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Hon. Najib Balala, EGH
CS, Ministry of Tourism & Wildlife

Ministry of Tourism Tourism Research Institute

& Wildlife
This report gives overall performance
of Kenya’s tourism sector in 2019
highlighting mainly:

•  International tourist arrivals,

•  International Arrivals Receipts
•  Domestic tourism performance
•  Drivers of Tourism Growth in 2019
•  Global Tourism Performance in 2019
•  Tourism Trends for 2020 and Beyond
METHODOLOGY
International Arrivals Data
The basic source of data for international tourist arrivals is
the Department for Immigration and Border
Management captured through the PISCES software
(Personal Identification Secure Comparison and
Evaluation System).

International Tourist Receipts/Visitor Exports

“Data on receipts and expenditure related to
international tourism are generally gathered in the
framework of the Balance of Payments under the items
'Services, Travel, Credit and Debit' (International Tourism
Receipts and Expenditure)” UNWTO.
Domestic Tourism
This is reported by way of domestic bednights. Data on
this is obtained from tourist accommodation facilities
collaboratively with Kenya National Bureau of Statistics.
INTERNATIONAL VISITORS ARRIVALS |1OF 4
INTERNATIONAL VISITORS ARRIVALS |2 of 4
International Visitors Arrivals |3 of 3
International Visitors Arrivals |3 of 4
International arrivals for 2019 by points of
entry in comparison with 2018
Entry through Jomo Kenyatta International
Airport and Moi International Airport
registered substantial growth of 6.07% and
8.56% respectively compared with the
overall growth of 1.167%.

The other entry points registered a decline

most significantly the land borders at
-12.69%.

This is an indication that air connectivity will

continue to be a major driver for growth of
international arrivals.
 TOP 20 SOURCE MARKETS FOR
2019 IN COMPARISON WITH 2018
REGIONAL RANKING OF SOURCE MARKETS
FOR 2019 IN COMPARISON WITH 2018
INTERNATIONAL ARRIVALS BY AGES
INTERNATIONAL ARRIVALS BY PURPOSES OF VISIT
INTERNATIONAL ARRIVALS RECEIPTS
 DOMESTIC TOURISM

4,955,800 10.4%
4,489,000
bednights - 2019 growth
bednights - 2018
 DRIVERS OF TOURISM GROWTH IN 2019 | 1 of 5

•  Global Online consumer •  Global travel trade

campaigns on Google, exhibitions including MKTE in
Online Travel agencies such Nairobi, ITB Berlin, ITB Asia in
as Travel Zoo, on Aljazeera Singapore, WTM London,
and CNN Online and WTM Africa in Cape Town,
Continuous Digital consumer OTM in India, and USTOA,
advertising campaigns on USA.
Expedia and Tripadvisor and •  Domestic Campaigns
on social media and Google themed
search. “TembeaKenyaNaMimi”
•  Joint marketing campaigns through TV, digital platforms
with travel trade associations and radio. MARKETING
such as APTA, SATOA, ATTA, in •  Destination profiling events EFFORTS
key markets. for global PR campaign to
•  Travel trade road shows in leverage on positives
the UK, India, USA and China around the destination e.g
markets showcasing Kenya Golf Open, NY
experiences and services by Marathon and Ineos 1:59
the private sector players. Challenge.
•  Refreshed brand –
“EmbraceMoreMagic”
 DRIVERS OF TOURISM GROWTH IN 2019 | 2 of 5

Positive developments on this front in 2019 include

the following:
•  After resuming flights between Paris and Nairobi in
2018, Air France in March 2019 increased its flights
frequency from three to five weekly. The French
market has also seen growth as others like UK decline.
•  Qatar Airways started direct flights from Doha to
Mombasa in December 2018. This was expected to
serve various markets, Doha being a major
connection hub.
•  Ethiopian Airlines increased flights frequency to
Mombasa from one to two daily in the year. GROWTH IN
•  TUI and Neos increased their charter flights to Moi THE AVIATION
International Airport further boosting arrivals to via SECTOR
MIA.
•  The commencement of direct flights between Nairobi
and New York by Kenya Airways in October 2018 has
contributed to the sustained growth of the American
market.
 DRIVERS OF TOURISM GROWTH IN 2019 | 3 of 5

POLITICAL
STABILITY

The country experienced continued political

stability throughout the year. The tourism
environment has enjoyed the stability and
consequently contributed to the recorded
growth.
 DRIVERS OF TOURISM GROWTH IN 2019 | 4 of 5

The security situation remained stable in the

year with sustained investment in the same SECURITY
SITUATION
by the Government. Only one terrorist
attack, the Dusit2 early in the year directly
affected tourism.
DRIVERS OF TOURISM GROWTH IN 2019 | 5 of 5

The latest World Bank Ease of Doing

Business report shows that in 2019, Kenya
improved five positions to 56 globally on
attractiveness to investors up from 61 in
2018.

