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With Okorie Uguru
The World Travel and Tourism Council (WTTC) has said that Africa is entering a new era of tourism growth, with travel and tourism outperforming the wider economy and positioning the continent among one of the world’s fastest-growing regions in 2026.
According to new 2026 Economic Impact Research (EIR) data from WTTC, sponsored by Chase Travel, Lead Research Partner, Kenya continues to strengthen its position as one of the continent’s most strategically important tourism markets. Travel and tourism contributed $12.7 billion to Kenya’s economy in 2025, representing 9.3 per cent of national GDP, and supported 1.8 million jobs, equivalent to 8.3 per cent of total employment. This dual contribution underlines tourism’s role as both a major economic driver and a powerful engine of inclusive growth.
Kenya’s growth is underpinned by a balanced demand model. International visitor spending accounted for 52.4 per cent of total tourism expenditure in 2025, reaching $5 billion and slightly exceeding domestic visitor spending of $4.5 billion. The country also welcomed 2.5 million international visitors, an increase of 5.6 per cent compared with the previous year, reinforcing its position as a key gateway and growth market for tourism in Africa.
The strength of Kenya’s tourism economy is further reflected in its travel and tourism trade surplus. In 2025, international visitor spending exceeded outbound travel spending by $3.96 billion, generating a significant net inflow of foreign exchange and underlining the sector’s growing contribution to national economic resilience and prosperity.
Kenya is also emerging as a global leader in sustainable tourism. The travel and tourism sector sources 19.9 per cent of its energy from low-carbon sources, significantly outperforming both the global average of 5.9 per cent and the African average of 2.9 per cent, positioning Kenya among the world’s leading destinations in advancing tourism’s energy transition.
Kenya’s strong performance, strategic location and commitment to sustainable tourism have made it a natural partner for WTTC’s long-term engagement across Africa. During this week, WTTC visited the country and held high-level meetings with senior government officials and tourism stakeholders, including Hon. Rebecca Miano, Minister of Tourism and Wildlife, the Kenya Tourism Board and representatives from the public and private sectors.
