Nairobi, Kenya – June 2025 – The Kenya Tourism Board (KTB) has announced a bold strategy to increase European tourist arrivals by 12.5% in 2025, marking a pivotal push to reinforce Kenya’s appeal as a preferred African destination. Backed by intensified air connectivity, renewed diplomacy, and streamlined entry processes, Kenya aims to welcome 764,734 European visitors this year, up from 680,373 arrivals in 2024, according to the latest Tourism Performance Report.
As part of this growth strategy, KTB is actively collaborating with European Union member states, airlines, foreign missions, and private tourism stakeholders to resolve long-standing challenges in the European source market and to reinvigorate inbound travel from the continent.
Strategic Partnerships Drive Growth in Key Source Markets
Speaking on the latest initiative, June Chepkemei, Chief Executive Officer of KTB, emphasized the critical role of international partnerships:
“The insights, networks, and support from foreign missions are indispensable as we scale up efforts to position Kenya as Africa’s leading tourism brand. Following successful campaigns in Asia and the Middle East, our engagement with Europe underscores our global tourism outlook.”
This engagement was spearheaded through a collaborative event organized by KTB and Kenya’s State Department of Foreign Affairs, bringing together European envoys, trade delegates, and travel sector investors to forge stronger tourism ties.
Europe Remains a Vital Pillar for Kenya’s Tourism Economy
Europe continues to stand as Kenya’s second-largest tourism source region, contributing 680,373 arrivals in 2024. Among the top-performing countries are:
- United Kingdom
- Italy
- Germany
Germany alone accounted for approximately 87,000 arrivals, a figure KTB believes can be easily doubled through enhanced branding and increased cooperation with European travel influencers and tour operators.
Alexander Fierley, Deputy Head of Mission and Head of Economic Affairs at the German Embassy in Nairobi, echoed this optimism:
“Kenya’s tourism offering is unmatched—from pristine beaches and rugged mountains to world-class wildlife parks and UNESCO heritage sites like Lamu. What truly sets Kenya apart is its people’s hospitality. With better value-for-money options and stronger branding, we believe European tourism to Kenya can surge significantly.”
Air Travel Expansion: Kenya Airways Launches Direct Gatwick Service
To support this projected growth, Kenya Airways is set to launch direct flights to London Gatwick starting next month. This new route complements existing services to London Heathrow and offers greater flexibility for European travelers, particularly those connecting from across the UK and Western Europe.
Additional scheduled flights from Italy and negotiations for new bilateral air service agreements are underway, with the aim of filling gaps in direct connectivity to other major EU travel hubs.
Addressing Structural Constraints: Licenses, Hotels, and Visas
KTB is also addressing pressing concerns that have hampered European travel volumes, including the recent government decision to deny a license to TUI Group, Europe’s largest tour operator. In response, the board is working closely with the Ministry of Tourism and stakeholders to ensure a more streamlined and investor-friendly licensing process for foreign operators.
In tandem, Kenya is inviting European investors to revamp aging hotel infrastructure, particularly in coastal areas like Mombasa and Diani, offering incentives and fast-tracked approvals through the newly established European Chamber of Commerce in Kenya.
On the traveler front, immigration procedures are being simplified. Kenya has rolled out a digital Electronic Travel Authorization (ETA) system, allowing visitors to secure entry online prior to arrival, removing paperwork bottlenecks and increasing competitiveness with regional rivals like Morocco, Turkey, and Thailand.
Digital Marketing and Brand Positioning for 2025
KTB is placing heavy emphasis on digital campaigns and storytelling to reshape perceptions of Kenya in European markets. The goal is to move beyond wildlife clichés and position the country as a year-round, multi-faceted destination appealing to:
- Adventure seekers
- Cultural travelers
- Luxury tourists
- Sustainable travel advocates
This effort includes collaborations with EU-based content creators, online travel agencies (OTAs), and participation in global travel expos such as ITB Berlin and WTM London.
Tourism Goals for 2025 and Beyond
The 12.5% growth target is seen as both ambitious and achievable given current trajectories. KTB projects the European market could account for up to 800,000 arrivals by 2026 with continued strategic investment and policy reform.
According to Filippo Amato, First Counsellor and Head of Trade Section at the European Union Delegation to Kenya:
“Direct flights, infrastructure upgrades, and simplified immigration are essential. But equally important is Kenya’s commitment to long-term sustainability and community-based tourism models—these align perfectly with European traveler values.”
Conclusion: Kenya’s European Tourism Drive Gains Momentum
With expanded air routes, renewed diplomacy, and robust marketing strategies, Kenya is well on track to deepen its ties with Europe and boost inbound travel figures in 2025. The country’s unmatched natural beauty, cultural richness, and commitment to traveler safety position it as one of Africa’s most compelling destinations for the European market.
As KTB continues to engage key partners and embrace innovation, the 12.5% growth target stands not only as a goal but as a catalyst for a new chapter in Kenya’s tourism success story.
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