Kenya Market Report


TOURISM Abundant wildlife and scenic landscapes make Kenya a major safari destination. Kenya boasts 60 national parks and game reserves, historical mosques and colonial-era forts. Other des- tinations include Mount Kenya, the Great Rift Valley; the tea plantations at Kericho; the coffee plantations at Tika; a view of Mt. Kilimanjaro across the border into Tanzania and beaches along the Swahili Coast. Te sector has been growing quickly as a result of various factors such diversification of tourist markets and continued government support, coupled with successful tourism promotion and political stability. Te Kenya Tourism Board (KTB) is a state corporation established


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and regulated under the Tourism Act 2011. Its mandate is to develop, implement and co-ordinate a National Tourism marketing strategy. Kenya’s tourism sector is overseen by the Ministry of Tourism and Wildlife. Te KTB is pursuing initiatives to increase the number of international tourist arrivals into the country from 1.9 to 3 million by the end of the year. Tourism is a crucial component of Kenya’s economy, contributing


significantly to GDP and employment. Prior to COVID, the sector contributed nearly 10 per cent of the country’s GDP. In 2015 Kenya welcomed 1,459,500 international visitors, generating tourism receipts of Ksh 84.6 billion. By 2019, these figures had risen significantly, with international visitor arrivals reaching


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