Kenya’s travel and tourism sector contributed 1.6 trillion shillings (US$12.4 billion) to the economy last year, highlighting the industry’s growing role as a driver of economic growth, employment and foreign exchange earnings.
The figure, contained in the World Travel and Tourism Council (WTTC) 2026 Economic Impact Research report, represents a 10 percent increase from the 1.2 trillion shillings recorded in the previous year.
The report, sponsored by Chase Travel, showed that tourism accounted for 9.3 percent of Kenya’s gross domestic product (GDP) in 2025 and supported 1.8 million jobs, equivalent to 8.3 percent of total employment.
The sector’s workforce increased from 1.7 million jobs supported in 2024, with employment spread across aviation, accommodation, travel agencies, tour operators, hospitality, entertainment, ecotourism and cultural tourism.
WTTC said the figures demonstrate tourism’s importance as both an economic driver and a source of inclusive growth.
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“Kenya continues to strengthen its position as one of Africa’s most strategically important tourism markets,” the council said in the report.
International visitors remained a major contributor to the sector, accounting for 52.4 percent of total tourism spending in 2025. Foreign visitor expenditure reached US$5 billion, while domestic tourism spending stood at US$4.5 billion.
Kenya welcomed 2.5 million international visitors during the year, a 5.6 percent increase compared with 2024, reinforcing its position as a key tourism destination on the continent.
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The sector also generated a significant foreign exchange boost through a tourism trade surplus. International visitor spending exceeded Kenyans’ overseas travel expenditure by $3.96 billion, strengthening the country’s external finances.
Kenya has also emerged as a leader in sustainable tourism, with the sector sourcing about 20 percent of its energy from low-carbon sources. This is significantly above the global average of 5.9 percent and Africa’s average of 2.9 percent, according to WTTC.
The report comes as WTTC leaders held discussions in Nairobi with Tourism and Wildlife Cabinet Secretary Rebecca Miano on strengthening Kenya’s position in the regional tourism market.
The delegation was led by WTTC President and CEO Gloria Guevara and former Kenyan Tourism Minister Najib Balala, who is now the council’s executive vice-president for advocacy, government affairs and research.
Guevara said Africa’s tourism industry was experiencing strong growth, with Kenya playing a leading role.
“Africa is now one of the fastest-growing tourism regions globally and Kenya is helping lead that momentum,” she said.
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WTTC data showed that travel and tourism contributed $228 billion to Africa’s economy in 2025, representing seven percent of regional GDP and growing faster than the wider economy.
The sector supported 30.2 million jobs across Africa last year and is projected to support 31.5 million jobs in 2026.
Over the next decade, tourism is expected to create an additional 9.4 million jobs across the continent, reaching 40.9 million by 2036.
However, WTTC warned that unlocking Africa’s full tourism potential would require continued investment in infrastructure, visa reforms, aviation connectivity, digital travel systems and workforce development.
The council said improving travel access, expanding tourism products and strengthening skills training would be critical for countries seeking to compete in the global tourism market.
With international visitor numbers across Africa recovering strongly, Kenya’s performance reflects a broader regional tourism revival and growing confidence in the continent as a global travel destination.
