Kenya has set its sights on expanding its footprint in the lucrative UK and European tourism markets through its strong participation at the World Travel Market (WTM) London. The Ministry of Tourism and Wildlife, in collaboration with the Kenya Tourism Board (KTB), is leading a high-level delegation of over 30 travel trade professionals to showcase the country’s diverse tourism offering and strengthen ties with key European partners. This strategic engagement underscores Kenya’s growing focus on diversification, connectivity, and year-round appeal beyond the traditional safari experience.
Tourism and Wildlife Cabinet Secretary Rebecca Miano, who is spearheading the Kenyan delegation, emphasized that the UK remains a central pillar of Kenya’s European tourism strategy. The market delivered 180,639 visitors in 2024, making it Kenya’s largest European source market. She highlighted that Kenya’s continued participation at WTM London reflects a commitment to evolving as a multi-dimensional destination, combining nature, culture, adventure, and wellness tourism to appeal to a broader audience of global travelers.
Kenya’s tourism growth strategy aims to attract 2.8 million international visitors by the end of 2025, building on the 2.4 million recorded last year. According to the UK Office for National Statistics (ONS), UK residents made 94.6 million outbound trips in 2024, spending approximately £78.6 billion—signaling vast potential for Kenya to tap into. Europe accounted for 28.1% of Kenya’s international arrivals, with British tourists showing the highest per-capita spending and longer average stays. This aligns with Kenya’s objective to increase both quality and quantity of inbound tourism through tailored experiences and improved access.
Improved air connectivity is central to this ambition. Kenya Airways’ launch of direct flights to London Gatwick earlier this year, in addition to its Heathrow operations, has enhanced convenience and flexibility for travelers while boosting Kenya’s competitiveness against regional destinations. This dual-gateway strategy reflects a deliberate effort to make Kenya more accessible and visible to European travelers seeking authentic, sustainable, and adventure-rich destinations.
At WTM London, the KTB delegation, led by Acting CEO Allan Njoroge, is focusing on forging stronger partnerships with UK tour operators and travel agencies. The team is also promoting Kenya’s emerging tourism themes, including conservation experiences, cultural immersion, and wellness retreats. With nearly 4,150 exhibitors and over 46,000 global attendees, the 2025 edition of WTM London provides Kenya with a prime platform to solidify its position as one of Africa’s most dynamic, sustainable, and globally competitive tourism destinations.
