Kenya is seeking to increase Ugandan visitor numbers by 27% to record about 300,000 arrivals by the end of the year, with ease of access cited as a major factor for the growth.

Yesterday, while attending the official opening ceremony of this year’s Pearl of Africa Expo (POATE) in Uganda, Tourism and Wildlife Cabinet Secretary Rebecca Miano also disclosed that the visa-free policy for African countries has spurred growth in visitor numbers from the region.

She added that deep cultural affinity and seamless connectivity by road and air that binds the Kenyan and Ugandan tourism sectors together was a major milestone, especially in the joint marketing efforts under the EAC regional brand “Visit East Africa: Feel the Vibe.”

“As one of the more vibrant tourism economies in the region, Kenya recognizes the tremendous potential presented by the Ugandan market. Our presence at the expo is a testament to this commitment as we continue to strengthen bilateral tourism cooperation and develop integrated cross-border experiences that benefit both nations,” said Miano.

Uganda is Kenya’s biggest tourism source market in the region, contributing 9.4% of total arrivals to Kenya in 2024 with 225,559 arrivals—coming only second to the United States, which contributed 12.8% of total arrivals.

The expo, running from May 21–24 at Speke Resort in Munyonyo, has attracted over 260 exhibitors, as well as 70 international buyers, more than 5,000 trade visitors, and leading industry professionals from across the region and beyond.

Now in its 11th edition, POATE continues to serve as a vital platform connecting tour operators, travel agents, investors, and key tourism stakeholders across the region, further cementing the growing tourism ties between the two nations.

Highlighting Kenya’s participation at the expo, Miano noted that the Kenya Tourism Board’s sustained presence and targeted initiatives have been instrumental in boosting Ugandan visitor numbers to Kenya.

“We are positioning Kenya as a favourable destination with value for money for Ugandan travellers. Our strategy includes making Kenya a memorable destination for weddings and honeymoons, meetings, exhibitions, retreats, and sports tourism,” she emphasized. “Additionally, Kenya is emerging as a preferred shopping destination in the region, with numerous malls offering international brands and products found in other global jurisdictions.”

Strategic marketing campaigns like “WRC Tugende Kenya” have successfully tapped into the motorsport enthusiasm of Ugandans, using the popularity of the iconic Safari Rally to showcase the broader Kenyan tourism offerings. According to the CS, Kenya welcomed approximately 33,000 enthusiasts from the region, with the majority coming from Uganda, further demonstrating the significant potential of this market.

This, she noted, underscores the broader integrative and transformative potential of cross-border tourism cooperation, particularly within the East African Community framework, noting that regional integration has become a critical driver of post-pandemic recovery.

The tourism collaboration between both countries extends beyond marketing, with both developing joint tourism packages and business-to-business engagement opportunities. The Uganda-Kenya Coast Conference, organized in conjunction with the Consulate General of Uganda, has been particularly effective in increasing traffic on the Entebbe-Mombasa route operated by Uganda Airlines.

Kenya is also positioning itself as a wellness destination, with various wellness programs offered in the wild and in cities to cater to this growing segment.

The CS also underscored the importance of facilitating travel between the two countries by highlighting the robust air connectivity, with Kenya Airways operating four daily flights from Nairobi to Kampala and Air Uganda offering two flights, ensuring seamless access for visitors. She also emphasized ongoing infrastructure improvements, including plans to extend the Standard Gauge Railway (SGR) to Malaba to enhance transportation links between the nations.

On her part, Kenya Tourism Board (KTB) CEO June Chepkemei highlighted the significance of the expo, stating: “We are eager to engage partners at the Pearl of Africa Tourism Expo to further develop the Ugandan source market as well as explore opportunities for jointly marketing our complementary tourism assets together to encourage travellers to experience the full spectrum of East African tourism which benefits the region.”

KTB plans to further capitalize on the Ugandan market through expanded participation in specialized events like the Bride and Groom Expo—Uganda’s premier wedding exhibition—while amplifying its Pan-African influencer campaign, which has seen the Board previously partner with Ugandan music sensation Eddy Kenzo to showcase authentic Kenyan experiences to Ugandan audiences.

At the same time, Miano highlighted the pivotal role of the youth in promoting tourism, emphasizing their energy, tech-savviness, and creativity as valuable assets to enhance the tourism sector. She mentioned ongoing initiatives, such as capacity-building programs and a forthcoming Youth in Tourism and Conservation Hub, aimed at harnessing the innovative potential of young individuals to enrich the tourism products and experiences offered in Kenya.