Kenya's Tourism Sector Earns Ksh500 Billion as Arrivals Reach 7.9 Million in 2025
Kenya recorded approximately 7.9 million tourists in 2025 - comprising 2.7 million international visitors and 5.2 million domestic travellers - generating around Ksh500 billion in revenue, according to the 2025 Tourism Sector Performance Report released by Tourism Cabinet Secretary Rebecca Miano. International arrivals grew by 9 per cent from 2.47 million in 2024, more than doubling the global growth rate of 4 per cent. Africa remained the leading source of international visitors at 47 per cent, followed by Europe at 25 per cent and the Americas at 14 per cent, with the United States retaining its position as Kenya's top source market. Leisure travel accounted for 46 per cent of arrivals, with social visits at 20 per cent and business travel at 19 per cent.
The strong performance has been attributed to improved destination marketing under the Magical Kenya brand, enhanced tourism products, and recovery in key source markets. Domestic travel continued to provide resilience against external shocks and seasonal fluctuations. CS Miano highlighted ongoing government investment in infrastructure, sustainability, security, and skills development as key pillars of continued growth, alongside improvements in connectivity and the Electronic Travel Authorisation system. Emerging interest from India and China was also noted as a positive signal for Kenya's source market diversification.
Source: The Star
