The year 2024 began by riding on the successes of the previous year. According to Data from the Kenya National Bureau of Statistics, the country recorded 2.09 million tourists in 2023, a 35.4 per cent increase from the 1.54 million tourists who visited the country in 2022. Due to the large number of tourists, bed nights increased to 8.6 million in 2023.
By the end of 2024, Kenya was poised to receive more than three million visitors with industry leaders projecting arrivals to hit the five-million mark by 2027.
However, higher visitor numbers may be hampered by the electronic travel authorisation (eTA) that came into effect in January 2024. This followed President William Ruto’s declaration that entry to Kenya was going to be “visa-free” especially for fellow Africans.
A visa by any other name?
The program requires all visitors to apply for the travel authorisation before coming to Kenya on the specific dates and through the flights indicated on their application at a cost of $34 per person, children included.
Unfortunately, the new system has come under criticism, with some terming it a visa by any other name.
In addition, all visitors including those from African countries that were not required to pay for a visa under the previous travel regime are now required to pay to enter the country. Some of these countries have threatened to introduce reciprocal measures.
Due to the additional bureaucracy presented by the new travel measures, Kenya dropped from position 29 in 2023 to position 46 last year in Africa’s Visa Openness Index compiled by the African Development Bank.
Noting the related complications brought about by the new travel requirement, the last cabinet meeting of 2024 resolved to review the travel authorisation, with Tourism cabinet secretary due to hold a stakeholders’ meeting over the issue this month.
New hotels open
There were positive developments within the country’s hotel industry following the W Hospitality’s projections of 31 hotel developments in Kenya during 2024 that would add 4,268 rooms to the market.
W Hospitality is a premier organisation that specialises in the hotel, tourism and leisure industry in Africa.
In March 2024, JW Marriott Hotel Nairobi opened in the city’s GTC tower. The 35-storey hotel, the tallest in Nairobi, adds 315 beds and 51 serviced apartments. The year saw other hotel openings including the 211-room Glee Hotel along the Northern Bypass.
Others include the rebranded 162-room Pullman hotel in Upper Hill, and the M Gallery with 105 rooms in the diplomatic zone of Gigiri. TUI Group, a German global leader in the tourism sector, was planning to enter the local market by constructing the TUI BLUE Watamu, a 124-room hotel in Kilifi.
In July, Treetops Lodge, Kenya’s hotel of superlatives and the haunt for young Princess Elizabeth in 1952 reopened after a three-year hiatus due to Covid-19 pandemic.
New airlines flt in
In the aviation sector, the country saw two global airlines either commence or resume flights to the country. In June, Air Brussels, Belgium’s flag carrier and the largest airline of Belgium resumed flights into Nairobi after a nine-year hiatus.
The airline, a member of the Lufthansa Group and Star Alliance, will enhance connectivity between Kenya and Belgium, marking the first time the airline was landing into Kenya after having served the Nairobi route between 2002 and 2015.
“The other way around we offer connections to Europe and beyond via Brussels to let Kenyans explore the world, study, or grow their businesses,” said Brussels Airlines chief executive officer Dorothea von Boxberg.
November saw Air Asia X, Air Asia’s low-cost carrier commence flights to Nairobi with an introductory fare of Sh25,788 to “cater for Kenyans who have had no flying experience”. The flights are being served by the airline’s A330 planes starting with four weekly flights.
Kuala Lumpur will serve as a key gateway for tourists from Nairobi, granting them direct access to Malaysia’s vibrant attractions, including its cultural landmarks, scenic landscapes, and thriving culinary scene.
“This new route will play a crucial role in Kenya’s tourism growth and create new connections for travellers,” said the airlines chief executive officer, Benyamin Ismail.
Digital nomads permit
In October the government announced yet another digital travel authorisation for transit visitors and those with long connection times. Under the new travel regime, visitors on transit with long connection times will be able step out of the airport and explore a bit of the city rather than wait at the airport’s terminals.
Such travel interludes will be enough for travellers to visit Nairobi National Park, the animal orphanage, Nairobi Safari Walk, shop in the city’s malls, and sample Nairobi’s culinary scene, activities that require short durations.
In the same month, the president announced a new work permit designed to allow digital professionals to live and work in Kenya. The digital nomad work permit will allow foreigners to settle anywhere in Kenya and enjoy the country’s natural beauty and high-quality lifestyle.
More Trends in 2025
While Kenya has a fully developed bush and beach tourism products, emerging trends such as sustainability, culture, health and wellness will shape the travel industry in 2025 by promoting authentic, sustainable, and health-focused travel experiences.
It is hoped that players in the industry will adapt to these trends for Kenya to be well-positioned in attracting and retain travellers and stave off competition from other countries in the region.