The World Travel & Tourism Council (WTTC) released its 2024 Economic Impact Report (EIR), revealing a groundbreaking year for Kenya’s travel and tourism industry. In 2023, the sector contributed an unprecedented KES 1TN to the country’s economy, a testament to its remarkable resilience and recovery. Employment within the sector surged by 6%, reaching a new high of 1.55 million jobs, equivalent to one in every 13 jobs nationwide. This surge in employment demonstrates the sector’s significant contribution to Kenya’s workforce.
Domestic tourism expenditures also reached record levels in 2023, surpassing the previous high by nearly 15% and exceeding KES 466BN. This strong performance showcases the growing appeal of domestic tourism within Kenya. While international visitor spending has yet to surpass its peak in 1999, reaching KES 266BN, the sector remains optimistic about its future growth.
Julia Simpson, President & CEO of the WTTC, stated, “The recovery of Kenya’s Travel & Tourism sector is a testament to its resilience. Achieving record-breaking growth across economic contribution, jobs, and domestic visitor spending highlights the sector’s vital role in the nation’s economy.” She further emphasized the sector’s strong future prospects, citing substantial opportunities for growth and development over the next decade.
Looking ahead, the WTTC forecasts a 9% annual growth for the tourism sector in Kenya. This growth is expected to boost the sector’s economic contribution to nearly KES 1.15TN and increase the number of jobs supported to over 1.6 million, accounting for approximately 8% of all jobs in Kenya. Domestic tourist spending is predicted to reach KES 521BN, further driving the industry forward. However, international visitor spending is projected to remain below its previous maximum, estimated at KES 289.5BN.
The WTTC projects a promising future for Kenya’s tourism sector over the next decade. With appropriate government support, the sector could contribute KES 1.7TN to Kenya’s GDP by 2034, representing 7.4% of the national economy. This growth could potentially support over 2.2 million jobs across the country. These projections highlight the significant potential of the travel and tourism sector to fuel Kenya’s economic development and create valuable employment opportunities in the coming years.
