These days, it is common to hear the claim that Kenya’s tourism is old-fashioned and that youth represents the future of the industry.
While it is true that younger generations will shape future travel trends, this narrative overlooks a critical economic reality: the so-called “old” tourist, particularly the empty nester, possesses significant surplus income and a strong willingness to spend.
Evidence of this can be seen across global tourism sectors. Luxury cruise ships, for example, are sustained largely by the greying market—travelers who have accumulated wealth over decades and are now investing it in high-quality leisure experiences.
Having completed their primary earning and child-rearing years, these individuals are uniquely positioned to travel frequently, stay longer, and pay premium prices.
Safaris are often dismissed as outdated or niche products, yet this perception does not align with market behavior. Destinations such as the Maasai Mara, Amboseli, and Laikipia continue to attract repeat visitors year after year, many returning multiple times annually.
These travelers routinely pay top-tier rates for accommodation, conservation fees, and bespoke experiences.
The question, therefore, is not why elderly couples might spend USD 1,800 per night on safari, but why such high-yield demand would ever be considered problematic.
God has blessed Magical Kenya with world class beach stretches protected from shark attacks by natural coral reef, wildlife flora & fauna that is extinct in other places. Real safari can only be experienced in 7 countries. We are part of G Safari Seven.
Senior travelers are among the most economically valuable segments of the tourism market.
They prioritize comfort, exclusivity, low-density environments, and personalized service—preferences that translate directly into higher per-guest yields and more sustainable tourism models.
Contrary to popular assumptions, established wealth often favors tranquility over noise, depth over novelty, and quality over volume.
This does not suggest that tourism should ignore younger travelers. On the contrary, a resilient and future-oriented industry must strike a balance. Attracting Gen Z travelers while simultaneously catering to the high-yield greying and empty-nest market is both possible and necessary.
Ultimately, money has no age, color, or creed, and tourism strategies grounded in economic realism rather than generational bias are best positioned for long-term success.
As always, I choose to remain an optimist.
By Mohammed Hersi
Mombasa
