Kenya’s Tourism Rebounds to Pre-Pandemic Levels

Kenya welcomed 2.1 million international visitors in 2023, matching 2019 levels, as global travel fully recovered. Tourism revenue hit Ksh230 billion, driven by safari tourism, coastal resorts, and business conferences. The US, UK, and India remained top source markets. The Kenya Tourism Board credited aggressive marketing, eased visa rules, and direct flights from Istanbul and Doha. Eco-tourism and cultural experiences gained popularity, boosting community conservancies. However, high park entry fees and infrastructure gaps in Maasai Mara and Amboseli threaten competitiveness against Tanzania and Rwanda. The sector employs 1.2 million people directly. With the Magical Kenya brand refreshed, officials target 3 million visitors by 2027 under the BETA agenda.