Kenya’s travel and tourism sector set to contribute a record Sh1.2 trillion to economy in 2025
International visitor spending is forecast to hit over Sh300 billion, up 31 per cent from 2019, and edging closer to surpassing its previous peak of 2011
Kenya’s Travel and Tourism sector is set to contribute a record Sh1.2 trillion to the economy this year, a record 24 per cent above 2019 levels and equivalent to more than 7 per cent of national GDP, according to research from the World Travel and Tourism Council (WTTC).
Employment and domestic spending is also expected to reach new heights.
The sector is also expected to support 1.7 million jobs in 2025 – maintaining over 8 per cent of total national employment, playing a key role in the country’s future, representing nearly one in every 12 jobs in the country.
Visitor spending projections show a healthy rise across the board with domestic visitor spending set to reach a new record at just under Sh560 billion.
Visitor spending
International visitor spending is forecast to hit over Sh300 billion, up 31 per cent from 2019, and edging closer to surpassing its previous peak of 2011.
These record-breaking forecasts reflect a strong rebound for Kenya’s Travel & Tourism sector and a growing appetite among travellers to experience the country’s coastlines, safari parks, mountains, and vibrant urban centres.
The growth reflects Kenya’s expanding appeal on the global travel map, underpinned by its natural beauty, cultural heritage, wildlife experiences, and improving infrastructure.
Julia Simpson, WTTC President and CEO, said: “Kenya is on track for an exceptional year in Travel & Tourism. This projected growth in GDP, jobs, and visitor spending is a testament to the country’s enduring appeal and to the work done by both government and private sector partners.
“Kenya has everything today’s traveller is looking for. Nature, culture, authenticity, and hospitality, and WTTC sees it playing a key leadership role in Africa’s tourism future.”
Looking ahead to 2035
WTTC projects that by 2035, Travel & Tourism will contribute Sh1.8 trillion to Kenya’s economy, supporting over 2.2 million jobs. That’s 500,000 new jobs expected over the next decade – reinforcing the sector’s role in driving inclusive and sustainable growth.
International visitor spending is forecast to reach Sh409 billion, with domestic visitor spending expected to reach Sh821 billion.
Reflecting on 2024
In 2024, Kenya’s Travel and Tourism sector contributed Sh1.2 trillion to the national economy, a 10 per cent year-on-year increase, and supported 1.7 million jobs across the country.
International visitor spending reached Sh288 billion, while domestic visitor spending totalled Sh528 billion, reflecting a strong rebound in both international arrivals and local travel demand.
