Kenya leveraging improved air connectivity and expanded European routes to boost tourism numbers

Kenya's participation at the ITB expo is part of a strong marketing effort that aims to increase the country’s appeal worldwide as it aims to attract 5.5 million international arrivals by 2027/2028.

By Correspondent On Feb 27, 2026

Kenya is using better air connections and more European routes to speed up arrivals from Europe, a market that accounts for 28% of the country’s total international visitors.

In a bid to build on this momentum, the Ministry of Tourism and Wildlife, through the Kenya Tourism Board, will lead a delegation of over 30 travel trade partners to ITB Berlin from March 3 to 5.

Speaking ahead of the participation, Tourism and Wildlife Cabinet Secretary Rebecca Miano said the coordinated market charm offensive would harness the global reach of the world’s leading travel trade exhibition to position Kenya’s enhanced air access, diverse experiences, and competitive offerings before Germany’s lucrative travel market and the wider European audience.

The 2026 edition will be significant as the expo marks 60 years of operation under the theme “Discover the stories behind 60 years of legacy” with a focus on sustainability, AI, and industry resilience.

“Kenya has always maintained a strategic presence at ITB Berlin, which presents tremendous propositions for positioning the country as Africa’s premier destination.

The German market is significant for us given their demand for Kenya’s year-round multi-dimensional experiences. We shall look to engage with key decision makers and unlock more opportunities for sustainable growth,” Miano stated.

Acknowledging the significance of the expo’s 60-year milestone, Miano said that the industry has evolved considerably, especially with advancements towards a more digitized approach in the tourism sector, as well as enhanced focus on sustainable and resilient tourism practices.

“Our recent hosting of the Fourth Global Tourism Resilience Day, Conference and Expo positioned Kenya as a continental leader in tourism innovation and crisis management. At ITB Berlin, we will demonstrate how these capabilities translate into exceptional visitor experiences, supported by cutting-edge technology and sustainable tourism practices that German travellers increasingly demand,” the CS remarked.

ITB Berlin has proven instrumental for Kenya’s European market penetration given its strategic positioning as Europe’s premier tourism marketplace.

The German market alone contributed over 87,000 visitors to Kenya in 2024 whereas Europe contributed 680,373 arrivals in the same year, representing 28.1% of the country’s total international visitors.

Kenya Tourism Board CEO June Chepkemei on her part, while emphasizing on the strategic importance of the German market as growing interest in Kenya’s tourism, disclosed that the expo is expected to record over 500 business leads during business meetings.

“Our ITB Berlin strategy will focus on building sustainable partnerships that deliver mutual value. German travellers bring high per-capita spending, longer stay durations, and strong interest in experiential tourism which is exactly what Kenya offers through our wildlife conservancies, cultural experiences, and adventure tourism products,” Chepkemei said.

Last year’s ITB saw the successful launch of the regional “Visit East Africa: Feel the Vibe” campaign, a collaborative initiative positioning the East African Community as a single, diversified travel destination.

To complement the initiative, Kenya will launch a marketing campaign designed to amplify its presence across international markets.

The campaign dubbed “Magical Kenya – The Origin of Wonder” seeks to reposition Kenya as the ultimate home of humankind, inviting travellers to reconnect through immersive, high-value experiences that go beyond the traditional safari.

The expo is expected to draw more than 5,800 exhibitors from over 170 countries, with upwards of 100,000 trade visitors in attendance.