Kenya’s tourism sector recorded impressive growth, generating Ksh 352.5 billion in 2023 and attracting over 1.95 million visitors during the same period, according to a new report by Daring Escapes. The report highlights both the triumphs and hurdles faced by the industry. Initiatives like the “Tembea Kenya” campaign have inspired more Kenyans to explore the country’s stunning attractions, while new direct flights are making it easier for international tourists to experience Kenya’s unique magic.
However, challenges loom large. Rising costs driven by higher taxes and policy changes threaten to undermine progress. The Kenya Association of Travel Agents (KATA) has raised concerns over these issues.
“When taxes are increased, the business environment becomes more challenging because everyone is under significant financial strain,” noted KATA CEO Nicanor Sabula. “Our travel sector often faces threats when the cost of doing business rises, as the first thing companies will do is reduce travel.”
KATA Chairman Joseph Kithitu echoed these concerns, emphasizing the importance of keeping tourism affordable. “If our tourism becomes too expensive, people will look elsewhere, not just in Africa but all over the world. So, we must ensure visiting Kenya remains affordable and accessible,” he said.
In response to these challenges, KATA is collaborating with Kenya Airways to promote the country’s attractions while advocating for tourism-friendly policies and tax reforms. The association also stresses the need to improve infrastructure to maintain Kenya’s competitiveness on the global stage.
While the report celebrates the achievements of Kenya’s tourism sector, it underscores the urgency of addressing these challenges to sustain growth and secure the industry’s future.
