Tourism boost as US families choose Kenya over Caribbean

American families spend an average of Sh1 million ($8,052) on travel annually, with Kenya outperforming traditional Caribbean favourites such as Jamaica to capture the tourism dollars.

It ranks as the only African nation in the top 20 international destinations, according to new industry research.

The 2025 US Family Travel Survey, conducted by the Family Travel Association (FTA) in partnership with New York University’s Jonathan Tisch Centre of Hospitality, reveals Kenya ranks 17th globally among American families, placing ahead of Jamaica (16th), Turks and Caicos (19th) and Croatia, while trailing global leaders Italy, the United Kingdom and France.

The findings of the study demonstrate Kenya’s strong appeal in the valuable US family market, which is increasingly seeking experiential travel over traditional beach vacations, with American families demonstrating substantial spending power despite economic pressures. The survey, now in its tenth year and based on responses from 1,596 American parents and grandparents, reveals significant investment in family travel. The average US family spent about Sh1 million on travel in 2024, representing about a 20 per cent increase from the previous year.

 About eight per cent of respondents reported spending more than $20,000 (Sh3.2 million) on family travel.

 “While international family travel has slightly declined, we’re seeing sustained interest in destinations that offer authentic experiences,” said Anna Abelson of NYU SPS, who led the research.

The study emphasises destinations like Kenya that combine wildlife, culture, and adventure continue to capture American families’ imagination.

 “The data shows American families are choosing Kenya for its unique combination of wildlife, beaches, and cultural authenticity,” the director of Naivasha-based Karmel Resort Alex Njoroge told Financial Standard in an interview yesterday. 

“Beating Caribbean destinations like Jamaica that have traditionally dominated family travel represents a major achievement for our tourism sector.”

The survey, conducted between July 18 and August 25, 2025 and distributed through sponsor Good Housekeeping’s consumer database, captures detailed insights during a period of economic uncertainty.

For the Kenyan hospitality sector, American grandparents emerge as particularly valuable travellers, spending an average of $5,205 (Sh671,445) on multi-generational travel in 2024, with seven per cent spending over $15,000 (Sh1.9 million). 

The outlook remains even more rosy for Kenya’s hospitality sector, with 42 per cent of American grandparents expecting to increase spending on  domestic multi-generational travel and 21 per cent planning to spend more on international trips.

“Family group travel continues to be a popular trend, with multi-generational trips showing a slight increase in popularity since 2023,” the survey notes, with 57 per cent of parents planning trips involving three or more generations.

Families with special needs children represent another high-value segment, comprising 13.49 per cent of travellers who “travel more frequently and spend more per trip than the average family,” according to the survey findings.

The survey’s top 20 international destinations for US families show Kenya’s competitive standing. Kenya’s appeal aligns with several top travel preferences identified in the survey that drive family travel decisions. 

The research shows that 77 per cent of parents believe family vacations enrich a child’s education, 68 per cent say travel makes children better global citizens, and 57 per cent are planning multi-generational trips. Specifically, Kenya’s offerings match key travel segments.

About 37 per cent of the parents plan trips to national or State parks, 33 per cent seek nature vacations beyond national parks, and 30 per cent prefer active vacations like camping and hiking.

About 36 per cent plan city vacations - all areas where Kenya provides competitive experiences.

“Family group travel continues to be a popular trend, with multi-generational trips showing a slight increase in popularity since 2023,” the survey notes, highlighting the importance of experiences that accommodate multiple generations.

Despite economic challenges - with 73 per cent of parents citing affordability as their top travel concern - the survey reveals continued willingness to spend on meaningful travel experiences.

Some 39 per cent of parents plan to increase domestic travel spending, while 33 per cent plan to spend more on international travel. American families are adopting specific strategies to manage costs while maintaining travel budgets.

About 50 per cent book lodging with kitchens to prepare meals, 46 per cent limit paid attractions, and 45 per cent avoid hotels and airlines that charge extra fees.

For Kenya’s tourism industry, which has been working to diversify its source markets, the survey suggests American families represent a valuable market segment willing to invest in premium experiences. 

The country’s ranking ahead of traditional Caribbean favourites like Jamaica and Turks and Caicos indicates strong competitive positioning for high-value tourism.

The survey also reveals that grandparents are increasingly influential in destination selection, with many seeking to create lasting memories with grandchildren through meaningful travel experiences - a trend that aligns well with Kenya’s offering of safari experiences that appeal across generations.