Kenya is targeting a 15 to 20 per cent growth in tourism business following its participation in major international travel trade events, including World Travel Market (WTM) London 2026, as the country intensifies efforts to reassure international visitors and strengthen its destination marketing.
According to travelnews.africa, Kenya Tourism Board (KTB) Chief Executive Officer, June Chepkemei, has urged governments to ensure that travel advisories are evidence-based, proportionate and regularly reviewed to reflect prevailing conditions in the country.
Chepkemei stated that Kenya remains a safe, welcoming and diverse destination, offering excellent experiences and authentic hospitality to all travellers. She emphasised that accurate and updated travel advisories are essential for supporting informed travel decisions and maintaining confidence in the destination. The KTB CEO encouraged governments and industry partners to ensure advisories are regularly reviewed and based on current facts.
Industry stakeholders addressed concerns following the reported Ebola (Bundibugyo virus) case in Kenya. According to the Kenya Ministry of Health and WHO Africa, nine confirmed cases were detected in October 2026, all linked to a single chain of transmission with no evidence of community spread. The last new case was reported on 19 October, and the outbreak is considered contained, with the final contacts monitored until 11 November. There is no ongoing Ebola outbreak in the community, and official sources confirm that all cases were managed under international protocols.
Lake Nakuru Lodge Marketing Director Joseph Muya urged international stakeholders to adopt a balanced approach to travel advisories and avoid unnecessarily harsh measures that could undermine confidence. He noted that European market interest remains strong and that travel agents have not raised significant concerns about the Ebola situation. Muya called for responsible communication and collaboration to support tourism growth.
Kenya Association of Hotelkeepers and Caterers (KAHC) CEO Mike Macharia reported 15–20 per cent year-on-year business growth among members, with an increase in higher-net-worth visitors. Macharia highlighted the need for consistent investment and predictable funding for KTB to support private sector marketing. For comparison, South African Tourism operates with an annual marketing budget of about USD 70 million, while the Rwanda Development Board and Tanzania Tourist Board have budgets of approximately USD 6 million and USD 5 million respectively. Kenya’s funding model and budget size were not published.
Macharia attributed Kenya’s competitiveness to government investment in infrastructure and stressed that sustained destination marketing is vital for converting international interest into bookings and arrivals. He called for predictable funding to allow KTB to plan and support the private sector in attracting more business.
Kenya Association of Tour Operators (KATO) CEO Fred Kaigua described the outlook as positive, citing rising visitor numbers and increased visibility through international trade events. Kaigua advised the industry to respond to travel advisories with facts and reassurance, noting that advisories are a regular part of the sector and should be addressed with accurate information. He emphasised the importance of consistent engagement in source markets and maintaining a strong marketing profile.
Open questions remain about official Kenya tourism statistics for 2026, the ETA fee and process for African travellers, and the current UK FCDO and US State Department advisory levels for Kenya. No official data was published on these points. Agencies should check with suppliers and official sources for the latest entry requirements, health updates and booking advice.
The outlook for Kenya’s tourism sector is cautiously positive. The country’s participation at WTM London 2026 with over 40 trade partners has strengthened its international profile. With evidence-based advisories, responsible communication and predictable marketing investment, Kenya is well positioned to convert global interest into sustained growth for leisure, business, group and MICE travel in the coming year.
