Kenya Targets 12.4 Percent Growth in European Tourist Arrivals Through Renewed Diplomatic and Marketing Efforts
Nairobi, The Gulf Observer: The Kenya Tourism Board (KTB) has launched an ambitious campaign aimed at boosting European tourist arrivals by at least 12.4% this year, banking on enhanced air connectivity, safety assurances, and strengthened diplomatic partnerships to achieve its target.
According to KTB, the goal is to surpass 765,000 European arrivals in 2025, up from the 680,373 visitors recorded in 2024. The announcement came during a high-level forum in Nairobi, organized jointly by KTB and the State Department of Foreign Affairs, which brought together diplomats from various European missions and key tourism stakeholders.
Strategic Focus: Connectivity and Perception Shift
KTB officials highlighted direct flight routes and improved safety narratives as central to the strategy, with notable developments such as Kenya Airways’ upcoming direct flights to London Gatwick starting July 2 expected to significantly boost European traveler numbers.
Deputy Head of Mission and Head of Economic Affairs at the German Embassy, Alexander Fierley, praised Kenya’s appeal as a multifaceted destination.
“Kenya’s rich diversity — from beaches and wildlife to cultural heritage sites like Lamu — makes it a must-visit destination. Above all, the warmth of its people sets it apart. Changing outdated perceptions requires deeper cooperation between KTB, embassies, and investors familiar with European source markets,” he said.
Fierley added that doubling Germany’s 2024 tourist figure of 87,556 is achievable with improved branding and value-driven tourism products.
Europe: A Cornerstone Market
Despite the United States leading in international arrivals to Kenya with 306,501 visitors in 2024, Europe remains a cornerstone market, contributing nearly 28% of the total 2,394,376 international arrivals, according to data from the Tourism Research Institute (TRI).
Top European source countries included:
- United Kingdom – 180,639 arrivals
- Italy – 91,842 arrivals
- Germany – 87,556 arrivals
KTB is now capitalizing on renewed engagement with European partners, along with enhanced marketing efforts and travel facilitation improvements, to further penetrate the market.
Diplomatic Coordination and Policy Reforms
Rose Anyona, Deputy Director at the Europe and Commonwealth Directorate, reiterated Kenya’s commitment to fostering trade, investment, and tourism underpinned by new frameworks like the Economic Partnership Agreement with the EU and UK, providing duty-free access and promoting tourism-related ventures.
KTB CEO June Chepkemei emphasized the pivotal role of diplomatic missions in shaping Kenya’s global tourism image and attracting foreign investment.
However, concerns were raised over regulatory issues, particularly Kenya’s recent rejection of a license application by Europe’s largest tour operator TUI. KTB acknowledged the issue and assured that corrective measures are underway to maintain investor confidence.
