President William Ruto has attributed the growth in tourist numbers in the country to the confidence Kenya enjoys from international partners.

Speaking during the opening ceremony of the annual wildebeest migration in Maasai Mara on Thursday, July 24, 2025, Ruto indicated that in 2024, Kenya welcomed at least 2.4 million tourists across its various destinations.

“Last year, Kenya welcomed 2.4 million international visitors, a 15 per cent increase, and a powerful signal of global confidence in our destination. The Maasai Mara stands tall among them, not just for its wildlife but for the warmth of the Maasai people whose culture, hospitality, and guardianship make this landscape truly unforgettable,” Ruto said.

Uptick in tourism

According to the 2024 Tourism Sector Performance report, Kenya recorded an uptick in tourists despite the political tensions and unrest brought about by the protests against the proposed punitive tax measures of 2024.

The report also revealed that while Kenya experienced a 14 per cent growth, the vast majority of the 74 million tourists to Africa visited the North African countries.

“North Africa played a key role in driving this recovery, with international arrivals surging 22% above 2019 levels. This exceptional performance positioned Africa as the world’s second-fastest recovering region in 2024, trailing only the Middle East, which recorded a 32% increase in arrivals compared to pre-pandemic levels,” the report reads.

2024 tourism report

In 2024, Kenya received 975,883 arrivals from Africa, and the highest number of arrivals from the region was registered from Uganda at 225,559, followed by the United Republic of Tanzania at 223,290. At the third position was Somalia at 81,555.

Europe contributed 680,373 to the total arrivals in 2024, with the United Kingdom contributing the largest number at 180,639, followed by Italy at 91,842 and Germany at 87,556.

Kenya received 376,019 international arrivals from the Americas region, with the highest arrivals being from the United States of America at 306,501, Canada was second at 47,745, and Mexico at third place with 5,119.

The inbound tourism earnings increased to Ksh452.20 billion in the year 2024 compared to Ksh377.49 billion in 2023, translating to a growth of 19.79 per cent.