Kenya Tourism Board and African Tourism Board Partner to Boost Tourist Arrivals Across the Continent

Published on August 14, 2025

In a historic bid to increase tourism and investments throughout the African continent, the Kenya Tourism Board (KTB) and the African Tourism Board (ATB) have joined hands to jointly host the African Tourism and Investment Forum (ATIF) 2025. The forum will be hosted in Nairobi, Kenya, alongside the high-profile Magical Kenya Travel Expo (MKTE) between October 1st and 3rd, 2025. The event promises to attract more than 350 exhibitors and 5,000 travel industry professionals from around the world, providing an energetic platform for discussion, cooperation, and investment opportunities for Africa’s thriving tourism industry.

ATIF 2025: A Major Tourism Event for Africa

The ATIF 2025 will be a pivotal gathering, drawing attention to Africa’s rapidly growing tourism industry. The forum aims to facilitate meaningful discussions on tourism development, investment opportunities, and cross-border collaboration within the continent. Set against the backdrop of the Magical Kenya Travel Expo, which is one of the leading travel events in Africa, the forum is poised to attract industry leaders, stakeholders, and investors seeking to tap into the immense potential of Africa’s tourism market.

Strategic Partnership to Drive Africa’s Tourism Growth

This collaboration between the Kenya Tourism Board and the African Tourism Board marks a significant milestone in the effort to promote Africa as a global tourism and investment destination. The partnership underscores both organizations’ commitment to fostering a prosperous and integrated tourism sector across the continent. According to a recent official press release from ATB, the partnership will focus on several key areas:

• Investor Engagement: Engaging potential investors to bring capital into the African tourism sector.
• Branding Initiatives: Promoting Africa as a dynamic tourism destination to global markets.
• Matchmaking and Forum Coordination: Ensuring the success of the event by bringing the right stakeholders together for networking and collaboration.

The two organizations are working together to ensure that the event is an overwhelming success, with extensive efforts being made to finalize the program and secure key discussion tracks for ATIF 2025.

Magical Kenya Travel Expo: A Major Highlight of ATIF 2025

The Magical Kenya Travel Expo (MKTE), which will be held in Nairobi from October 1st to 3rd, will be a major part of the ATIF 2025 event. MKTE is set to provide a unique opportunity for tourism professionals to connect, exchange ideas, and explore new business prospects within the East African region’s thriving tourism sector. 6,500 delegates from 40 countries, including 200 international buyers and 400 exhibitors, are expected to attend, marking a 62.5% increase in attendance compared to the 2024 edition of the event.

This growth in attendance highlights the rising importance of Kenya and East Africa as key players in the global tourism industry. The increase in participation also reflects a growing interest in African tourism as a whole, with both local and international stakeholders eager to tap into the continent’s rich cultural heritage, diverse landscapes, and emerging tourism infrastructure.

Kenya’s Tourism Sector Growth

Kenya’s tourism sector is poised for a record-breaking year in 2025, with projections suggesting the sector will contribute Kenyan shillings 1.2 trillion (around US $9.2 billion) to the national economy. This represents a 24% increase from 2019 levels, showcasing the resilience and growth of the sector. Additionally, the tourism industry is expected to support 1.7 million jobs in Kenya by the end of 2025, demonstrating the significant impact of tourism on both the economy and local communities.

This growth is driven by the country’s diverse attractions, ranging from the Maasai Mara National Reserve and Mount Kenya to its stunning coastline and thriving wildlife tourism. The Magical Kenya Travel Expo (MKTE) 2025 will provide a critical opportunity to showcase Kenya’s attractions, increase investment in tourism infrastructure, and strengthen partnerships with global tourism stakeholders.

Aiming for a Thriving African Tourism Future

The strategic partnership between KTB and ATB aligns with a broader vision for Africa’s tourism industry: one that promotes investment, cross-border cooperation, and sustainable development. Both organizations share the common goal of positioning Africa as a leading global tourism destination, creating opportunities for job creation, economic growth, and cultural exchange.

The ATIF 2025 forum is expected to play a key role in achieving these objectives by providing a platform for tourism professionals, investors, and policymakers to come together and forge new partnerships. The forum will address key topics such as:

• Sustainable tourism practices and the role of technology in enhancing travel experiences.
• Investment opportunities in tourism infrastructure, including eco-friendly accommodations, transportation, and cultural heritage preservation.
• Policy discussions on how to create a favorable environment for tourism development across African nations.

With these key discussions, ATIF 2025 aims to lay the foundation for a more integrated and collaborative tourism sector across the continent.

Conclusion: A Key Moment for African Tourism

The partnership between the Kenya Tourism Board and the African Tourism Board is an important move towards developing Africa’s tourism sector. By hosting the African Tourism and Investment Forum (ATIF) in conjunction with the Magical Kenya Travel Expo (MKTE), the two bodies are establishing Kenya as a prominent stakeholder in the African tourism industry and opening doors for investment and growth throughout the continent.

The ATIF 2025 forum will be an important platform for celebrating Africa’s rich diversity to the world, raising global visibility for the continent’s tourism potential, and drawing important investments that will pay dividends for years to come to the tourism sector. With expanded participation, investment, and global interest, Africa’s future in tourism has never been brighter.