Kenya is gearing up for a major boost in tourism, projecting a 20% increase in visitor arrivals from India by the end of the year. This optimistic outlook comes as the country intensifies its marketing and promotional efforts in India, a key source market for Kenyan tourism.
Over the weekend, 15 leading Kenyan travel agencies actively engaged with travelers and industry stakeholders in major Indian cities, highlighting Kenya’s diverse attractions—from the iconic Maasai Mara safaris to its pristine beaches and vibrant cultural experiences. These agencies have been strategically pitching Kenya as a must-visit destination, reinforcing the country’s appeal to Indian travelers looking for adventure, wildlife, and unique experiences.
Speaking at the close of the annual Outbound Travel Mart (OTM) held at the Jio Convention Center in Mumbai, India, Kenya Association of Tour Operators (KATO) Chief Executive Officer Fred Kaigwa disclosed that all indications point to the country expecting to receive more visitor numbers from India by the close of 2025.
“The travel trade roadshows that have been conducted in the key cities of Ahmedabad, Bangalore, and Kolkata, and whose climax was the OTM tourism fair, have had our destination presence felt, and we hope to translate this into sales,” said Kaigwa.
He said the immediate feedback from the travel trade was positive, with lots of travel inquiries around Meetings, Incentives, Conventions and Exhibitions (MICE) and leisure expected across the season.
He spoke as the Kenya Tourism Board (KTB) announced a two-month joint sales campaign in collaboration with prime India partners promoting Magical Kenya holiday packages. They include SOTC Travel Limited, Make My Trip, Ease My Trip, Pick Your Trail and Thomas Cook among others.
According to the KTB, the latest campaign aims to boost Kenya’s appeal among Indian travelers, positioning the country as a top destination for both leisure and business tourism. The Indian market has shown steady growth, with visitor arrivals reaching 106,863 in 2024, marking a 12.4% increase from the 95,038 tourists recorded in 2023. This upward trend reflects a growing interest in Kenya’s diverse offerings, from its world-famous safaris and pristine beaches to adventure tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) opportunities.
“As India is part of the emerging markets, we are going to pull out all the stops in partnership with the private sector to ensure that the destination remains top of mind among Indian travelers and investors in the tourism sector alike,” KTB CEO June Chepkemei said in a statement.
The Maasai Mara Game Reserve has been a key attraction for Indian travelers into Kenya, a trend that the travel trade said will change with more push on the diverse products and experiences Kenya has to offer.
“Even with this in mind, our promotions are anchored on Kenya’s diverse offering away from the beach and wildlife safari that Kenya is known for,” Kaigwa noted.
On his part, Golden Holiday founder and chairman Bakul Chandaria said in-market campaigns and promotional programs championed by KTB were key in creating Kenya’s awareness in India.
“In addition to this, we now have to scale up educational programs targeted at travel agents selling Kenya so as to enhance their destination knowledge,” Chandaria observed.
He added, “Our key message in this market isn’t only about the Maasai Mara migration; it’s about the diversity offered by other places like the Kenya coast, Amboseli, Samburu, Ol Pejeta, and Aberdares, whose considerations are on travelers’ bucket lists.”
Kenya made a strong presence at the annual OTM tourism fair, which concluded over the weekend, bringing together over 1,600 exhibitors and representatives from more than 60 countries worldwide. The event served as a crucial platform for networking, collaboration, and business expansion, allowing Kenya to connect with key players in the global travel and tourism industry.
OTM provided an excellent opportunity for Kenya to showcase its diverse tourism offerings, from the world-famous Masai Mara safari experiences to pristine beaches along the Indian Ocean and unique cultural attractions. The event also allowed industry professionals to explore emerging travel trends, innovative technologies, and evolving consumer preferences—all essential factors in shaping Kenya’s tourism growth.
Kenya’s participation was co-hosted by the private sector tourism association, KATO and KTB.
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