Kenya helps drive Africa’s tourism boom with strong focus on sustainability

International

WTTC highlights Kenya as one of the continent’s most important tourism growth markets

Kenya is strengthening its position as one of Africa’s leading tourism destinations, while also emerging as a global example of sustainable tourism development. New research from the World Travel & Tourism Council (WTTC) shows that the country continues to play a key role in Africa’s rapidly expanding tourism economy, which is expected to be among the fastest-growing in the world in 2026.

According to WTTC’s latest Economic Impact Research, Travel & Tourism contributed US$12.7 billion to Kenya’s economy in 2025, accounting for 9.3 per cent of national GDP. The sector also supported 1.8 million jobs, equivalent to 8.3 per cent of total employment.

The figures underline tourism’s growing importance not only as a source of revenue but also as a driver of economic opportunity and inclusive growth.

Balanced demand supports continued growth

Kenya’s tourism performance is supported by a healthy balance between domestic and international demand. International visitor spending reached US$5 billion in 2025, representing 52.4 per cent of total tourism expenditure and slightly exceeding domestic visitor spending of US$4.5 billion.

The country welcomed 2.5 million international visitors during the year, an increase of 5.6 per cent compared with 2024, reinforcing its role as one of Africa’s key tourism gateways.

The sector also generated a substantial tourism trade surplus. International visitor spending exceeded outbound travel expenditure by US$3.96 billion, providing a significant inflow of foreign currency and strengthening the country’s economic resilience.

Sustainability becomes a competitive advantage

WTTC’s research highlights Kenya’s strong performance in sustainable tourism development. Nearly 20 per cent of the energy used by the Travel & Tourism sector comes from low-carbon sources, significantly above both the global average of 5.9 per cent and the African average of 2.9 per cent.

This places Kenya among the world’s leading tourism destinations in advancing the transition towards cleaner energy and more sustainable tourism operations.

The country’s combination of natural attractions, tourism infrastructure and commitment to sustainability has also strengthened its partnership with WTTC. During a recent visit to Kenya, WTTC representatives held meetings with government officials and tourism stakeholders, including Tourism and Wildlife Minister Rebecca Miano and the Kenya Tourism Board.

Africa emerges as one of the world’s fastest-growing tourism regions

Kenya’s success reflects a broader trend across the continent. According to WTTC, Travel & Tourism contributed US$228 billion to Africa’s economy in 2025, representing seven per cent of regional GDP.

The sector expanded by five per cent, outperforming both Africa’s wider economy, which grew by 3.5 per cent, and the global tourism average growth rate of 4.1 per cent.

Growth is expected to accelerate further in 2026, with tourism forecast to contribute US$241 billion to the continent’s economy and expand by 5.4 per cent. Together with Asia-Pacific, Africa is expected to rank among the fastest-growing tourism regions worldwide.

Employment trends are equally encouraging. Travel & Tourism supported 30.2 million jobs across Africa in 2025 and is forecast to reach 31.5 million jobs this year. By 2036, the sector is expected to support 40.9 million jobs, creating an additional 9.4 million positions over the next decade.

International demand gathers pace

While domestic travel continues to account for around 61 per cent of tourism spending across Africa, international demand is growing rapidly.

International visitor spending is projected to increase by 6.8 per cent in 2026 to reach US$80 billion. In 2025, Africa welcomed 99.2 million international visitors, representing year-on-year growth of 14.1 per cent and highlighting the continent’s strong recovery momentum.

According to WTTC, continued progress in areas such as visa facilitation, aviation connectivity, digital travel solutions, infrastructure development, workforce training and tourism product diversification will be essential to unlocking the full potential of Africa’s tourism sector.

“Africa is now one of the fastest-growing tourism regions globally, and Kenya is helping lead that momentum,” said Gloria Guevara, President and CEO of WTTC.

“With a strong economic contribution, a balanced demand model and clear leadership in sustainable tourism, Kenya demonstrates what long-term Travel & Tourism success can look like.”