In 2024, Kenya welcomed 2,394,376 international tourists, marking a 14.6% increase from the 2,089,259 visitors in 2023.
This data was revealed in the Annual Tourism Sector Performance Report, released by the Ministry of Tourism in Mombasa on Wednesday.
According to the report, Kenya recorded a total of 7,568,342 tourists in 2024, comprising 2.4 million international tourists and 5,173,342 domestic tourists.
Tourism revenue in 2024 surged to KSh 452.2 billion, reflecting a 19.79% growth compared to 2023.
“These figures reaffirm our ambitious goal of attracting five million international visitors and 10 million domestic tourists by 2027,” said Tourism Cabinet Secretary Rebecca Miano.
Top Source Markets
The United States remained Kenya’s leading source market, accounting for 12.8% of total arrivals, followed by Uganda (9.42%) and Tanzania (8.49%).
Additionally, the United Kingdom, India, Italy, Germany, and China reclaimed their positions as key source markets.
Notably, East Africa and other African countries also recorded significant growth, especially in business and conference tourism.
Miano highlighted the emergence of new source markets, including:
Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium, Sweden
“This is a testament to our efforts in diversifying tourism products and expanding our global reach,” she stated.
Accommodation & Stay Duration
The number of bednights increased from 8.6 million in 2023 to approximately 10 million in 2024, reflecting a rise in accommodation demand and extended stays.
“We aim to boost arrivals while encouraging longer stays and higher spending per visitor,” said Miano.
She also emphasized the role of new tourism experiences, such as cultural tourism, Sports tourism, and adventure tourism.
These experiences have enhanced Kenya’s reputation as a sustainable tourism destination.
Digital & Sustainable Tourism
Miano urged private sector players to embrace digital platforms for a better visitor experience, including Online booking systems, Virtual tours, Green certifications
Kenya also reaffirmed its commitment to sustainable tourism, pledging at the United Nations Framework Convention on Climate Change to convert 100% of tourist transport to renewable energy by 2030.
Future Projections
The Tourism Research Institute (TRI) projects Kenya to receive 3 million international tourists and generate KSh 560 billion in revenue in 2025, with a goal of 5 million arrivals by 2027.
Meanwhile, the report showed that 68% of international tourists arrived via Jomo Kenyatta International Airport (JKIA)
8.5% arrived through Moi International Airport, Mombasa
“These insights are crucial in shaping the future of Kenya’s tourism industry, ensuring sustained growth and long-term success,” said Mombasa Tourism CEC Mohamed Osman while delivering the governor’s remarks.
“Mombasa has played a central role in Kenya’s tourism success, and we continue to see positive growth driven by investments in infrastructure, marketing, and the diversification of tourism experiences. Cultural heritage tourism, eco-tourism, and Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism are all strengthening the sector’s resilience,” he added.
