Kenya Aims for Increased Tourist Arrivals from the UK by 2026
Kenya is setting its sights on a 16.8 percent increase in tourist arrivals from the United Kingdom by the end of 2026. This initiative is part of a broader strategy to convert the growing interest in Kenya into actual bookings, highlighted during the World Travel Market (WTM) London 2026.
The Chief Executive Officer of the Kenya Tourism Board (KTB), June Chepkemei, emphasized that the country is harnessing the global travel trade platform to cultivate partnerships, enhance its market visibility, and promote tourism across the UK and Europe.
“Kenya presents far more than just a traditional safari experience. Visitors have the opportunity to enjoy a combination of wildlife, stunning coastlines, rich culture, and thrilling adventures all in one destination. Additionally, we are highlighting lesser-known locales to inspire travelers to explore more of what Kenya has to offer,” stated Ms. Chepkemei.
Ms. Chepkemei spoke at the ongoing WTM in London, where over 40 tourism partners are showcasing Kenya’s varied attractions and experiences.
For context, Europe is Kenya’s second-largest source of international tourists following Africa, contributing to 28.67 percent of total arrivals. In 2025, 691,194 visitors were recorded. This year, Kenya is targeting 199,645 visitors from the UK, an increase from 170,936 in 2025, reflecting a planned growth of 16.8 percent.
Additionally, Ms. Chepkemei noted that Kenya is aiming to establish itself as a year-round destination, offering a rich array of experiences encompassing wildlife safaris, pristine beaches, cultural engagements, adventure, wellness, and community conservation projects.
Beyond the exhibition, the country is stepping up its digital marketing campaigns, forging airline partnerships, and enhancing travel packages to address concerns regarding affordability, safety, and sustainability.
This comprehensive strategy aims to attract both first-time and repeat visitors, bolstering Kenya’s competitiveness in the UK and broader European markets, while converting interest into increased bookings.
During the exhibition, Martin Njagi, Managing Director of Talago Tours, remarked that WTM offers Kenya a crucial platform to refresh its diverse tourism offerings and strengthen its appeal to European travelers. He highlighted that past exhibitions have significantly contributed to improving Kenya’s travel landscape and forging more robust trade relationships.
True Adventure’s Sales and Planning Director, Kathryn Hardman, added that Kenya’s niche in adventure and wildlife tourism makes it an appealing destination for European visitors. She expressed optimism about the country’s potential for growth, supported by ongoing developments aimed at diversifying tourism offerings and enhancing accessibility.
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