NAIROBI, April 2 (Xinhua) -- Kenya's tourism sector recorded strong growth in 2025, with international visitor arrivals increasing by 9 percent to 2.7 million, up from 2.47 million in 2024, the government said in a report released on Thursday.
The Ministry of Tourism and Wildlife said the sector, driven by a visa-free policy and increased flights, recorded sustained growth in 2025, reaffirming its strategic role as a key pillar of the national economy.
"This above-average performance underscores growing international confidence in Kenya as a preferred travel destination, supported by enhanced destination marketing, improved product offerings and sustained recovery in key source markets," the ministry said in its Kenya Tourism Sector Performance Report 2025.
The report said the tourism sector generated about 0.5 trillion shillings (about 3.8 billion U.S. dollars) in total earnings, reflecting continued recovery, resilience and improved performance.
"During the year, Kenya welcomed an estimated 7.9 million tourists, comprising 2.7 million international visitors and 5.2 million domestic travelers," the ministry said in a statement.
It added that the strength of domestic tourism continued to provide a vital stabilizing anchor for the sector, cushioning against external shocks and seasonal fluctuations while sustaining consistent demand throughout the year.
The ministry said the growth also reflects the country's strategic positioning within the global tourism landscape, particularly as destinations compete for a share of the expanding international travel market.
According to the report, Africa remained Kenya's leading source region, contributing 47 percent of total international arrivals, followed by Europe at 25 percent, while the Americas accounted for 14 percent.
"These trends highlight resilient regional mobility, strengthened cross-border linkages, and continued long-haul leisure demand from traditional markets," it said.
In terms of travel segments, leisure travel led with 46 percent of total arrivals, followed by social visits at 20 percent and business travel at 19 percent.
According to the report, key drivers behind the sector's growth include strong destination promotion and marketing initiatives, improved air and road connectivity, diversified tourism experiences, supportive government policies and enhanced visa openness.
It said the introduction of the Electronic Travel Authorization system has also played a critical role in streamlining travel processes and improving the visitor experience. ■