Kenya Targets 16.8% Rise in UK Tourist Arrivals at WTM London
Kenya is targeting 199,645 tourist arrivals from the United Kingdom in 2026 - a 16.8 per cent increase on the 170,936 recorded in 2025 - as the Kenya Tourism Board (KTB) uses its presence at World Travel Market (WTM) London to accelerate growth from one of its most important source markets. KTB CEO June Chepkemei said Kenya is actively repositioning its tourism offering beyond the traditional safari experience, promoting a combination of coastal, cultural, adventure, wellness and community-based experiences to broaden its appeal to European travellers.
Europe currently accounts for 28.67 per cent of Kenya's international arrivals - its second-largest source market after Africa - with 691,194 European visitors recorded in 2025. More than 40 Kenyan tourism trade partners are participating in the London exhibition, engaging with international tour operators and travel agents to build new business partnerships. KTB is supporting the push with targeted digital marketing campaigns, airline partnerships and competitive tourism packages, while also working to address traveller concerns around affordability, safety perceptions and sustainability. The board is additionally seeking to establish Kenya as a year-round destination, encouraging visitors to explore its full range of tourism products well beyond peak safari seasons.
Source: The Star
