Kenya’s Tourism Soars with 48% Increase in Visitor Arrivals – Discover Why the World is Flocking to in 2025!

Published on December 4, 2025

Kenya has witnessed a significant 48.1 percent rise in visitor arrivals through its airports and border points this year, driven by the introduction of a visa-free entry scheme that was launched in early 2025. This surge in visitor numbers highlights the country’s increasing appeal as a tourism destination and the positive impact of government initiatives aimed at boosting the sector.

Growth in Visitor Numbers

According to the Kenya National Bureau of Statistics (KNBS), the country welcomed 1.8 million visitors in the first nine months of the year, a substantial increase from 1.27 million during the same period in 2024. This remarkable growth signals a resurgence in Kenya’s tourism sector, largely attributed to the changes in the visa policy and improved travel connectivity. The rise in arrivals has been particularly noticeable at major entry points such as Jomo Kenyatta International Airport and Moi International Airport, marking a clear trend toward more international tourists visiting Kenya.

The government’s move to lift visa requirements for all travellers has had a direct and favorable impact on tourism numbers. Officials have emphasized that this decision was designed to expand the tourism sector and increase the country’s foreign earnings, which play a crucial role in Kenya’s economy. As a result of the visa-free entry policy, the number of visitors has surged, showcasing the country’s growing appeal as a destination for travelers from all corners of the globe.

Increased Flight Connectivity Drives Tourism

Alongside the lifting of visa restrictions, Kenya’s aviation sector has also seen significant developments that have helped fuel the rise in tourism. Several international airlines have increased the frequency of their flights into Nairobi and Mombasa, making it easier for global travelers to access the country. Notable airline developments include Kenya Airways and Etihad Airways introducing new routes to key international destinations. Furthermore, Air France made adjustments to its operations by deploying a larger aircraft on its Paris-Nairobi route, further enhancing connectivity between Kenya and Europe.

These changes in flight connectivity have contributed to Kenya becoming a more accessible destination, not only for tourists but also for business travelers. The ability to connect with Kenya via more frequent flights and a wider range of airlines has certainly played a pivotal role in the rise in visitor arrivals.

The Launch of the Electronic Travel Authorisation System

In 2024, the Kenyan government introduced the electronic travel authorisation (eTA) system as part of its transition to a visa-free entry policy. This system was designed to streamline the entry process for travelers and enhance the overall visitor experience. However, the eTA system faced some criticism, particularly from repeat visitors from non-African countries, who cited its fees and the short validity period as drawbacks. After some pushback, the government ultimately decided to scrap the permit, focusing on further improving the visitor experience without additional administrative burdens.

Despite these challenges, the government’s overarching goal of increasing visitor traffic and subsequently boosting tourism revenue remains firmly in place. The growth in international arrivals is a clear indication that these efforts are beginning to pay off, with tourism earnings expected to increase significantly.

Strong Economic Impact and Growing Tourism Revenue

Tourism continues to be one of the most significant sources of revenue for Kenya, with the country recording tourism earnings of Sh352.54 billion in 2024. This represents a major boost for Kenya’s economy, as the tourism sector not only creates jobs but also supports local businesses and infrastructure development. Visitor numbers for 2024 surpassed 2 million, marking an increase from 1.54 million in 2023, with expectations of further growth in the coming years.

The positive growth trajectory has also translated into longer stays for visitors. The average stay has increased from 11.9 days in 2023 to 12.1 days in 2024, indicating that tourists are spending more time exploring Kenya’s many attractions, from its national parks and wildlife safaris to its beautiful beaches and cultural sites. As visitors continue to stay longer, the economic impact of tourism will be felt across various sectors, contributing to overall growth.

However, there are some concerns about potential disruptions to tourism flows. A survey conducted by the Central Bank of Kenya (CBK) in November 2024 indicated that anti-government protests in the first half of the year may have impacted travel patterns. Despite these challenges, the overall outlook for Kenya’s tourism sector remains positive, with industry leaders confident that the sector can continue to thrive even in the face of external risks.

Kenya’s Growing Global Image

Kenya’s international profile received a significant boost recently when it was named the world’s friendliest country in Condé Nast Traveller’s 2025 rankings. The magazine, which relies on reader submissions for its annual list, placed Kenya ahead of other popular travel destinations such as Thailand, Mexico, and Mauritius, earning a score of 98.46. This recognition highlights the country’s warm and welcoming atmosphere, which has become a key factor in attracting travelers from around the world.

Much of Kenya’s appeal is attributed to its world-renowned safari experiences, where travelers can immerse themselves in nature while encountering some of the planet’s most iconic wildlife. The publication also noted the country’s vibrant nightlife and idyllic coastlines, both of which contribute to Kenya’s multifaceted tourism offerings.

Continued Growth and Investment in the Tourism Sector

The positive results in Kenya’s tourism sector are not just coincidental; they are the product of a deliberate strategy that focuses on diversifying the country’s tourism products and improving infrastructure. According to the KNBS Economic Survey 2025, these efforts, alongside better connectivity and targeted investments, have contributed significantly to the steady growth of tourism in Kenya.

June Chepkemei, CEO of the Kenya Tourism Board, praised the collective efforts of government agencies and industry stakeholders, stating that the country’s positive tourism outcomes reflect the effectiveness of collaboration and strategic planning. Chepkemei emphasized the importance of diversifying tourism offerings, improving the visitor experience, and enhancing the country’s connectivity as key drivers of growth.

One area of particular success has been the growth in Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, which has seen notable expansion. This sector, which includes business and corporate travel, has become an increasingly important part of Kenya’s tourism mix, contributing to the overall growth of visitor numbers and tourism revenue.

Looking Ahead: Future Prospects for Kenya’s Tourism Industry

As Kenya continues to attract increasing numbers of international visitors, its tourism sector is expected to play an even greater role in the country’s economy. The combination of visa-free entry, improved air connectivity, and a focus on high-quality tourism experiences makes Kenya a top destination for travelers seeking both adventure and relaxation. With ongoing efforts to develop and diversify tourism products, the future of Kenya’s tourism industry looks brighter than ever.