Kenya’s Tourism Growth & African Travel & Tourism Association’s ‘Too Close for Comfort’ Report Highlight the Need for Safari Lodges and Airlines such as Kenya Airways to Strengthen Ethical Wildlife‑Tourism Practices

Published on November 6, 2025

Kenya’s tourism growth, fueled by its iconic safaris, pristine landscapes, and vibrant culture, continues to make headlines as a premier destination for international travelers. In 2024, the country saw a remarkable surge in tourist arrivals, marking a significant milestone for its tourism sector. With wildlife tourism at the heart of this expansion, Kenya remains a global leader in offering unforgettable safari experiences. However, this growth also brings the need for greater responsibility in how tourists interact with the country’s rich wildlife. In response, the African Travel & Tourism Association’s (ATTA) recent release of the “Too Close for Comfort” report emphasizes the importance of adopting ethical wildlife tourism practices. The report advocates for safari lodges, airlines like Kenya Airways, and other industry players to strengthen their commitment to sustainability, ensuring that Kenya’s natural beauty is preserved for future generations. As ethical travel becomes a growing concern for modern tourists, the country’s tourism industry is stepping up to meet these new expectations, balancing its booming growth with responsible wildlife experiences.

Kenya’s growing tourism industry has necessitated the uptake of ethical tourism practices for wildlife safari lodges and airlines such as Kenya Airways. As a leading global adventure tourism destination, with its unique safaris, golden beaches, and diverse culture, the country has remained a favorite for international visitors. With its spectacular tourist attractions, the country continued to record a steady increase in the number of tourist arrivals throughout the year. Nevertheless, this increase has prompted the need to address the growing challenges in tourism, particularly ethical and sustainable wildlife tourism.

The “Too Close for Comfort” report published by the African Travel & Tourism Association (ATTA) seeks to advocate responsible wildlife tourism. The report notes the responsible wildlife advocates for safari lodges, airlines, and other tourism players to respond to the evolving requests on sustainabily and humane treatment of animals. With the ascent of Kenya’s tourism industry, the calls for the wildlife managers to better handle wildlife management grow as tourists seek for not only excitement from the wild, but a wildlife experience that is gentle and ethical.

Kenya’s Tourism Growth

With 2024 forecasted to be a peak year for tourism, Kenya’s tourism sector is projected to grow. The previous year, the country registered more than two million tourists for the first time and this year, that figure is expected to grow to 2.3 million. This was made possible by the country’s wildlife tourism, and especially safaris in the popular Maasai Mara, Amboseli and Tsavo game reserves. Tourists come for a cultural and coastal experience, and to watch the “Big Five” animals in their natural habitats, and for the hospitality of the Kenyans.

Tourism has been a big part of Kenya’s economy and has contributed greatly to the GDP. Cash inflows from tourism investment reached KSh 452.2 billion in 2024. This 19.8% increase year on year has supported the creation of new jobs, and the tourism sector is estimated to support 1 in 13 jobs in the country. The national carrier, Kenya Airways, provides a sevice as an instrument of this growth, offering non-stop flights to and from Nairobi, where the bulk of the tourism in Kenya is located, and the rest of the world. With a new and modern fleet, Kenya Airways is in a good position to cater to the increasing demand for business and leisure travel to Africa.

The Importance of Ethical Wildlife Tourism in Kenya

The rapid growth tourism, especially the growth in the safari business, has been at the forefront of awareness on the business of ethical tourism in the country. The ATTAS “Too Close for Comfort” report discusses the implications of the safari tourism business where clients are encouraged to engage in close and possibly unlawful contact with wild animals for the sake of a close-up photograph. This behavior is unsustainable because it compromises the welfare of animals, the safety of people, and the future of tourism.

The report issued by ATTA promotes the adoption of responsible tourism that safeguards the interest of both the environment and wildlife. For safari operators, ATTA report suggests the adoption of the 4D Framework that describes operational policies of Distance, Duration, Density, and Directional Freedom. This will guarantee that tourist activities will not disturb wildlife, and ensure the safety of both tourists and animals. It advocates for self-regulatory safari lodges and tour operators to adopt the ethical principles of animal interaction and the control of viewing vehicles clustered around the sighting.

Safari Lodges Leading the Way in Ethical Tourism

In Kenya, a number of safari lodges and eco-friendly accommodations have already begun embracing ethical wildlife tourism practices. For example, lodges in the Maasai Mara have implemented ethical wildlife practices. For example, Saruni Mara and Cottar’s 1920s Camp have taken voluntary steps to minimize the environmental impact of their eco-friendly practices, employ local communities, and advocate for change in the protection of the natural environment around them. These lodges assist wildlife conservation initiatives by adopting practices that ensure the protection of wildlife and their habitats.

Furthermore, the opportunity to participate in conservation activities is expanding among safari lodges. One illustration is Giraffe Manor in Nairobi, where clients can meet endangered Rothschild giraffes and aid the Giraffe Centre’s breeding and conservation efforts. This kind of tourism allows guests to have a unique and enjoyable encounter while encouraging the conservation of Kenya’s diverse wildlife.

