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The Kenya Tourism Board (KTB) is aiming for a 12.5% increase in tourist arrivals from Europe in 2025, building on continued efforts to attract more visitors from the continent.
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To meet its goal of 764,734 European arrivals—up from 680,373 in 2024—KTB plans to enhance air connectivity, strengthen safety assurances, and deepen cooperation with European embassies. Focus countries include the UK, Italy, and Germany, where Kenya hopes to leverage diplomatic and investment ties for tourism promotion.
KTB CEO June Chepkemei noted the importance of international partnerships, saying the initiative follows similar outreach efforts in Asia and the Middle East, as part of positioning Kenya as a top African travel destination.
Rose Anyona, Deputy Director in the Ministry of Foreign Affairs and Diaspora Affairs, also highlighted ongoing trade and investment facilitation, citing the EU and UK Economic Partnership Agreement that offers duty-free access to Kenyan goods and is expected to benefit tourism-related businesses.
A major boost is expected from the launch of direct Kenya Airways flights to London Gatwick on July 2nd, which will enhance travel convenience for UK tourists.
However, the tourism sector faces challenges, including the recent cancellation of TUI charter flights. KTB has assured stakeholders that efforts are underway to reinstate essential routes.
