Kenya’s tourism sector, fresh from a record 2.4 million international arrivals in 2024 (a 14.6% increase from 2023) and Sh452.2 billion ($3.3 billion) in earnings, is doubling down on North America with a strategic partnership between the Kenya Tourism Board (KTB) and Kenya Airways (KQ) to boost arrivals by 11% this fiscal year.
The initiative offers 15% discounts on flights from the U.S., Canada, and Mexico booked between March 16 and May 16, 2025, for travel through November 30.
Targets
The campaign builds on a successful February-March pilot phase and aligns with KTB’s broader goal to sustain momentum after a 28,342 visitor surge from the U.S. in 2024, which accounted for 12.8% of total arrivals (306,501 visitors).
While the U.S. remains Kenya’s top source market, Uganda (9.4%) and Tanzania (8.4%) follow as key regional contributors. Though sector-wide revenue hit Sh452.2 billion in 2024, North America’s specific earnings aren’t disclosed, but the region’s affluent demographics align with Kenya’s luxury and conservation offerings.
Strategic Focus
“This collaboration is a natural extension of our efforts to expand reach and exposure, particularly targeting upscale millenials, baby boomers, and the African American segment in the U.S., which represents a huge opportunity for experiential and conservation-focused travel.” said KTB CChief Executive Officer (CEO) June Chepkemei
KQ’s Chief Commercial Officer Julius Thairu highlighted connectivity, saying: “Our convenient hubs and discounted fares will make Kenya an attractive destination, vital for sector revenues.”
Sector Performance
Kenya’s tourism recovery has been driven by aggressive marketing, including roadshows in New York, Toronto, and Boston, and partnerships with tour operators like the USTOA Marketplace. While the U.S. leads arrivals, the U.K. and Germany remain critical markets, though exact 2024 figures for these regions are unavailable. The sector’s resilience is evident in Sh142.5 billion ($1.04 billion) in first-half 2024 earnings, a 21.3% surge from 2023, driven by domestic tourism (2.25 million bed nights) and high-demand destinations like the Maasai Mara.
Broader Implications
The initiative underscores Kenya’s push to diversify beyond traditional circuits, leveraging partnerships like KTB’s February 2025 pact with the Tour Operators Society of Kenya to promote niche destinations and MSMEs. With North America’s affluent demographics aligning with Kenya’s luxury and conservation offerings, the discounted fares aim to capitalize on post-pandemic travel demand while reinforcing the “Magical Kenya” brand.
Chepkemei also noted the sector’s resilience, saying KTB was keen to build on the momentum as part of broader efforts to boost Kenya’s competitiveness in the global tourism arena, while Thairu stressed the collaboration
The partnership reflects Kenya’s dual strategy of leveraging airfare incentives to drive short-term bookings, while investing in long-term brand visibility through targeted campaigns and infrastructure development. With authorities targeting 3 million arrivals and Sh560 billion ($4.1 billion) in earnings for 2025, the North American push is critical to sustaining growth amid global competition.
