Kenya’s tourism industry projects business growth of between 15 and 20 percent year-on-year following the World Travel Market (WTM) London 2026 held in early November 2026. The Kenya Tourism Board (KTB) showcased Kenya’s tourism experiences and hospitality offerings to international travel partners during the event.
KTB CEO Emphasizes Evidence-Based Travel Advisories
Kenya Tourism Board CEO June Chepkemei said Kenya remains a safe, welcoming and diverse destination offering excellent experiences and authentic hospitality to all travellers. She urged foreign governments to ensure travel advisories are evidence-based and reflect prevailing conditions to maintain international traveller confidence. Chepkemei actively engaged with stakeholders at the Kenya pavilion during WTM London
2026, reinforcing Kenya’s tourism outlook.
Industry Leaders Report Growth and Outlook
Mike Macharia, CEO of the Kenya Association of Hotelkeepers and Caterers (KAHC), reported members are recording business growth of between 15 and 20 percent year-on-year, alongside an increase in higher-net-worth visitors likely to spend more. He attributed the growth partly to government investment in infrastructure but called for predictable, sustained funding for KTB’s international marketing campaigns to maintain momentum.
Fred Kaigua, CEO of the Kenya Association of Tour Operators (KATO), expressed optimism about rising visitor numbers and Kenya’s enhanced global visibility. He said, “Our task is to respond with facts and figures and reassure travellers
that they are in good hands.” Kaigua also noted election periods should not necessarily affect tourism activity and emphasized continued engagement with travel agents, consumers, and international media.
Concerns Over Travel Advisories After Ebola Case
Following a reported Ebola case in Kenya, Joseph Muya, Marketing Director at Lake Nakuru Lodge, cautioned against unnecessarily harsh travel advisories that could deter travellers. Muya stated that travel agents engaging with Kenya had not raised significant concerns about the Ebola case. He noted that the European market continues to show sustained interest and strong booking prospects.
Calls for Sustained Destination Marketing and Partnerships
Tourism stakeholders stress the importance of continued investment in destination marketing, stronger public-private partnerships, and
ongoing engagement with international travel partners to turn growing international interest into bookings, increased visitor arrivals, and higher tourism earnings. These efforts are vital to supporting Kenya’s expected 15 to 20 percent annual tourism business growth.
Importance of Accurate Travel Advisories
Accurate, evidence-based, and regularly updated travel advisories help travellers make informed decisions and maintain confidence in Kenya as a safe destination. This approach supports the positive trends in visitor numbers and tourism revenue following WTM London 2026 and government infrastructure investments.
