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Kenya’s tourism sector, with 1.95 million arrivals last year, is nearing its 2019 peak of 2.05 million as international visitor arrivals return to pre-Covid levels.

Kenya Tourism Board acting Managing director and CEO John Chirchir said in addition to international arrivals, the domestic market had shown resilience, improving the bed occupancy by 4.76 per cent from 4.2 million to 4.4 last year.

At an average cost of Sh15,300 for accommodation per night, it means that the domestic tourism sub-sector raked in Sh67.3 billion in 2023. “As you can see from the numbers, we are truly on the way to recovery, which we should be able to achieve this year,” Chirchir said.

In 2023, 1.95 million visitors came to Kenya compared to 1.48 million in 2022, an increase of 31.8 per cent.
Chirchir was speaking on the sidelines of a prize giving ceremony, where 10 Kenyans were awarded a fully paid Easter holiday in a joint campaign between KTB and footwear manufacturer and retailer Bata in a month-long campaign themed “TembeaKenyaNaBata aimed at spurring domestic travel.

He said the campaign with Bata Kenya gives the marketing agency an opportunity to showcase the best of what Kenya has to offer to the domestic market.

“The feedback we have received shows that Kenyans are yearning for new experiences right in their own country. We are happy that this partnership with Bata enabled us to stoke that appetite for local tourism,” Chirchir said.

Data shows bed nights, a key indicator of the health of the domestic tourism sector, have shown a dynamic trend in Kenya from 2019 to 2022. In 2019, bed occupancy was robust at 6,416,730 nights.
However, the Covid-19 pandemic in 2020 led to a significant drop to 2,575,812 nights. Despite the pandemic, 2021 saw a recovery with roughly 3.1 million bed nights from January to September, suggesting a shift towards local tourism.

This upward trend continued into 2022, with bed occupancy increasing to 3,677,872 nights, signalling a strong recovery driven by eased travel restrictions, increased vaccination rates, and efforts to boost domestic tourism.

In addition to its rich natural attractions, Kenya’s tourism sector also capitalises on a variety of man-made attractions.

These include historical sites like Fort Jesus and Gede Ruins, urban attractions in Nairobi and Mombasa, the Kenyatta International Convention Centre (KICC), cultural experiences at the Bomas of Kenya, adventure parks, eco-lodges, and shopping opportunities.

This diversification, as suggested by Chirchir, allows for a broader tourism experience beyond the country’s natural resources.

“We have exploited our nature products. We need to also exploit our man-made products,” he said.
He re-affirmed Kenya’s goal to boost tourist arrivals to 5.5 million within four years. This will be achieved by leveraging private sector expertise and tailoring offerings to market needs, particularly targeting African tourists.

The KTB plan also aims to increase Kenya’s market share in Africa to 6 per cent, raise the sector’s employment contribution to an annual growth of 10 per cent, and boost the sector’s gross domestic product (GDP) contribution to 10 per cent by 2027.

In a related development, KTB has announced a partnership with Africa’s 100m record holder, Ferdinand Omanyala, to promote Kenya at the TB Berlin Convention in March 2024.

Omanyala will participate in promotional activities and share his experiences of iconic destinations like the Maasai Mara.
Chirchir emphasised the significant role athletes play in showcasing Kenya on the global stage, saying athletes like Omanyala are key in highlighting Kenya’s strengths, both in sports and tourism, as their global achievements serve as potent ambassadors for the country.

Ministry of Tourism and Wildlife, through KTB, will represent Kenya at the Expo, accommodating up to 42 travel trade representatives.