Kenya is looking to tap into the growing demand for high-end and group travellers from India to boost its tourism sector. Currently ranked 6th in terms of source markets, India’s importance as a tourism destination is on the rise. The Kenya Tourism Board (KTB), along with 12 travel trade companies, is undertaking roadshows in Ahmedabad, Bangalore, and Kolkata to engage with the Indian market and expand Kenya’s appeal.

KTB’s CEO, June Chepkemei, highlighted a significant growth in arrivals post-pandemic, with India showing a 12.4 per cent increase in tourism last year, bringing in 106,863 visitors, up from 95,038 in 2023. While Kenya remains known for its wildlife safaris, especially the Masai Mara, the country has diversified its offerings to include options for honeymooners, adventure enthusiasts, business conferences, and film productions, positioning itself as a competitive destination for varied clientele.

“We are positioning Kenya as a diverse tourism destination to attract different types of clientele, including honeymooners, adventure enthusiasts, filmmakers, and business conference attendees from the Asian market,” Chepkemei stated. She also emphasised that improved air connectivity and the Electronic Travel Authorization (ETA) facility are driving increased interest among Indian travellers.

Chepkemei expressed confidence that the government’s ongoing investment in infrastructure, such as new hotels, roads, and airstrips, would enhance the overall visitor experience and further boost tourism.

Kenya’s tourism recovery has been strong, with a projected continued growth in 2025. Last year, Kenya recorded 2,253,428 arrivals, marking a 16 per cent increase compared to 2023. Rajay Thethy, CEO of Safari Trail, noted that Kenya is particularly well-positioned to leverage the Meeting, Incentives, Conference, and Exhibitions (MICE) sector, a key area of focus for attracting Indian groups, many of whom stay for up to five days. Thety also highlighted that the ETA facility has greatly streamlined group bookings, making Kenya a more appealing choice for MICE travellers.

With airlines such as Indigo, which operates daily flights from Mumbai to Nairobi, and Air India, which partners with Kenya Airways, air connectivity is strengthening. Indigo’s trade sales manager, Tarun Arora, noted the airline’s 95 per cent load factor in recent months and the likelihood of increased flights during the upcoming summer season to accommodate growing demand.