Despite recent global health concerns and legislative adjustments, visitor interest in Kenya remains robust, driven by a strong desire to experience its world-renowned attractions.

The African Travel and Tourism Association shared optimistic insights into Kenya’s tourism sector on Wednesday amid recent ‘isolated’ reports of Ebola.

ATTA chief executive officer Virginia Messina spoke to the Star at the Norfolk Hotel in Nairobi, reassuring travellers.

“I think it’s important to not overreact and try to put things into context,” she said.

Messina said travel data highlights an underlying enthusiasm for Kenya among international holidaymakers, with interest continuing to rise steadily across global markets.

“The desire to travel to Kenya is still really strong. There’s been a 9 per cent year-on-year increase in bookings, but when you look at searches — people who want to travel — it’s actually a 25 per cent increase this summer versus the year before,” she said.

In addition to rising consumer interest, Kenya’s tourism outlook is further buoyed by positive developments in sports and international connectivity.

The securing of major global events, such as the World Athletics Championships coming to Nairobi in 2029 following a highly competitive bidding process, reflects the growing profile of the destination, she said.

“And equally, we see a lot of push in terms of increasing connectivity, which is essential for the destinations,” Messina added.

PUTTING EBOLA IN CONTEXT

Discussing health concerns following Kenya’s reported case of Ebola on October 6[a relative has since been confirmed as a second case], Messina emphasised that East Africa has extensive historical experience and established containment protocols for managing such health events.

Distinguishing the situation from broader regional outbreaks is crucial, particularly when considering the vast geographical distance between eastern Democratic Republic of Congo and Kenya.

“To go from DRC, or Ituri Province, where this is happening, to Kenya, is a long distance. We know Africa has loads of different countries, it’s a big continent, it’s not one country,” she explained.

Furthermore, medical context plays an essential role in reassuring travellers about safety protocols. Unlike airborne respiratory illnesses, this specific viral strain requires direct contact with bodily fluids to spread, making containment significantly more straightforward for health authorities.

“This particular strain of the virus is not airborne. So we can’t immediately think that this is going to expand like Covid did, for example,” Messina said.

While some market sensitivity and strict travel advisories in places such as the United States and Canada led to cancellations due to return quarantine requirements, other key source markets maintained proportionate guidelines. The United Kingdom, for instance, issued localised alerts without restricting travel, avoiding unnecessary disruptions to incoming holidaymakers.

In her reassuring message to potential visitors, Messina reiterated that Kenya remains a welcoming and safe destination with diverse, year-round attractions spanning wildlife, scenic mountain ranges and vibrant cultural heritage.

“Kenya is a great destination. It’s totally safe. It has a lot to offer throughout the year, so not just during peak season. A lot of wildlife, of mountains, a bit of everything,” she affirmed.

CLEAR RULES BUILD TRUST

Addressing the recent imposition of a mandatory health insurance policy for international visitors by the Kenyan government, Messina explained that ATTA is well aware of the rule and the discussions surrounding it.

The main hurdle for the travel industry has been with the suddenness of its imposition.

“I don’t think the regulation per se is the challenge. I think the challenge is more the very quick implementation of it, and perhaps a lack of clarity and communication,” she said.

Many incoming tourists already travel with international health coverage recommended by tour operators, leading to confusion when required to pay for a secondary local policy.

ATTA has engaged in constructive discussions with local authorities, who noted that local cover helps mitigate potential challenges associated with international insurance policies during emergencies.

“So I think the recommendation there is to communicate better,” Messina saud.

With more than 600 members operating in Kenya alongside numerous buyers, tour operators and travel agents across key source markets, ATTA is keen to support industry engagement.

Essential details, such as clarifying that the insurance policy is not retroactive for travellers who had already booked their Electronic Travel Authority (ETA), need to be broadly publicised to prevent unnecessary concern for incoming travel groups.

“So I think the more we can try to give notice to the industry and also clarity is really going to help us,” Messina stressed.

Transparency regarding how these funds support destination management is equally essential, given that tourism is a heavily taxed sector and conservation efforts require substantial resources.

Kenya faces ongoing expenses to protect its delicate ecosystem and maintain its national parks, an effort that international visitors are generally happy to support when communicated openly.

“And I don't think that a tourist would retract or think about not contributing, if we are very clear about, all of this is going to improve the destinations, to preserve the wildlife,” she said.

ENHANCING VISITOR JOURNEY

Looking at the broader travel experience, Messina emphasised the importance of evaluating a destination’s appeal from start to finish. Perceptions are shaped from the moment visitors arrive at the airport, making investments in entry infrastructure, streamlined arrivals and quality road networks essential to modern tourism.

“Tourists don’t just get to the Maasai Mara and get to experience that. The perception that we give about the destination really starts at the airport,” she said.

While iconic natural landmarks like the Maasai Mara remain central to Kenya’s global appeal, managing visitor density is vital for sustainability. Dispersing tourist traffic to lesser-known reserves, private sanctuaries and attractions across Nairobi ensures a balanced flow that protects popular parks from overcrowding, while enriching the visitor journey.

“Kenya has a lot of national parks, and a lot that are not talked about, not just Amboseli; you know, all the private reserves and all the premium parks and even across Nairobi, I think it’s important to promote some of the other attractions to try to disperse some of those flows,” Messina concluded.

Tom Jalio is the features editor of the Star and producer of the Jalio Tales YouTube channel