Kenya is targeting a 16.8 per cent rise in tourist arrivals from the United Kingdom by the end of the year, The Star reported. The goal is 199,645 UK visitors, up from 170,936 in 2025. The government is stepping up efforts to draw more visitors from Europe.
The plan relies on more international marketing, airline partnerships and wider travel trade engagement. The aim is to turn growing interest in Kenya into actual bookings. Kenya Tourism Board (KTB) CEO June Chepkemei said the country was using the ongoing World Travel Market (WTM) London 2026 to strengthen partnerships and promote lesser-known destinations.
Chepkemei said Kenya was selling itself as more than a wildlife safari destination. The pitch combines coastal tourism, culture, adventure, wellness and community-based experiences. "Visitors can combine wildlife, coast, culture and adventure in one destination," she said. She added that the campaign would also tackle affordability, safety perceptions and sustainability, all of which shape travel decisions.
More than 40 Kenyan tourism trade partners are taking part in the London exhibition. They are marketing the country's attractions and seeking deals with international tour operators and travel agents. Beyond the show, KTB is running targeted digital campaigns and offering competitive tourism packages. It also wants Kenya seen as a year-round destination, not just a safari-season stop.
The UK remains one of Kenya's key source markets. Europe accounts for 28.67 per cent of international arrivals, making it the second-largest source market after Africa, according to The Star. A total of 691,194 European visitors travelled to Kenya in 2025.
Tour operators at the event said WTM London gives Kenya an important platform to reposition its products for European travellers. Kathryn Hardman, sales and planning director at True Adventure, said Kenya already has a strong reputation in adventure and wildlife tourism. She said the country could grow its market share further through more varied experiences, better accessibility and continued investment in new products.