Kenya Engages European Diplomats to Strengthen Tourism

The Ministry of Foreign and Diaspora Affairs, in collaboration with the Kenya Tourism Board (KTB), hosted a strategic engagement with members of the diplomatic corps from Europe to explore areas of cooperation aimed at boosting tourism. The session focused on identifying opportunities for collaboration in marketing Kenya as the preferred tourism destination locally, regionally and internationally.

Tourism is a key pillar of Kenya’s economy, and the initiative supports KTB’s goal of increasing international tourist arrivals from 1.9 million to 5 million by 2027.

In 2024, Europe was Kenya’s second-largest tourism source market, contributing 28% of total arrivals with The United Kingdom, Italy, Germany, France, and Spain leading in visitor numbers from the continent.

Speaking on behalf of Ms. Judy Njau, Ag. Deputy Director General Europe and the Commonwealth, Dr. Rose Anyona emphasized the importance of deepening ties with Europe to grow tourism, strengthen air connectivity, and expand investment in the sector.

Discussions centered on enhancing destination visibility, improving connectivity, tapping into new markets, and addressing challenges such as visa processes and pricing. The Diplomatic Corps offered valuable insights and expressed interest in supporting Kenya’s tourism efforts through joint initiatives and deeper cooperation.

The engagement reaffirmed the importance of sustained collaboration between Kenya and its international partners to drive tourism growth and promote the country as a leading destination in Africa.