“It is good news that international arrivals are increasing but Kenya should be aiming much higher,” he said. “Going from 2.5 million to 2.7 million is growth, yes, but for a destination of Kenya’s stature, that is still timid.”
Kenya’s tourism sector posted strong growth in 2025, signalling not only a full post-pandemic recovery but a sector entering a new expansion phase. However, industry stakeholders warn that structural challenges could limit future gains if they are not addressed.
According to the Kenya Tourism Sector Performance Report 2025, released by the Ministry of Tourism and Wildlife, the country welcomed 7.9 million visitors last year, comprising 2.7 million international arrivals and 5.2 million domestic travellers, while tourism earnings climbed to KSh500 billion (US$3.9 billion), up from KSh452.2 billion (US$3.5 billion) in 2024.