
On her part, KTB Chief Executive Officer, Ms. June Chepkemei, detailed the expanded vision for MKTE 2025, highlighting the integration of technology and sustainability principles throughout the event planning and execution.
“Building on the success of MKTE 2024, which welcomed 4,000 delegates and facilitated thousands of business meetings, we are implementing a more sophisticated approach for 2025,’ Chepkemei stated.
“Our digital matchmaking system has been enhanced to ensure even more productive business connections, while our sustainability framework will ensure the event itself demonstrates best practices in responsible event management. We look forward to transformative discussions and deals, in line with unlocking tourism’s potential across Africa,” Chepkemei added.
Industry stakeholders present at the launch expressed optimism about the expanded vision, particularly the integration of the Africa Tourism Investment Forum, which is expected to address one of the sector’s most persistent challenges – access to capital for tourism enterprises across the continent.
” As an industry, we are excited that MKTE 2025 will facilitate vital investment and financing opportunities through ATIF’s inclusion. This will empower tourism MSMEs across Africa to scale up their offerings and tap into emerging continental and global travel trends,” Kenya Association of Travel Agents (KATA) CEO Nicanor Sabula remarked
With shifting global travel patterns driven by demand for authentic, sustainable experiences, the African tourism sector is projected to grow at 6.5% in the next decade, potentially reaching US$350 billion in total contributions, according to the World Travel and Tourism Council.
