Kenya tourism trends shift in 2025 as leisure travel strengthens dominance over business trips – The Eastleigh Voice

KNBS data shows business travel fell to 25.2 per cent of Kenya’s international arrivals in 2025 from 26.8 per cent in 2024, while leisure rose. Overall arrivals increased 6.2 per cent to 2.55 million.

Kenya recorded a decline in the share of tourists travelling for business in 2025, even as overall international arrivals continued to grow.

According to the latest data from the Kenya National Bureau of Statistics (KNBS), business travel accounted for 25.2 per cent of total international arrivals in 2025, down from 26.8 per cent in 2024. In contrast, leisure travel strengthened its dominance, reflecting a growing preference for holiday and recreational visits.

International visitors travelling for holiday purposes made up the largest share at 47.8 per cent, up from 44.1 per cent in 2024. This was followed by other travel categories at 23.7 per cent, while transit passengers accounted for 3.3 per cent of total arrivals.

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Despite the shift in travel purpose, Kenya’s tourism sector recorded overall growth, with international arrivals increasing by 6.2 per cent to 2.55 million visitors during the year. As a result, hotel occupancy rose by 12.6 per cent, with domestic tourists accounting for 45 per cent of total bed nights, underscoring the importance of local travel in sustaining the sector.

Visitor numbers to national parks and game reserves grew by 5.7 per cent to nearly 3.95 million, supported by stronger international inflows. Nairobi National Park, Amboseli and Lake Nakuru all recorded increased visits, while Tsavo East and Tsavo West also saw gains. However, Maasai Mara experienced a notable decline in visitor numbers during the year.

Domestic tourists remained the largest group visiting wildlife attractions, increasing by 9.9 per cent to 2.56 million, while resident foreign visitors declined. Across all categories, adults formed the majority of park visitors.

In contrast, visits to museums, snake parks and historical sites declined to 1.11 million from 1.15 million in 2024. However, individual attractions such as the Nairobi National Museum and Fort Jesus recorded strong growth, indicating uneven performance across cultural tourism sites.

Conference tourism also registered strong gains, with local conferences rising by 12.9 per cent to 12,671 events, and international conferences increasing to 998. The growth was largely driven by the Meetings, Incentives, Conferences and Exhibitions (MICE) segment.