The Role of Kenya Airways in Ethical Wildlife Tourism

Kenya Airways is crucial in developing the tourism sector, offering direct flights to Nairobi from major cities like London, New York, Dubai, and Johannesburg. As one of the first African airlines to implement a biosafety program and practice goodwill, Kenya Airways continues to advocate for responsible travel. Their collaboration with safari operators and lodges has further promoted the expected ethical tourism initiatives.

The airline increasingly takes the initiative to inform travelers on the need to travel sustainably. Kenya Airways has taken the first steps toward embracing more environmentally conscious business practices by utilizing fuel-efficient planes and participating in carbon offset programs. Kenya Airways has taken the first steps toward embracing more environmentally conscious business practices by utilizing fuel-efficient planes and participating in carbon offset programs. Addressing the concerns of sustainable tourism, these efforts will ensure that Kenya’s environmental wealth will be enjoyed by many generations to come.

The Shift Toward Sustainable Flights and Eco-Friendly Tourism

Airline travelers are now more conscious of their travel carbon footprint, and many would like to find ways to minimize the environmental damage while on a trip. In response to such market pressure, Kenya Airways has adopted more environmentally sustainable practices such as reducing the amount of single-use plastic on their flights and providing more eco-friendly accommodation referrals to passengers. With an impressive range of wildlife and many lodges adopting sustainable tourism practices, Kenya is well positioned to become a top destination for travelers engaged in responsible wildlife tourism.

Moreover, airline companies from around the world are establishing new flight routes to Kenya. For instance, British Airways and Emirates Airlines have connections to Nairobi, and Qatar Airways links Kenya to the Middle East and other parts of the world. These airlines are also committed to lessening the negative effects of air travel on the environment. As an illustration, Qatar Airways has invested significantly in new, more fuel-efficient aircraft. As a result, the airline’s carbon emissions per passenger have decreased and fuel consumption has improved.

Responsible Wildlife Tourism: What Tourists Need to Know

One of the most important things to consider if you are planning a safari in Kenya, is the promotion of ethical wildlife tourism. While the country is still one of the most desired countries in the world with respect to wildlife, it is important that tourists consider the negative impact of their choices on wildlife and the environment. ATTA has published a report called “Too Close for Comfort” which states the most important practical guidelines that a tourist should consider when planning a safari or any other wildlife activity in Kenya.

1. Respect Animal Welfare: Animal welfare in tourism is very important. When organizing a safari, verify that the safari operator has implemented responsible tourism practices. These should include keeping a safe distance from animals, ensuring that the number of vehicles is limited in fragile wildlife regions, and avoiding any actions that could potentially distress the animals.

2. Support Eco-Friendly Lodges: Opt for places that are eco-friendly. Numerous eco lodges and resorts in Kenya are engaging in “greener” practices like waste reduction, renewable energy usage, and community support. Staying at these accommodations helps encourage sustainable practices in the tourism sector.

3. Book with Ethical Operators: Seek out tour operators who are certified for eco-sustainability or ethical tourism. Such tour operators are more likely to follow the guidelines that protect the environment, the wildlife, and the local communities.

4. Offset Your Carbon Emissions: You can offset the cost of your flight to Kenya with programs that invest in conservation and protect the environment. Most airlines, including Kenya Airways and some international airlines, offer simple payment options for carbon offsets during flight bookings.

Kenya’s tourism growth continues to soar, driven by its world-renowned safaris and vibrant landscapes. The African Travel & Tourism Association’s “Too Close for Comfort” report urges airlines and safari lodges to adopt more ethical wildlife tourism practices to preserve the country’s natural heritage.

Travel Tips for Tourists Visiting Kenya

1. Plan Your Trip in Advance: During the peak travel season, Kenya’s wildlife reserves, particularly the Maasai Mara, become heavily congested. To guarantee the most exceptional experience, plan well and arrange your accommodations well in advance.

Kenya’s wildlife safaris are most favorable during the dry season which is between June and October. This is when the animals are more concentrated as they gather around water sources which makes it easier to spot them.

Packing for safaris requires neutral and lightweight clothing as bright colors can scare wildlife. Other essential items include binoculars, sunscreen, and a wide-brimmed hat for sun protection during the day.

Travelers to Kenya are required to consult healthcare personnel regarding Covid vaccination prerequisites. Also, It is best to take malaria medication particularly for those visiting the countryside.

In Kenya, the official currency is the Kenyan Shilling (KES) while the US dollar is also widely accepted at tourist centers. Although there are ATMs in the major cities, if you’re going to remote areas, it is best to carry cash.

In the recent past, the Kenyan tourism sector has made considerable strides in embracing and focusing on responsible tourism practices. Implementing ethical wildlife industry practices has become a prerequisite to protecting wildlife and their habitats with developments such as ATTA’s “Too Close for Comfort” report. This gives safari operators, airlines, and hotels a framework to work within.

The future viability of responsible tourism in Kenya rests on the coordination of airlines, safari lodges, conservation agencies, and the state. Through collaborative efforts, such partners can ensure that Kenya retains its position as a prime ethical wildlife tourism destination while continuing to protect its biodiversity for the generations to come.

Kenya is in a unique position to maintain its lead on the African tourism market as more tourists seek authentic, responsible travel. Kenya offers unmatched wildlife tourism in a manner that is both sustainable and respectful. As such, tourists can sustain Kenya’s future as a champion of responsible wildlife tourism by selecting responsible tourism operators and following the recommended guidelines.