Kenya is targeting a 16.8 per cent increase in tourist arrivals from the United Kingdom by the end of 2026. The country aims to attract 199,645 visitors from the UK this year, up from 170,936 recorded in 2025. This growth is part of Kenya's efforts to boost its tourism industry, with Europe accounting for 28.67 per cent of international arrivals, making it the country's second-largest source market after Africa.
The Kenya Tourism Board (KTB) is leading the charge to attract more visitors from the UK. KTB CEO June Chepkemei said the country was using the ongoing World Travel Market (WTM) London 2026 to strengthen partnerships, promote lesser-known destinations and showcase its diverse tourism offerings. Chepkemei emphasized that Kenya offers more than just the iconic safari experience, with a combination of coastal tourism, culture, adventure, wellness and community-based experiences.
The UK remains one of Kenya's key tourism source markets. A total of 691,194 European visitors travelled to Kenya in 2025. To attract more UK visitors, KTB is pursuing targeted digital marketing campaigns, airline partnerships and competitive tourism packages to improve Kenya's visibility and encourage both first-time and repeat visits. The board is also seeking to position Kenya as a year-round destination.
More than 40 Kenyan tourism trade partners are participating in the London exhibition, marketing the country's attractions and seeking new business partnerships with international tour operators, travel agents and other industry players. The engagements at WTM London come as Kenya seeks to grow international visitor numbers by expanding its traditional tourism markets while opening up opportunities in emerging destinations.
Tour operators attending the event said WTM London provided an important platform for Kenya to reposition its tourism products and strengthen its appeal to European travellers. They noted that the annual exhibition had played a significant role in promoting Kenya's travel industry by creating opportunities for trade partnerships and connecting local tourism businesses with international markets.
The campaign will also address issues influencing travel decisions, including affordability, safety perceptions and sustainability. By diversifying tourism experiences, improving accessibility and continued investment in new products, Kenya has further potential to grow its market share.
Kathryn Hardman, Sales and Planning Director at True Adventure, said Kenya had established a strong reputation in adventure and wildlife tourism, giving it an advantage in attracting European visitors. The country's efforts to promote lesser-known destinations and showcase its diverse tourism offerings are expected to contribute to the growth in UK tourist numbers.
Key points
- Kenya targets 199,645 UK visitors in 2026, up 16.8% from 170,936 in 2025
- Europe accounts for 28.67% of Kenya's international arrivals
- KTB promotes Kenya's diverse tourism offerings beyond the traditional wildlife safari experience
