Tourism revenue surges to Sh452.2bn in 2024 with 2.4 million tourists visiting
The report highlighted the rise of new travel trends, including cultural tourism, adventure tourism, and sports tourism, as one of the prime reasons that attracted a broader range of travellers to the country.
Kenya's tourism sector recorded an impressive surge in 2024 with inbound earnings growing by 19.79 per cent to reach Sh452.2 billion, according to the 2024 Tourism Sector Performance Report.
Speaking at the unveiling of the report alongside the Climate Change and Tourism Sustainability Report in Mombasa, Tourism Cabinet Secretary Rebecca Miano praised the progress, emphasising Kenya's ambitious plans to further expand the sector.
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"Last year, Kenya welcomed 2.4 million international tourists. This translates to a 14.6% increase from 2023. Still, we aim to increase arrival numbers to 3 million in 2025 and 5 million by 2027. We will also encourage our visitors to have longer stays thereby increasing per capita spend," noted Miano.
The report highlighted the rise of new travel trends, including cultural tourism, adventure tourism, and sports tourism, as one of the prime reasons that attracted a broader range of travellers to the country.
Moreover, Kenya's expanding source markets were a key driver of the evident numerical growth in visitors.
"The United States remains the top contributor to Kenya's inbound tourism, accounting for 12.8% of total arrivals, followed by Uganda at 9.42% and Tanzania at 8.49%," stated the CS.
"New markets such as the Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium, and Sweden have emerged as fast-growing contributors to the sector," she added.
Looking ahead, Kenya is set to benefit from improved air connectivity. The entry of new airlines like Air Asia and Air Dubai, along with the relaunch of Brussels Airlines, is expected to make the country more accessible to international visitors.
The world's largest privately-owned residential cruise ship Ms The World docked at the Mombasa Port on April 2, 2024. (Photo: Farhiya Hussein)
Additionally, travel infrastructure, particularly at Jomo Kenyatta International Airport, which accounts for 70% of all arrivals is also set to improve.
"Forthwith, there will be additional immigration booths and the introduction of E-gates for a smoother customs clearance experience. We shall also modernise our covered walkways and baggage handling systems with the Electronic Travel Authorisation (ETA) System set to be improved in line with stakeholder recommendations," Miano remarked.
In an effort to consolidate productivity, the Ministry called on the private sector to partner with the government by accelerating the adoption of digital platforms for optimised visitor experiences.
"Notably, online booking systems and virtual tours simplify trip planning while encouraging increased visits. The promotion of green certifications, carbon-neutral accommodation, and cruise tourism will also be vital for increased competitiveness," added Miano.
The CS also revealed the critical role that sustainability has played in the state's tourism strategy divulging details of Kenya's commitments at the United Nations Framework Convention on Climate Change.
"In our efforts to ensure that we cement our position as a leader in sustainable tourism, we committed to a 100% conversion of tourist transportation to renewable energy by 2030, As a Ministry, we will also contribute to Kenya's initiative of growing 15 billion trees by 2032 by planting 600 million trees within the tourism sector," she said.
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