Kenya is targeting a 27 per cent growth in Ugandan tourist arrivals, aiming to welcome 300,000 visitors from its western neighbour by the end of this year.

The plan hinges on improved access, deeper cultural and regional ties, and joint marketing under the East African Community (EAC) tourism banner.

Tourism and Wildlife Cabinet Secretary Rebecca Miano made the announcement during the official opening of the 11th Pearl of Africa Tourism Expo (POATE) in Kampala, Uganda.  

She cited the visa-free policy for African countries, air and road connectivity, and shared cultural heritage as key enablers driving the surge in visitor numbers.  

“As one of the more vibrant tourism economies in the region, Kenya recognises the tremendous potential presented by the Ugandan market,” said Miano, adding, “Our presence at POATE is a testament to our commitment to deepen bilateral tourism cooperation and promote integrated cross-border experiences.”

In 2024, Uganda was Kenya’s largest source market in Africa and the second overall after the United States, contributing 225,559 visitors—9.4 per cent of Kenya’s total arrivals.  

Miano noted that regional platforms such as POATE, which this year drew over 260 exhibitors, 70 international buyers, and more than 5,000 trade visitors, offer vital opportunities to promote intra-African travel and foster partnerships.

Kenya Tourism Board (KTB) CEO June Chepkemei emphasised the importance of targeting Uganda with tailored offerings.

“We are positioning Kenya as a destination of value for Ugandan travellers, with a focus on weddings and honeymoons, meetings and conferences, sports tourism, and shopping,” she said.

Chepkemei added that Kenya’s appeal as a regional shopping hub—bolstered by international brands and lifestyle malls—has positioned it as a favourable short-haul destination for Ugandan visitors.  

Event-based tourism

Participation in niche events like Uganda’s Bride and Groom Expo and KTB’s influencer campaigns featuring Ugandan stars like Eddy Kenzo are helping drive awareness and engagement.

The “WRC Tugende Kenya” campaign, which capitalised on the popularity of the Safari Rally, drew an estimated 33,000 regional motorsport fans to Kenya—many of them from Uganda—further proving the potential of event-based tourism.

Kenya is also working on integrated travel products such as joint tourism packages and coordinated business-to-business engagement.  

Initiatives like the Uganda-Kenya Coast Conference have boosted traffic on the Entebbe–Mombasa route, with Uganda Airlines facilitating travel to Kenya’s coast, now increasingly popular for golf, weddings, and beach holidays.