The Kenya Tourism Board (KTB) is targeting to welcome 764,734 European tourists this year, a 12.5% increase from last year due to air connectivity and safety assurances.
The board last year received 680,373 guests but it expects an increase due to plans by Kenya Airways to launch direct flights to London Gatwick from July 2nd, the creation of European business chambers and ongoing efforts to fast-track free trade cooperation with Kenya indicates growth.
According to Alexander Fierley, Deputy Head of Mission and Head of Economic Affairs at the German Embassy, “Kenya’s diversity from its beaches and mountains to its wildlife parks and cultural sites like Lamu makes it a must-visit destination. Above all, the genuine hospitality of its people sets it apart.”
Fierley was speaking at the KTB forum held in conjuction with the State Department of Foreign Affairs, various European missions and tourism stakeholders.
To change outdated perceptions that conflate all of Africa with crisis, we need stronger partnerships between KTB, our embassies and investors who understand European source markets. With better branding and value-for-money offerings, doubling the 87,000 German tourists today is easily within reach.”
In a forum , KTB addressed teething issues hindering growth and explored new avenues for promoting Kenya as a premier destination.
According to the 2024 Tourism Performance Report, Europe remains a cornerstone source market for Kenya, contributing 680,373 arrivals in 2024 with the United Kingdom, Italy and Germany ranking as the top markets. KTB is banking on renewed engagement, enhanced marketing and improved travel facilitation to hit the 12.5 % growth target.
Filippo Amato, First Counsellor and Head of Trade Section at the European Union Delegation to Kenya, urged improved infrastructure and flight links.
“Europe is Kenya’s second-largest source market, yet air connections remain limited, “ Amato stated. “Direct scheduled services from Italy, stronger incentives for refurbishment of older hotels and an invitation to European investors through our newly formed European Chamber of Commerce will all contribute to growth. Simplifying immigration with online ETAs upon arrival will make Kenya more accessible and competitive against destinations like Morocco, Turkey and Thailand,” he added.
Kenyan envoy Dr. Rose Anyona, Deputy Director of the Europe & Commonwealth Directorate at the Ministry of Foreign Affairs and Diaspora Affairs, said the country is committed to facilitating trade and investment and providing duty-free access to these markets.
“The insights, networks and partnership of foreign missions are fundamental as we pursue aggressive expansion to positioning Kenya as Africa’s leading tourism brand. This engagement follows our recent successful outreach to Asian and Middle Eastern markets, demonstrating our comprehensive approach to global tourism promotion,” said KTB CEO June Chepkemei.