This has been pegged on among others,

automation of systems that have made
starting business in Kenya easy and a
commitment by the Government to
continue adopting a robust regulatory EASE OF DOING
framework and improve the business BUSINESS AND
environment. INVESTOR
CONFIDENCE
The recorded growth was however slower than targeted and
this can be attributed to factors key among them being:

•  Dusit d2 terrorist attack in January 2019

and subsequently reinstatement of
some travel alerts where advisories had
been lifted in 2018.
•  The financial years 2018/19 and 2019/20
saw a decline in budgetary resources
available for tourism development and
marketing.
•  Generally slowed down growth globally.
UNWTO reported that tourism in Sub-
Saharan Africa overall was growing at
1% up to September of that year and
globally, the rate of growth slowed
down from 6% in 2018 to 4%.
GLOBAL TOURISM PERFORMANCE IN 2019

INTERNATIONAL GLOBAL AVIATION GLOBAL TOURISM

ARRIVALS GLOBALLY TRENDS RECEIPTS
International tourist European carriers showed a
According to UNWTO
arrivals grew 4% in strong turnaround in 2019
Tourism Barometer, data
January-September 2019 driven by higher cash flow
reported by 127 world
compared to 6% growth generation from operating
destinations for January-
recorded in 2018, which activities. In Africa and Middle
September 2019 point to
is in line with the annual East, passenger traffic grew
an increase in international
average of 4% of the last by 9.9% year-on-year. The
tourism receipts across
ten years (2008-2018). Americas recorded a 2.4%
most regions. 78% (99
North Africa grew by 10% decline in air passenger
destinations) saw an
while Sub-Saharan Africa volumes fuelled by increasing
increase in international
grew by 1% which is uncertainty in the socio-
tourism earnings
comparable to the economic and political
compared to the same
growth in destination backdrop in some of the
period last year, while 22%
Kenya. (UNWTO) region’s key economies.
experienced a decrease.
(IATA)
TOURISM TRENDS FOR 2020 AND BEYOND | 1 of 8
Growth of Free
Independent Travel
Free Independent Travel accounts for 36.1% of international
visitors to Kenya. It is gaining popularity due to:
•  Personal freedom as opposed to being ‘’tied down’’ to a
group of friends, family or partner.
•  Personal growth from solo adventure experience.
•  Wanting to maximize ‘’me-time.
•  Opportunity to meet new people and often make friends.
Some are young singles looking for social activities or to find
a partner.
•  Some widowed seniors use long-term hotel stays or cruises
as a luxurious alternative to conventional elderly care
facilities.
Tourism service providers should maximise this potential by:
•  Offering packages like professional, personalized one-on-
one tours
•  Ensuring safety, trustworthiness and destination reliability.
TOURISM TRENDS FOR 2020 AND BEYOND | 2 of 8
Increased Concern for
Value for Money

This is fuelled by various factors including:

•  Last-minute offers on the internet.
•  An array of price comparison tools at
travellers’ disposal.
•  Reading former guests online reviews.
It has resulted in a maximizing type of
traveller. There is more sensitivity to value for
money and destinations’ price rating.
TOURISM TRENDS FOR 2020 AND BEYOND | 3 of 8
Search for Novel
Experiences

27% of holidaymakers are seeking to visit

a new destination/country and almost a
third (32%) are expecting to visit a new
resort or city with more seeking for
adventure” (ABTA).
TOURISM TRENDS FOR 2020 AND BEYOND | 4 of 8

Food as a Key Element

of Tourists’ Experience

Gastronomy is increasingly
becoming a central part of the
tourist’s experience as
opposed to being a supporting
experience. There is need for
innovation in gastronomy, offer
organic & special diets and
observe high levels of hygiene.
TOURISM TRENDS FOR 2020 AND BEYOND | 5 of 8
Search for Genuine,
Authentic Tourism
Experiences

Tourists want flexibility where they can

book products while at the destination as
opposed to rigid predetermined
packages. From enjoying local cuisine to
celebrating regional festivals and
holidays, local experiences are set to
become some of the top tourist trends to
watch. The more closely an experience
can be tailored to a client’s desires and
expectations, the more likely they are to
return and to use the same service again. 
TOURISM TRENDS FOR 2020 AND BEYOND | 6 of 8
Convenience Through
Technology, Artificial
Intelligence and
Automation

AI is revolutionising travel and tourism (eye-

catching example is Connie, the Hilton
Hotel chain’s robot concierge). Many
customers now book their travel and
accommodation with the help of internet
chatbots which can handle queries and
assist with information, reduce traffic and
provide real-time feedback.
TOURISM TRENDS FOR 2020 AND BEYOND | 7 of 8

Accessible Tourism
To include people with physical and
intellectual disabilities
Accessible tourism looks beyond the
number of people with physical and
intellectual disabilities, to encompass all
those with mobility needs — including
seniors and babies across the human
lifecycle.
 TOURISM TRENDS FOR 2020 AND BEYOND | 8 of 8

Shortening The Booking Window

The drive towards an omni
channel presence is
directing influencers from
social media into the tour
operator space, leveraging
their communities to launch
tours that are curated and
more personalised.
Examples is the Instagram-
only app called Six Travel,
where you can book hotels
directly on Instagram from
influencers’ stories or via a
link in their bio.