Kenya Tourism Growth Drives Economic and Employment Gains

Kenya Tourism Sector Benefits from Rising Visitor Demand and Sustainable Development

Kenya continues to strengthen its position as one of Africa’s key tourism markets, supported by growing visitor demand, increasing economic contribution and a strong focus on sustainable tourism development.

According to the latest Economic Impact Research (EIR) released by the World Travel & Tourism Council (WTTC), Travel & Tourism contributed US$12.7 billion to Kenya’s economy in 2025, accounting for 9.3% of the country’s GDP. The sector also supported 1.8 million jobs, representing 8.3% of total national employment.

The findings highlight the growing role of tourism in supporting economic activity, job creation and foreign exchange earnings across the country.

Kenya’s tourism performance is supported by a balanced mix of domestic and international travel demand. In 2025, international visitor spending reached US$5 billion, accounting for 52.4% of total tourism expenditure, while domestic visitor spending stood at US$4.5 billion.

The country welcomed 2.5 million international visitors during the year, an increase of 5.6% compared with 2024, reflecting continued demand for Kenya’s tourism offerings.

The sector also generated a travel and tourism trade surplus, with international visitor spending exceeding outbound travel expenditure by US$3.96 billion. This positive balance contributed to foreign exchange inflows and strengthened the sector’s role within the national economy.

Sustainable Tourism Remains a Key Focus

WTTC’s research highlights Kenya’s progress in sustainable tourism practices. The Travel & Tourism sector sources 19.9% of its energy from low-carbon sources, significantly above both the African and global averages.

This reflects ongoing efforts to integrate sustainability into tourism operations while supporting environmental goals and long-term sector resilience.

During a recent visit to Kenya, WTTC representatives met with tourism stakeholders and government officials, including Rebecca Miano, Cabinet Secretary for Tourism and Wildlife, as well as representatives from the Kenya Tourism Board and the wider tourism industry.

Africa’s Tourism Sector Continues to Expand

Kenya’s growth forms part of a broader trend across Africa, where Travel & Tourism continues to outperform overall economic growth.

According to WTTC, the sector contributed US$228 billion to Africa’s economy in 2025, representing 7% of regional GDP. This figure is expected to increase to US$241 billion in 2026.

Employment supported by Travel & Tourism across Africa reached 30.2 million jobs in 2025 and is projected to rise to 31.5 million jobs in 2026. By 2036, the sector is expected to support 40.9 million jobs across the continent.

International travel demand is also increasing. Africa welcomed 99.2 million international visitors in 2025, a year-on-year increase of 14.1%, while international visitor spending is forecast to reach US$80 billion in 2026.

WTTC identified several areas that will support continued tourism growth across Africa, including improved visa facilitation, stronger air connectivity, infrastructure development, workforce training, tourism product diversification and greater adoption of digital technologies.

Gloria Guevara, President and Chief Executive Officer of WTTC, said Kenya’s performance reflects the opportunities available through sustained tourism development and investment, while highlighting the wider growth potential of Travel & Tourism across Africa.

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