Kenya relies on connectivity to spur tourism business

Africa continues to be Kenya’s largest source market, contributing 975,883 arrivals in 2024, which accounts for 40.8% of all international visitors.

By Steve UMIDHA On May 25, 2025

By Isaac OGANGA

Kenya is relying on her connectivity, improved infrastructure and regional integration to position tourism business in the East Africa Region.

Speaking at the sidelines of the just concluded Pearl of Africa Tourism Expo (POATE) in Uganda, Cabinet Secretary for Tourism and Wildlife Rebecca Miano noted that the expanded air routes and road infrastructure development has given Kenya a major boost in both tourism and trade businesses.

“By enhancing connectivity between Kenya and our East African neighbours through expanded air routes, improved infrastructure, and simplified visa process, we are not only boosting visitor numbers but also enriching the travel experience,” said the CS.

The government, the CS added, is continuously investing in air connectivity and infrastructure that are already paying off, with increased arrivals and growing interest in investment and trade opportunities.

The East African Community (EAC) remains vital, with Uganda leading as the top African source market with 31.7% of African arrivals followed by Tanzania (28.5%), Somalia (11.4%), and Rwanda (9.2%).

“Our next steps involve further developing airports, roads, and railways to reduce travel time and open remote areas to tourists,” explained the CS. “We are also keen on high-speed internet as a primary pillar for marketing destinations and serving digital-savvy travellers.”

Equally critical, Miano added, is the fostering of dynamic partnerships between the public and private sectors to collectively address infrastructure gaps and optimize services such as immigration to ensure a competitive edge in global tourism.

Kenya is seeking to increase the Ugandan visitor numbers by 27% to record about 300,000 arrivals by end of year with POATE providing countries a platform to push for policies that simplify travel, support intra-African tourism, and elevate the global appeal for the East African experience.

Business travel, conferences and visits to friends and relatives account for 77.3% of EAC arrivals with CS Miano pointing to the growing potential to diversify toward more leisure-focused experiences.

Kenya Airways Country Manager representing Uganda, Felix Mwangangi, disclosed that planned joint campaigns between KTB and travel trade would further boost travel interest for Ugandan travelers to Kenya.

He disclosed that the national carrier is looking to grow visitor volumes from the market by 10 percent in the next couple of months with increased promotion, ahead of the annual Magical Kenya Travel Expo (MKTE) that is set to be held in Nairobi this year from 1st to 3rd October.

“We are receiving a lot of inquiries with increasing interest to visit Kenya by the Ugandans in the course of the year. Our current capacity of four flights a week is also a flexible arrangement that can accommodate more trips based on the number of customers we get,” said Mwangangi who pointed out that POATE and MKTE – both happening this year – have strengthened the visibility of the EAC region on the global map.

Kilifi County Chief Officer in charge of Tourism Adrian Baya said the Kenyan coast remains a key favourite spot for Ugandans because of the beach and golf experience, with Kilifi’s Vipingo Ridge Golf Course – the only PGA golf course in Africa – being a major golf sport showcase.

He disclosed that weddings and honeymoons have become experiences pulling Ugandan travellers to the Kenya coast. “Our strategy now is to link our local tour operators with those of Uganda to widen marketing opportunities existing in both countries for the purposes of complementarity,” said Baya.

Kenya was among the more than 260 exhibitors at POATE held at Speke Resort in Munyonyo, which attracted over 70 international buyers, over 5,000 trade visitors and leading industry professionals from across the region and beyond.