2,394,376 international tourists visited the country in 2024, a 14.6 percent increase compared to 2,089,259 that visited the country in 2023.
This is according to the Annual Tourism Sector Performance Report released by the Ministry of Tourism in Mombasa on Wednesday.
According to the report, Kenya had a total of 7,568,342 tourists in 2024, 2.4 million being international tourists and 5,173,342 being domestic tourists.
The 2024 inbound tourism earnings rose to sh.452.2 billion, a 19.79 percent growth compared to 2023.
“These figures reaffirm our ambitious goal of five million international visitors and 10 million domestic tourists by 2027,” said Tourism Cabinet Secretary Rebecca Miano.
The United States remained the largest source market at 12.8% of total arrivals followed by Uganda at 9.42% and Tanzania at 8.49%. The United Kingdom, India, Italy, Germany, and China reclaimed their space as leading source markets to our destination. Meanwhile, overall, East Africa and other African countries have marked impressive growth, especially in the business and conference segments.
“I am pleased to note the emergence of source markets that have not hitherto been our best. In the ranking of the fastest-growing source markets are new entrants that include the Czech Republic, Poland, South Korea, Brazil, Portugal, Japan, Australia, Canada, Denmark, Turkey, Belgium and Sweden. This is a clear indication that our efforts in diversifying product offerings and expanding source markets are bearing fruit,” said Tourism Cabinet Secretary Rebecca Miano.
Bednights also increased from 8.6 million in 2023 to around 10 million in 2024, reflecting a positive trend in tourism accommodation and extended stays.
“We aim to ultimately increase arrival numbers while encouraging longer stays and higher per capita spend,” said Miano.
“The introduction of new experiences, such as cultural tourism, sports tourism, and adventure tourism has continued to attract a wider range of travellers resulting, thankfully, in stamping Kenya’s reputation as a sustainable tourism destination,” she added.
The CS called upon private sector players to accelerate the adoption of digital platforms for optimized visitor experiences saying online booking systems and virtual tours simplify trip planning while encouraging increased visits.
She added that the promotion of green certifications and carbon-neutral accommodation will also be vital for increased competitiveness.
In our efforts to ensure that we cement our position as a leader in sustainable tourism, we made commitments at the United Nations Framework Convention on Climate Change. We committed to a 100% conversion of our tourist transportation to renewable energy by 2030 among a raft of other crucial deliverables.
The Tourism Research Institute (TRI) projects international tourist numbers to hit three million in 2025.
“If we consolidate our efforts and synergize effectively, Kenya is projected to receive 3 million tourists and generate sh.560 billion in earnings in 2025 while targeting 5 million arrivals by 2027,” said TRI Acting CEO David Gitonga.
Meanwhile, the report showed that 8.5 percent of the international tourists arrived in the country through Moi International Airport in Mombasa, with Jomo Kenyatta International Airport accounting for 68 percent of the arrivals.
“These reports provide invaluable insights that will help shape the future of our tourism industry, ensuring its continued growth and long-term sustainability. The Tourism Sector Performance Report provides a comprehensive assessment of our industry’s trajectory, allowing us to track growth patterns, identify emerging opportunities, and address challenges,” said Mombasa Tourism CEC Mohamed Osman while delivering the governor’s speech.
“Mombasa has been at the heart of Kenya’s tourism success, and we continue to witness positive trends, thanks to investments in infrastructure, marketing, and diversification of tourism offerings. Cultural heritage tourism, ecotourism, and Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism are all contributing to a more resilient sector,” he added.
The CEC said the county was implementing key sustainability initiatives to safeguard its tourism assets from the effects of climate change.
The initiatives include promoting eco-tourism to encourage responsible travel while protecting our marine and terrestrial ecosystems, collaborating with hotels, tour operators, and investors to
implement green energy solutions, sustainable waste management, and water conservation, among others.