The travel & tourism industry plays a key role in Kenya’s economy. According to GlobalData, driving increased visitor numbers and income from touristic activities are key areas of focus for the country’s government. GlobalData provides a complete picture of travel to Kenya in its East Africa Destination Tourism report. Buy the report here.
In 2023, international arrivals in Kenya grew by 31%.
Kenya does not exhibit an overreliance on any single source market, but intraregional travel is a noticeable trend. In the case of Kenya, four of the top ten source markets are located in Africa.
However, even when focusing only on the top ten, not all source markets are equal in size. Understanding the relative size of these and identifying high-potential markets outside of this list is key to identifying promising growth markets for Kenya as a destination.
According to GlobalData’s report, East Africa Destination Tourism, the country’s leading source markets include the US, the UK, Uganda, Tanzania and India among others.
For more detailed analysis of the source markets for Kenya, buy GlobalData’s East Africa Destination Tourism report.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Travel & Tourism Intelligence Center provides tracks tourism demands and flows, expenditure, and competitor KPIs across 180 countries. It also segments over $26 trillion in expenditure by accommodation, foodservice, retail, transport, and entertainment. GlobalData’s analysis reports provide detailed insight into key source and destination markets with real world examples of success to support recommendations.
