Kenya is targeting a 16.8 per cent increase in tourist arrivals from the United Kingdom by the end of the year, as the government steps up efforts to attract more visitors from the European market.
The country is banking on increased international marketing, airline partnerships and expanded travel trade engagements to convert growing interest in its tourism products into actual bookings.
Kenya Tourism Board (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 said Kenya was positioning itself beyond the traditional wildlife safari experience by promoting a combination of coastal tourism, culture, adventure, wellness and community-based experiences.
“Our pitch is that Kenya offers much more than the iconic safari experience. Visitors can combine wildlife, coast, culture and adventure in one destination. We are also bringing lesser-known destinations into the spotlight to encourage travellers to explore more of Kenya,” she said.
Kenya is targeting 199,645 visitors from the UK this year, up from 170,936 recorded in 2025.
The United Kingdom remains one of Kenya's key tourism source markets, with Europe accounting for 28.67 per cent of international arrivals, making it the country's second-largest source market after Africa.
A total of 691,194 European visitors travelled to Kenya in 2025.
More than 40 Kenyan tourism trade partners are participating in the London exhibition, where they are marketing the country's attractions and seeking new business partnerships with international tour operators, travel agents and other industry players.
Chepkemei said the campaign would also address issues influencing travel decisions, including affordability, safety perceptions and sustainability.
Beyond the exhibition, 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, allowing visitors to experience different tourism products beyond the traditional safari seasons.
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 said 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.
True Adventure Sales and Planning Director Kathryn Hardman said Kenya had established a strong reputation in adventure and wildlife tourism, giving it an advantage in attracting European visitors.
She said the country had further potential to grow its market share through diversification of tourism experiences, improved accessibility and continued investment in new products.
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.
Leave a Reply