Kenya eyes 12.5pc tourism growth from Europe
NAIROBI, Kenya, June 21 – The Kenya Tourism Board (KTB) has sustained its efforts to woo more European visitors with a target of 12.5 percent in tourist arrivals from the continent in 2025.
KTB seeks to prioritize an array of modalities to realize its goal, including improved air connectivity and reinforcing safety guarantees to drive its target of 764,734 European arrivals this year, up from 680,373 in 2024.
Likewise, Kenya seeks to bolster partnerships with European missions in a bid to explore promotional avenues.
Among the missions Kenya is keen on include the United Kingdom, Italy, and Germany, with stakeholders optimistic about expansion through diplomacy and investment.
KTB CEO June Chepkemei emphasized the vital role of diplomatic ties in Kenya’s global tourism strategy.
“This engagement follows our recent outreach to Asia and the Middle East, as we work to position Kenya as Africa’s leading tourism brand,” she said.
On her part, Rose Anyona, Deputy Director of the Europe and Commonwealth Directorate at the Ministry of Foreign Affairs and Diaspora Affairs, underscored Kenya’s commitment to facilitating trade and investment.
She pointed to recent developments, including the Economic Partnership Agreement with the EU and UK, which grants duty-free access to these markets and is expected to stimulate growth in tourism-related enterprises.
A key development is the upcoming launch of direct Kenya Airways flights to London Gatwick on July 2nd, expected to ease access for British travelers.
Kenya, however, decries the cancellation of TUI charter flights as a setback to its tourism endeavors, with KTB assuring stakeholders that active steps are being taken to restore critical routes.
