Kenya’s economy racked in $12.7 billion in 2025 from travel and tourism despite a tough local and global economic challenges, representing 9.3% of national GDP. The sector also supported 1.8 million jobs, equivalent to 8.3% of total employment.
According to a research by the Economic Impact Research (EIR), Kenya’s performance in the sector is part of a broader continental shift, with T&T outperforming the wider economy and positioning Africa among the world’s fastest-growing tourism regions in 2026.
Speaking at a stakeholders’ forum in Nairobi on Monday, Gloria Guevara, WTTC President & CEO, said Africa is among the fastest-growing tourism regions globally, and Kenya is helping build that momentum.
“With a strong economic contribution, a balanced demand model and clear leadership in sustainable tourism, Kenya demonstrates what long-term Travel and Tourism success can look like,” she said.
Kenya’s growth is underpinned by a balanced demand model with international visitors spending accounted for 52.4% of total tourism expenditure in 2025, reaching $5 billion and slightly exceeding domestic visitor spending of $4.5 billion.
The country also welcomed 2.5 million international visitors, an increase of 5.6% compared with the previous year, reinforcing its position as a key gateway and growth market for tourism in Africa.
In 2025, international visitor spending exceeded outbound travel spending by $3.96 billion, generating a significant net inflow of foreign exchange and underlining the sector’s growing contribution to national economic resilience and prosperity.
- Maasai Mara wins world record for epic wildlife migration
- What it will take to turn Kenya’s ‘hidden gems to brighter gems’
The T&T sector sources 19.9% of its energy from low-carbon sources, significantly outperforming both the global average of 5.9% and the African average of 2.9%, positioning Kenya among the world’s leading destinations in advancing tourism’s energy transition.
Kenya’s strong performance, strategic location and commitment to sustainable tourism have made it a natural partner for WTTC’s long-term engagement across Africa.
Growth is expected to accelerate further in 2026, with the sector forecast to contribute $241 billion and expand by 5.4%, making Africa one of the fastest-growing tourism regions globally, alongside Asia-Pacific.
Employment trends reinforce this positive trajectory. T&T supported 30.2 million jobs across Africa in 2025 and is forecast to reach 31.5 million jobs in 2026. Over the next decade, the sector is expected to create an additional 9.4 million jobs, reaching 40.9 million by 2036.
While domestic travel continues to account for around 61% of tourism spending across the continent, international demand is accelerating rapidly. International visitor spending is forecast to grow by 6.8% in 2026 to reach $80 billion.
In 2025, Africa welcomed 99.2 million international visitors, an increase of 14.1%, highlighting strong recovery momentum and substantial long-term growth potential.
