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New research by the Kenya Tourism Board (KTB) has revealed shifting travel trends among Kenyans, with Gen Z, students, and business travellers showing a strong preference for luxury travel, while adventure and budget trips remain popular across other segments.

The findings, released during a stakeholder engagement event this week, also highlighted Kenya’s growing domestic and international tourism performance. Family travellers dominate the market (30%), followed by solo travellers (25%) and corporate travellers (23%).

Domestic Tourism on the Rise
KTB CEO June Chepkemei reported a 23% increase in bed occupancy, with five million bed nights recorded in 2024. Kenyans are now taking longer trips (4–5 days compared to the previous 1–2-day getaways) and are increasingly travelling for birthdays, anniversaries, and other milestones—signalling a shift from traditional peak seasons like Easter and December.

“The domestic market is evolving, with more travellers seeking experiences year-round, presenting an opportunity for Kenya to develop off-season tourism offerings,” Chepkemei said.

Youth and Wellness Tourism Drive Growth
The youth segment is emerging as a key driver of sustained tourism demand, travelling consistently throughout the year. Wellness tourism is also gaining traction, with travellers seeking health-focused experiences such as spa retreats and holistic packages.

Social media, WhatsApp, and travel websites are the primary sources for trip planning, while hotels remain the top accommodation choice—though Airbnb is popular among younger travellers and families.

International Arrivals Surge
Kenya’s international tourism sector has rebounded strongly, with arrivals increasing by 60% between 2022 and 2024, reaching 2.4 million visitors. Earnings surged from Sh268 billion in 2022 to Sh452 billion in 2024, contributing Sh1 trillion to GDP and creating 1.5 million jobs.

Europe remains Kenya’s largest source market (28% of arrivals), with Italy recovering and new markets like the Czech Republic and Poland showing growth. Asia, led by India and China, is the fastest-growing region, expanding by 19.5% annually.

Kenya is set to host the 15th Magical Kenya Travel Expo (MKTE) in October 2025, bringing together 6,500 delegates from 40 countries under the theme “Sustainable Tourism Growth: Unlocking Africa’s Potential.”

Tourism Principal Secretary John Ololtuaa emphasized the expo’s role in fostering pan-African collaboration. “Africa is leading Kenya’s tourism recovery, contributing 40.8% of arrivals in 2024. We must work together to maximize our competitive advantages,” he said.

The event will feature 200 international buyers, 400 exhibitors, and the Africa Tourism Investment Forum (ATIF), aimed at boosting financing for tourism enterprises.

KTB Chairman Francis Gichaba highlighted MKTE’s focus on sustainability and technology, building on the success of the 2024 edition, which facilitated thousands of business meetings.

Industry leaders, including Kenya Association of Travel Agents (KATA) CEO Nicanor Sabula, welcomed the expanded vision, noting that ATIF’s inclusion will help small and medium tourism businesses scale up.

As Kenya eyes 5.5 million international visitors by 2027, the findings and upcoming expo underscore the sector’s pivotal role in economic growth and job creation.