The Kenya Tourism Board (KTB) has set its sights on a 12.5% growth in tourist arrivals from Europe in 2025, aiming to attract at least 764,734 visitors, up from 680,373 last year. This ambition is anchored on improved air connectivity, robust international engagements, and renewed efforts to enhance the country’s global brand appeal.
According to KTB CEO June Chepkemei, the board is intensifying collaboration with European missions and tourism stakeholders to position Kenya as Africa’s leading travel destination. “The insights, networks, and partnerships of foreign missions are fundamental as we pursue aggressive expansion. This engagement builds on our recent successes in Asia and the Middle East,” she said.
The strategic initiative, undertaken in partnership with the State Department for Foreign Affairs, is focused on addressing long-standing barriers in the European market, including limited direct flights and lingering safety concerns.
Europe remains Kenya’s second-largest source market, with the United Kingdom, Italy, and Germany leading in arrivals. Upcoming direct flights by Kenya Airways to London Gatwick are expected to bolster connectivity. Filippo Amato, First Counsellor at the EU Delegation to Kenya, noted that simplifying visa processes through electronic travel authorizations and inviting more European investment via the new European Chamber of Commerce would further enhance the sector’s competitiveness.
German Deputy Head of Mission Alexander Fierley emphasized the need to modernize perceptions of Kenya. “With better branding and value-for-money offerings, we can easily double the number of German tourists. Kenya’s unique blend of wildlife, coastline, and culture makes it a must-visit destination,” he said.
KTB is also seeking to navigate recent regulatory setbacks, such as the government’s rejection of a licence application by European travel giant TUI, by promoting policy shifts to encourage more European carriers and investors.
With renewed marketing, strategic partnerships, and infrastructural improvements, KTB is confident of meeting its growth target and reaffirming Kenya’s position as a premier global tourism hub.
Written By Rodney Mbua
