Tourist numbers climb 14.7 per cent to hit 2.39m in 2024

Tourist numbers to Kenya in 2024 hit 2.39 million, marking a new high in the five years since 2020.

This represents a 14.7 per cent growth compared to 2.1 million visitors recorded in 2023.

The growth, according to the Economic Survey 2025 by the Kenya National Bureau of Statistics (KNBS), was attributed to the adoption of digital tools, electronic travel authorisation and aggressive marketing.

The growth was also a result of enhanced tourism product diversification and targeted online promotion.

Kenya Tourism Board (KTB) Chief Executive June Chepkemei said in a statement that the robust growth demonstrated by the tourism sector has cemented its position as one of the key drivers of the economy.

According to the Economic Survey, strategic initiatives undertaken by the government and private sector players led to an increase in international visitor arrivals, hotel occupancy, and the average length of stay.

The total number of visitor days spent in Kenya expanded to 18.6 million in 2024, up from 17 million in 2023.

The average length of stay also improved slightly from 11.9 days to 12.1 days, indicating that tourists are spending more time exploring the country’s attractions.

According to the report, international visitor arrivals through all entry points grew by 14.7 per cent to hit 2.39 million in 2024.

Jomo Kenyatta International Airport (JKIA) registered a 10.1 per cent increase in arrivals to 1.63 million, while Moi International Airport, Mombasa, saw a 30.6 per cent jump to 204,900 arrivals. The number of Kenyans departing to visit other countries also rose by five per cent to 1.42 million. In the review period, cumulatively through all entry points, August had the highest number of visitor arrivals, followed by July, December, and then September.

Digital innovations have also made it easier for tourists to access information and make bookings online.

Of the total visitor arrivals, 44.3 per cent visited the country for a holiday, 26.9 per cent came for business, and two per cent were in transit. Another 24.7 per cent visited Kenya for other purposes.

The Meetings, Incentives, Conferences and Exhibitions (MICE) segment, identified as a priority area, also posted strong growth.

Data from the Economic Survey indicates that the number of international delegates attending conferences in Kenya rose by 2.3 per cent to 999 in 2024, whereas local conferences increased by 4.7 per cent to 11,225.

Domestic tourism continued its post-pandemic growth with hotel bed-nights occupied by Kenyan residents at coastal properties increasing by 11.8 per cent to 2,468,700.

Overall, Kenyan residents accounted for 4,910,800 hotel bed-nights in 2024, demonstrating the sector’s growing resilience through local market development.

Hotel performance indicators showed room for growth, with total bed-nights occupied reaching 10,262,100 out of 35,544,800 available, representing a 28.9 per cent occupancy rate.

Peak occupancy was recorded in December 2024 at 36.3 per cent, while room occupancy reached its highest point in November 2023 at 38.6 per cent.

The total number of accredited hotels stood at 904 in 2024, with the Nairobi region leading with 285 accredited hotels, followed by the coast region, which had 242 accredited hotels.