In 2023, Kenya’s tourism sector witnessed a significant surge, with arrivals exceeding expectations by more than 460,000 visitors by the end of December, marking the third consecutive year of growth since 2021.
The annual tourism sector performance report revealed a notable increase in arrivals from 1,483,752 in 2022 to 1,951,185 in 2023, representing a remarkable 31.5 percent uptick.
However, this growth rate pales in comparison to the previous year (2021-2022), which saw a staggering 71 percent increase in tourist numbers. Notably, August emerged as the peak month, accounting for 11 percent of the total arrivals, buoyed by the renowned wildebeest migration experience in Maasai Mara, typically occurring from late July to August.
The report attributes this growth to tourists’ perception of good value for money, indicating their confidence in Kenya’s ability to provide high-quality experiences, services, and attractions relative to the cost of travel. “Affordability of travel in Kenya is also a significant factor influencing the increase in tourist numbers,” the report states.
Moreover, the country’s reputation as a safe destination played a pivotal role in attracting tourists, attributed to effective safety measures, low crime rates in tourist areas, and the government’s commitment to ensuring a secure environment for visitors.
Jomo Kenyatta International Airport emerged as the primary entry point, accounting for 69 percent of total arrivals, followed by Mombasa International Airport at eight percent. Additionally, the report highlights significant arrivals through land borders, with Busia Border leading at eight percent, followed by Namanga Border at six percent and Malaba at two percent. Notably, 4,000 visitors utilized water transport through Kilindini Seaport, Shimoni Seaport, and Kisumu Pier.
The United States emerged as the top source market during the period under review, contributing 14 percent of total arrivals, surpassing its 2019 mark. Uganda, Tanzania, and the United Kingdom followed closely, each holding 10, 8, and 8 percent market shares, respectively. Of significance is Uganda’s market performance, which demonstrated a remarkable recovery, reaching 90 percent of its 2019 levels.
Among the top reasons for travel to Kenya, holidays ranked highest at 45 percent, followed by visits to friends and relatives at 24 percent. Business and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism closely followed, constituting 24 percent of total visitation. Additionally, a notable percentage of visitors arrived for other purposes such as religious activities, education, medical purposes, employment, and sporting events. Moreover, five percent of visitors transited through Kenya en route to their final destinations.
