Kenya has set its sights on deepening its footprint in the lucrative UK and European tourism markets as it leads a robust delegation to the World Travel Market (WTM) 2025 in London. The annual event, which opened on Tuesday, November 4, has drawn over 46,000 international industry players, including tourism boards, airlines, tour operators, travel media, and investors.
Leading the Kenyan delegation is Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, who is joined by over 30 travel trade professionals from across the public and private sectors — including representatives from Kenya Tourism Board (KTB), Kenya Airways, tour operators, and hospitality brands. “The UK has consistently demonstrated confidence in Kenya as a destination of choice, and our presence at WTM London signals our commitment to deepening this partnership,” said Rebecca Miano during the opening day of the fair.
She emphasized that Kenya’s tourism strategy is built on diversification, sustainability, and innovation, ensuring the country remains competitive and attractive to high-value travelers seeking authentic African experiences. The United Kingdom remains one of Kenya’s top three international source markets, contributing significantly to visitor arrivals each year. In 2024, the UK accounted for a substantial share of inbound tourists, reaffirming its role as a strategic market for Kenya’s tourism growth, contributing 180,639 visitors in 2024. Kenya now aims to attract 2.8 million international arrivals by the end of 2025, up from 2.4 million last year, reflecting a broader continental ambition to expand Africa’s share of global tourism.
According to the UK Office for National Statistics, British travellers spent £78.6 billion (about $101 billion) on overseas trips in 2024, underscoring the immense opportunity Kenya hopes to tap into. Kenya Airways’ presence at the fair further reinforces efforts to boost direct air access between Nairobi and major European cities such as London, Paris, Amsterdam, and Frankfurt, making Kenya more accessible to long-haul travelers. Kenya’s participation at WTM London underscores its ambition to grow European arrivals, strengthen partnerships with tour operators, and promote new travel products designed for both leisure and business travelers.
