Kenya’s tourism sector recorded robust growth in 2025, generating approximately Sh500 billion in earnings and reinforcing its role as a key pillar of economic growth.

The country welcomed an estimated 7.9 million tourists, including 2.7 million international visitors and 5.2 million domestic travellers.

“The strength of domestic tourism continues to provide a vital stabilising anchor for the sector,” Tourism and Wildlife Cabinet Secretary Rebecca Miano said.

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International arrivals rose from about 2.47 million in 2024 to 2.7 million in 2025, a growth of roughly nine per cent, more than double the global average of four per cent.

“This above-average performance underscores growing international confidence in Kenya as a preferred travel destination,” CS Miano said.

Africa remained the leading source region, contributing 47 per cent of international arrivals, followed by Europe at 25 per cent and the Americas at 14 per cent.

The United States, Uganda, Tanzania, and the United Kingdom led individual source markets, with emerging markets such as India and China showing notable growth.

Leisure travel dominated with 46 per cent of total arrivals, social visits accounted for 20 per cent, and business travel 19 per cent, demonstrating a well-balanced and resilient travel portfolio.

CS Miano emphasised government support for the sector.

“The government is committed to further enhancing tourism competitiveness through promotion and marketing, positioning Magical Kenya as the ‘Origin of Wonder’.”

She highlighted investments in infrastructure, innovation, sustainability, security, conservation and skills development as key to sustaining growth.

Key drivers of the sector’s success included improved air and road connectivity, diversified tourism experiences, supportive policies, enhanced visa openness and the Electronic Travel Authorisation (ETA) system, which streamlined travel processes and improved visitor experience.

CS Miano acknowledged the contributions of leadership and the public.

“We profoundly appreciate His Excellency President William Ruto for his steadfast leadership and policy support.”

She also praised Kenyans and international visitors.

“We commend Kenyans for their warmth, entrepreneurship, and pride in delivering world-renowned hospitality, as well as international visitors for choosing Magical Kenya.”

On the global scale, international tourism continued its recovery trajectory, with an estimated 1.52 billion arrivals recorded in 2025 despite ongoing challenges including geopolitical tensions, climate change impacts and labour shortages.

Africa emerged as the fastest-growing tourism region at eight per cent, positioning Magical Kenya to capitalise on continental momentum and strengthen its leadership as a premier destination for wildlife, culture, adventure, meetings and wellness tourism.

With tourism demonstrating resilience amid global challenges such as geopolitical tensions and climate change impacts, Miano said Kenya remains committed to building on this momentum and ensuring tourism continues to drive jobs, investment, and inclusive growth nationwide.