- International arrivals increased from 1.48 million in 2022 to 1.95 million as the sector turned around from lows of 569,848 at the peak of the Covid-19 pandemic in 2020.
- Last year’s strong performance saw the country record the highest earnings in tourism receipts, which went up to $2.7 billion, up from $2 billion.
- The US remained the single largest market source even as Africa accounted for the lion’s share of total arrivals during the year, with the East African region remaining key.
Kenya’s tourist arrivals grew 31.5 per cent last year, official government data indicates, as the tourism sector recovered to pre-pandemic levels not only in the country but globally.
International arrivals increased from 1.48 million in 2022 to 1.95 million as the sector turned around from lows of 569,848 at the peak of the Covid-19 pandemic in 2020.
Last year’s strong performance saw the country record the highest earnings in tourism receipts, up to $2.7 billion from $2 billion.
US biggest source of Kenya’s tourist arrivals
The US remained the single largest market source for Kenya’s international tourists even as Africa accounted for the lion’s share of total arrivals during the year, with the East African region remaining key.
Visitors from the US totalled 265,307 during the year, followed by Uganda (201,620), Tanzania (157,818) and the United Kingdom (156,701), with India closing the top five market sources with 94,273 visitors.
Other key sources were Germany (77,907), Italy (69,000), China (52,865), Somalia (52,328) and Rwanda (52,097).
By region, the African continent accounted for 41 per cent of total arrivals, which was 798,337, followed by Europe, which accounted for 29 per cent (572,352) and Asia 17 per cent or 321, 592.
“The 2023 figure represents a substantial increase compared to the previous year, highlighting the country’s potential and appeal in the global tourism landscape. This growth in tourist arrivals could have various implications for the local economy, including increased revenue, job opportunities, and the overall development of the tourism sector,” Kenya’s Tourism Ministry said in a report released on Wednesday.
According to an Exit Survey (ES) by the country’s Tourism Research Institute conducted in April 2023, this growth can be attributed to the good value for money.
“This implies that visitors believe they are getting quality experiences, services, and attractions relative to the cost of their travel. This encompasses a range of factors such as accommodation, activities, and overall satisfaction,” Tourism and Wildlife Cabinet Secretary Alfred Mutua said.
The ES also points to the affordability of travel in Kenya as a significant factor influencing the increase in tourist numbers.
During the year, China was the most improved source market, with visitors from the country increasing from 20,260 in 2022 to 52,865 in 2023, translating to a 161 per cent growth.
This was attributed to the reopening of its borders at the beginning of 2023.
Italy was second where the arrival number increased from 31,301 in 2022 to 69,080 in 2023, translating to 121 per cent growth. South Korea, Australia and Spain also registered significant growth.
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Spending by tourists
Overall, the rate of growth in revenues is higher than the growth registered in inbound arrivals an indication of higher per capita spending by arriving tourists.
This is also attributed to the sustained weakening of the Kenya shilling against major global currencies last year.
According to statistics by the Kenya National Bureau of Statistics (KNBS), the Kenyan shilling shed over 31 per cent of its value to the US dollar. It also ceded ground against the Euro, Pound Sterling and Japanese Yen by 30.3 per cent, 29.7 per cent and 15.3 per cent, respectively.
The shilling also depreciated against the South African Rand, Tanzania Shilling and Uganda Shilling.
Findings, however, indicate that travel, accommodation, and other associated costs are within a reasonable budget, making the destination more accessible to a broader range of potential visitors.
This affordability can attract a diverse group of tourists with varying budget considerations. The exit survey painted Kenya as a safe destination that is crucial to attracting tourists.
“A positive image regarding safety and security encourages more people to choose Kenya as their destination. This perception may result from effective safety measures, low crime rates in tourist areas and the country’s commitment to providing a secure environment for visitors,” the ministry noted.
Last year, August recorded the highest number of visitors at 11 per cent of the total arrivals, or 204,602.
Numbers increased in July and peaked in August, attributed to the wildebeest migration experience in Maasai Mara around late July to August.
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Key entry points and purpose of visit
In the year 2023, the Jomo Kenyatta International Airport (JKIA) registered the highest number of arrivals at 69 per cent of the total arrivals (1.4 million), followed by the Moi International Airport’s 153 203 arrivals or eight per cent.
Most tourists use the road as the mode of transport coming through the Kenyan-Uganda border of Busia, followed by the Namanga border (Kenya-Tanzania) and Malaba (Kenya-Uganda border). Four 4,000 visitors use water as a mode of transport through Kilindini Seaport (Mombasa Port), Shimoni Seaport and Kisumu Pier.
