Kenya is setting its sights on the booming demand for group and high-end travelers from India as it seeks to expand its footprint in the Asian tourism market. Currently ranked as Kenya’s sixth-largest source market, India has shown remarkable growth post-pandemic, offering a lucrative opportunity for Kenya’s tourism sector.
To capitalize on this potential, the Kenya Tourism Board (KTB), alongside 12 travel trade companies, has embarked on a series of roadshows across major Indian cities, including Ahmedabad, Bangalore, and Kolkata. The initiative aims to attract more Indian visitors by showcasing Kenya’s diverse travel experiences beyond its world-renowned wildlife safaris to position the country as a premier travel destination.
KTB CEO June Chepkemei highlighted the positive trajectory of the Indian market, noting a 12.4% increase in arrivals last year. Visitor numbers rose from 95,038 in 2023 to 106,863 in 2024, underscoring India’s growing interest in Kenya as a travel destination.
While the Masai Mara’s iconic wildlife safaris remain a key attraction for Indian visitors, Kenya is keen on diversifying its tourism portfolio. “We are positioning Kenya as a diverse tourism destination to attract different types of clientele including honey mooners, adventurer enthusiasts, filming and business conference among others from this Asian market,” said the CEO.
She emphasized that improved air connectivity and the introduction of the Electronic Travel Authorization (ETA) system have significantly boosted Indian travelers’ ease of access to Kenya.
“We are happy that the government continues to focus on improvement of infrastructure around tourism such new hotels, roads, airstrips which are some of the enablers that have enhanced visitor experiences in the destination,” said the CEO.
Kenya’s tourism industry is on a strong recovery path, with 2024 marking a significant milestone in visitor arrivals. The CEO expressed her optimism that the marketing initiatives that have been lined up in the emerging markets are going to increase visitor numbers into the destination.
Kenya is experiencing a robust recovery and is projected to continue on a positive trajectory in the year 2025. Last year, Kenya closed the with 2,253,428 arrivals, indicating a growth of about 16% compared to the same period last year that posted 1,948,785 arrivals
According to Safari Trail CEO Rajay Thethy, the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector presents a major opportunity for Kenya to expand its market share among Indian travelers.
“Combination of business and leisure is key for the Indian market with groups spending up to 5 days in Kenya. ETA facility has also greatly assisted in quickly turning around groups booking Kenya for MICE,” added Rajay.
The Ahmedabad roadshow kicked off yesterday with high prospects for Kenya to receive more visitation from India with Indigo Air that flies Kenya daily from Mumbai expressing better tidings for the tourism business.
According to Tarun Arora, Indigo Trade Sales Manager, the airline has been flying with about 95% of full in the past few months, a trend he pointed out could mean additional flights or increased capacity in the near future.
“As we approach summer season in March, we expect more passengers. Our customers are mostly for business and leisure as well as visits to relatives and friends, “disclosed Arora.
Indigo that launched direct flight over year to Nairobi commands 63% of market share in India.
Air India that has code shares with Kenya Airways on the other hand operates three times a day from New Delhi is also expected to increase its frequency in summer to meet the expected increase in number of travellers to the country. Kenya Airways operates a two daily direct flight from Mumbai to JKIA contributing significantly to the movement of visitors of Indian travellers to Kenya.
With Kenya’s ongoing tourism marketing initiatives and enhanced travel infrastructure, the country is well-positioned to tap into the growing Indian market. As the demand for unique travel experiences rises, Kenya’s strategic push could solidify its status as a top destination for Indian tourists seeking adventure, luxury, and cultural immersion.
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