Kenya’s continued drive for intra-African tourism growth is in sharp focus at the 2026 edition of Africa’s Travel Indaba, as the country leverages the continental travel trade platform to advance its position as a modern, multi-experience destination.
The Kenya Tourism Board (KTB) is leading a 14-member delegation to the expo, which began on 11 May and runs through 14 May at the Durban ICC, South Africa, under the theme “Unlimited Africa: Growing Africa’s Tourism Economy.”
The expo has brought together over 1,200 exhibitors from 22 African countries and nearly 1,000 global buyers from 44 countries to accelerate continental tourism growth.
The Kenyan delegation comprising partners from tour operations, hospitality, and destination management, will seek to strengthen the visibility of Kenya’s diversified tourism offering in the areas of safari, coastal tourism, adventure, culture, wellness, and business travel, showcasing products which position Kenya as a destination capable of delivering varied experiences within one seamless itinerary.
Speaking at the event, KTB CEO June Chepkemei said Kenya’s participation at Indaba reflects a broader strategy focused on attracting high-value regional travellers capable of driving long-term tourism growth.
“Platforms like Indaba are no longer simply promotional events. They are part of a sector effort to reposition the country from being seen purely as a safari destination to becoming one of Africa’s most dynamic and diversified tourism hubs, a destination where travellers can experience wildlife, adventure, culture, sport, and business travel within one seamless journey,” said Chepkemei.
She added: “We are positioning Magical Kenya as a bush-to-beach experience destination while deepening partnerships with the cruise trade to drive quality tourism growth into the country.”
Kenya arrives at Indaba on the back of strong sector momentum, having recorded 2.7 million international arrivals in 2025 – a 9% increase on the prior year and above the global growth average. Africa accounted for 47% of all arrivals, reinforcing the strategic importance of intra-continental tourism to Kenya’s growth agenda.
South Africa remains among Kenya’s most significant regional source markets, driven by high spending power and strong appetite for premium leisure, Meetings, Incentives, Conferences, and Exhibitions (MICE), honeymoon, and family travel.
Kenya will be showcasing key tourism offerings spanning the Masai Mara, Amboseli, Samburu, and Laikipia conservancies, alongside coastal gems Diani Beach, Watamu, Malindi, and Lamu. Adventure offerings centred on Mount Kenya, trail running, cycling, and wellness retreats complete the country’s expanded tourism proposition.
KTB is also using its presence at Indaba to gather market intelligence and gain deeper insight into evolving traveller behaviour across the African market, informing how Kenya shapes its product development, trade partnerships, and source market strategies in the period ahead.
The expo will also provide a timely platform for Kenya to advance conversations around improving accessibility and travel facilitation particularly in the areas of digital entry systems, streamlined visa processes, and strengthened regional air connectivity.
Direct flights between Nairobi and Johannesburg remain a key enabler, reinforcing Kenya’s position as an accessible and compelling short-haul destination for South African travellers seeking rich, multi-layered experiences.
