Kenya undisputed regional leader in tourism arrivals

Kenya has established itself as the undisputed leader in tourist arrivals within East Africa, with a magnet for travelers seeking unforgettable experiences in Africa.

With 1.95 million visitors in 2023, highest in the region, we seek to understand what it does right that other East African community member states can leverage to boost their tourism sectors.

The tourism sector in East Africa has bounced back significantly since the pandemic. Kenya, Rwanda, and Tanzania and Uganda are leading this growth through infrastructure improvements, and diversified tourism offerings such as cultural, sport, and agro-tourism.

However, one giant, Kenya, has attracted global attention with iconic destinations such as the Maasai Mara National Reserve, Amboseli National Park and coastline along the Indian Ocean that offers a captivating blend of world class safari adventures and coastal excitement.

In 2023 Kenya received 1.95 million visitors, most coming the US, Uganda and Tanzania with earnings from the sector at $2.7 billion.

Tanzania received 1.8 million visitors most coming from the US, France and Germany with earnings from the sector at $ 3.37 billion.

Uganda received 1.27 million visitors most coming from the US, Europe, Rwanda, Kenya and China with earnings from the sector at $1 billion

Rwanda received 1.2 million visitors most coming from DR Congo, Burundi, Uganda and the US with earnings from the sector as $620 million.

Kenya's Maasai Mara national reserve, has the annual Great Migration, where millions of wildebeest, zebras, and other animals move between the Maasai Mara and Tanzania's Serengeti, and it is a major attraction for wildlife enthusiasts.

But beyond Kenya's eye catching natural resources are other reasons for her leading position in tourist arrivals in East Africa.

In the 2024/2025 budget, Kenya allocated KShs23.7 billion specifically for tourism sector marketing and recovery efforts, much higher than Uganda's sector allocation of Shs289.6 billion.

"Our neighbours like Kenya, Tanzania and Rwanda have better brand equity for the tourism products are spending ten times, twenty times more than we spend and this is happening when we have got African cup of Nations (AFCON) is coming here, they invest alot, we can't compete with them," Ron Kawamara, vice chairman of Uganda Tourism Board, said.

Kenya’s capital Nairobi is a major hub for international flights, making it easily accessible to tourists from around the world.

Amos Wekesa, CEO of Great Lakes Safari, says Kenya has business flights on a daily basis.

Kenya has a well-developed tourism infrastructure, with aerodromes on waterbodies, efficient transport networks, luxury lodges and professional tour operators making it easier for tourists to plan and enjoy their visits.

Wekesa asserts that when it comes to marketing and Promotion Kenyan government and private sector have actively promoted the country as a prime tourist destination through international marketing campaigns, participation in global tourism fairs, and strategic partnerships.

He says until leaders take tourism as serious business for economic growth, even with our diverse natural beauty, competing as the top regional tourist destination will remain a dream.

The East African Community is working to market the region as a single tourist destination, which includes implementing a Single Tourism Visa and developing thematic tourism packages that encourage multi-destination travel within the region.

With annual tourist arrivals expected to double from seven million to over 14 million by 2025.