Kenya is stepping up destination assurance and international marketing efforts to maintain traveller confidence, with industry players projecting 15 to 20 per cent business growth on the back of recent international trade engagements.
The positive outlook is driven by growing interest in Kenya’s diverse tourism experiences, hospitality offering and renewed destination marketing efforts, with the industry focused on converting international interest into actual bookings, increased arrivals and higher tourism earnings.
Speaking at the conclusion of World Travel Market (WTM) London, Kenya Tourism Board (KTB) Chief Executive Officer June Chepkemei reaffirmed the country’s readiness to welcome international visitors, calling for travel advisories to be evidence-based, proportionate and regularly reviewed to reflect prevailing conditions.
βKenya remains a safe, welcoming and diverse destination, offering excellent experiences and authentic hospitality to all travellers,β said Chepkemei.
She emphasized that accurate and regularly updated travel advisories are essential in supporting informed travel decisions and maintaining traveller confidence.
βWe encourage travel advisories to be evidence-based, proportionate and regularly reviewed to accurately reflect current conditions and support informed travel decisions,β she added.
Lake Nakuru Lodge Marketing Director Joseph Muya called on international stakeholders to adopt a balanced approach to travel advisories following the reported Ebola case in Kenya, cautioning against unnecessarily harsh advisories that could undermine confidence in the destination.
He noted that travel agents engaging with Kenya had not raised significant concerns over the matter, emphasising that Kenya continues to attract growing interest from the European market, with encouraging booking prospects pointing to sustained demand for the destination.
Muya called for responsible communication and continued collaboration among tourism stakeholders to maintain market confidence and support the growth of Kenya’s tourism sector.
Kenya Association of Hotelkeepers and Caterers (KAHC) Chief Executive Officer Mike Macharia said the sector was recording positive business growth, with members reporting an increase of between 15 and 20 per cent compared with the previous year.
βWe are seeing business grow by about 15 to 20 per cent year-on-year, alongside an increase in higher-net-worth visitors who are likely to spend more. This is encouraging for the industry and reflects Kenyaβs growing competitiveness as a destination. However, we need consistent investment in destination marketing, with predictable funding for KTB to plan and support the private sector in attracting more business,β said Macharia.
He attributed Kenyaβs competitiveness partly to government investment in infrastructure, adding that sustained destination marketing would be important in converting international interest into business.
Kenya Association of Tour Operators (KATO) CEO Fred Kaigua said the outlook remained positive, citing rising visitor numbers and increased visibility through Kenyaβs participation in international tourism trade events.
βThe prospects are looking quite good. The numbers have been climbing, our marketing profile has been increasing, and we are set to grow arrivals further. I think the future looks bright for Kenya,β said Kaigua.
He noted that election periods should not necessarily dampen tourism activity, as the sector continues to operate while bookings remain on a positive trajectory. He also emphasised the importance of maintaining a consistent presence in source markets through engagement with travel agents, consumers and the media.
On travel advisories, Kaigua said foreign governments often adopt a cautious approach when issuing guidance to their citizens. He urged the industry to respond with accurate information and reassurance.
βOur task is to respond with facts and figures and reassure travellers that they are in good hands. Advisories will always be there. It is our responsibility to work around them and reassure clients that all is well and that we are there for them,β he said.
The World Travel Market (WTM) London 2026 took place from 3 to 5 November at ExCeL London, where KTB showcased Kenyaβs tourism offering alongside more than 40 travel trade partners. The delegation engaged global travel industry players to promote the destination and build new business opportunities.
