Kenya’s tourism industry expects business growth of between 15 and 20 percent year-on-year following its presentation of tourism and hospitality offerings at the World Travel Market (WTM) London in early November 2026.
Kenya Tourism Board Engagement and Recognition at WTM London 2026
Kenya Tourism Board (KTB) CEO June Chepkemei led interactions with international travel partners at the Kenya pavilion during WTM London 2026. Chepkemei received a trophy at the event, presented by Editor-in-Chief George Kipouros, underscoring Kenya’s elevated profile in global tourism circles.
Drivers Behind Tourism Growth
Stakeholders credit the projected growth partially to increased government investment in infrastructure supporting the tourism sector. Renewed destination marketing efforts by KTB during and following WTM London
contributed to heightened international interest, especially from European markets. Lake Nakuru Lodge Marketing Director Joseph Muya noted continuing strong demand from Europe despite concerns linked to a reported Ebola case in Kenya.
Industry Leaders Stress Safety and Marketing Priorities
Kenya Tourism Board CEO June Chepkemei emphasized Kenya’s continued status as a safe and welcoming destination, urging that travel advisories issued by foreign governments be evidence-based and reflect the current conditions. “Kenya remains a safe, welcoming and diverse destination, offering excellent experiences and authentic hospitality to all travellers,” Chepkemei said.
KAHC CEO Mike Macharia reported members are experiencing business growth of 15 to 20 percent, accompanied by a
rise in higher-net-worth visitors who tend to spend more. Macharia attributed progress to infrastructure spending and called for stable funding to sustain international marketing campaigns.
KATO CEO Fred Kaigua expressed confidence in the sector’s outlook, highlighting increasing visitor numbers and international visibility. Kaigua called for proactive communication to counter concerns, stating, “Our task is to respond with facts and figures and reassure travellers that they are in good hands.”
Importance of Balanced Travel Advisories
Joseph Muya urged international stakeholders to adopt balanced travel advisories following the Ebola case report, warning that overly strict advisories could damage tourism confidence. Accurate and regularly updated advisories help travellers
make informed decisions and support sector recovery.
Sustaining Growth Through Partnerships and Engagement
Tourism industry representatives called for strengthened public-private partnerships and continued engagement with international travel partners to convert growing interest into confirmed bookings and increased earnings. Stakeholders agree that consistent destination marketing and collaborations remain essential to maintain momentum generated by WTM London 2026.