According to the government, holidays topped the reasons for international visitors to visit Kenya, accounting for 45 percent.
Those visiting friends and relatives followed this at 24 per cent of the total arrivals almost similar to those on business and MICE (Meetings, Incentives, Conferences and Exhibitions).
There were also many visitors for other purposes such as religion, education, medical, employment and sporting activities.
Additionally, about five per cent of visitors entered the country while on transit to their final destinations including neighbouring countries, mainly Tanzania.
In 2023, the country received four cruise ships, totalling 2,490 visitors. This represents an increase of 119.6 per cent from 2022 where the country only received two cruise ships totaling to 1,134 tourists.
This indicates the huge potential cruise tourism has for the destination where globally, the revenue for cruise tourism was $25.4 billion in 2023 and it is expected to reach $36.67 billion in 2028 (Statista 2024).
“There is a need to strongly market this segment by engaging global players to reclaim Kenya as a cruise hub in the Indian Ocean cruise circuit,” the Tourism Research Institute acting CEO David Gitonga said.
Read also: Building Kenya’s tourism competitiveness in Africa
Global tourism performance and forecast
According to the United Nations World Tourism Organization (UNWTO) Barometer, global international tourist arrivals grew by 34 per cent compared to 2022.
This represents an 88 per cent recovery rate pre-pandemic numbers with the growth attributed to increased demand for travel and enhanced connectivity.
Europe received 54 per cent of the world’s total arrivals. Regarding recovery, the Middle East region was the only region that surpassed pre-pandemic levels by 22 per cent.
Europe recorded 94 per cent recovery levels, the Americas region recovered 90 per cent due to solid intra-region demand, and Africa recovered 96 per cent of pre-pandemic visitors.
Asia and the Pacific recovery were at 65 per cent, with the gradual recovery pegged on the late opening up of several destinations at the beginning of 2023, compared to other destinations.
According to the barometer, global international tourism arrivals for 2024 are expected to grow by two per cent above pre-pandemic levels, subject to Asia’s growth pace and economic and geopolitical adverse risk.
Consistent with the UNWTO Tourism Confidence Index survey, 67 per cent of tourism professionals foresee better prospects for 2024 than 2023.
Measures projected to lead to the growth of tourism performance in 2024 include Asia re-opening, visa and travel facilitation (Middle East performance will increase due to the implementation of the Gulf Cooperation Council (GCC) unified tourist visa) while in China, it has declared visa-free travel for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia for a year to November 30, 2024.
In Africa, introducing the visa-free option for all travellers into Kenya facilitated by the Electronic Travel Authorization (ETA) system is expected to boost performance and Rwanda’s free visa for all Africans.
Europe is anticipated to lead in 2024, with Romania and Bulgaria joining the Schengen area and Paris hosting the Summer Olympics.
Substantial travel from the United States, supported by a robust US dollar, will continue benefiting destinations globally.
On consumer trends, travellers will likely prioritise value for money, opt for closer destinations, and emphasise sustainability in their choices.
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Impediments to growth
Meanwhile, economic instability, persisting inflation, high interest rates, volatile oil prices and disruptions to trade could continue to impact transport and accommodation costs in 2024, industry players say, leading to high business costs.
There are also concerns over geopolitics, including the conflict in the Middle East and Russia-Ukraine war, which may also disrupt travel.
There is also a shortage of skilled labour in tourism businesses, making it difficult for the sector to cope with the high demand.
Meanwhile, in post-Covid-19, travellers increasingly recognise Africa as an enchanting destination with its diverse cultures, breathtaking landscapes, and unique wildlife, according to industry experts, with the continent standing on the brink of a transformative opportunity.
However, to fully capitalise on this potential, they say Africa needs to undergo a paradigm shift in its tourism industry.
“The adoption of sustainability, local empowerment, and technological integration must become fundamental principles guiding this shift. By embracing these principles, Africa can drive both recovery and growth in its tourism sector, ensuring long-term success,” UNWTO noted.
Euromonitor International’s Voice of the Consumer Survey for African Markets revealed that Tourists seek diverse activities when visiting Africa.
Relaxation, safety, connection with nature, and outdoor pursuits are among their top four preferences.
This indicates that the continent’s captivating scenery, abundant wildlife, and exciting outdoor adventures are significant attractions.
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