India enters Kenya’s top 5 markets as arrivals grow 31%
June Chepkemei, Chief Executive Officer, Kenya Tourism Board-1
Kenya is looking to turn India’s growing appetite for Africa into a larger, longer and higher-value tourism opportunity. India has emerged as one of Kenya’s top five global source markets, the ambition now is to position Kenya for stronger growth across leisure, luxury, MICE, weddings, and the emerging digital-nomad segment.
June Chepkemei, Chief Executive Officer, Kenya Tourism Board, shared with T3 the destination’s India strategy, evolving traveller trends and the push for quality-led growth.
India moves into Kenya’s top 5
The growth from India has been significant. Arrivals increased from over 106,000 in 2024 to more than 140,000 in 2025, representing 31% growth. “We hope to grow that by another 64,000 visitors, which brings us close to 200,000,” Chepkemei said. The focus now is on augmenting that growth rather than simply maintaining the existing base.
Globally, Kenya currently records 2.7 million inbound arrivals and is targeting approximately 5.5 million by the 2027–28 financial year, which runs until June 2028.
Africa remains Kenya’s leading source region, along with Europe, America and India. While the traditional Tier 1 Indian cities continue to perform strongly, Kenya is increasingly seeing new growth emerging from Tier 2 markets.
“Those markets are bringing a new demographic of Indian travellers with greater disposable income,” shared Chepkemei. “Group travel is growing, while younger and more adventurous travellers are showing a greater willingness to explore international destinations.”
Seven days, higher-value travel
The profile of the Indian visitor to Kenya is evolving beyond conventional leisure travel. “We are seeing an Indian traveller who is spending more, staying longer, travelling more for leisure and luxury,” Chepkemei said.
The destination is also seeing Indian digital nomads who want to combine work and leisure, alongside growing interest in MICE and group travel. Honeymoons remain an important segment, but Kenya is also beginning to emerge as a wedding destination for Indian travellers.
For Kenya Tourism Board, the opportunity is not simply about increasing arrivals but encouraging visitors to stay longer and spend more. Kenya is targeting an increase in the average length of stay to at least seven days.
Alongside this, the destination wants average visitor spend to rise from the current level of around KSh 300,000 per stay. “On a balance of quality and quantity, we are looking for quality. People who can spend more.”
“We can grow that slightly higher, especially for the MICE tourists,” Chepkemei said. MICE is emerging as a particularly significant opportunity, with Kenya looking to build on new infrastructure. One of the key developments is the Bomas International Convention Centre, which has been backed by government investment and is now ready to open in January 2027.
“For us, we believe that MICE will give us slightly over 500,000 arrivals annually. So, we believe that awareness has not been optimised as it should be.”
From perception to product knowledge
One of Kenya’s challenges in India, Chepkemei mentioned, been a combination of destination perceptions, cultural biases and limited access. “But we are seeing a new crop of younger, well-educated, well-travelled Indians beginning to see Africa and Kenya for what it truly is.”
Access, however, remains an important consideration. Kenya is therefore looking at engaging with Indian carriers to increase direct connectivity, while also seeking to strengthen the role of Kenya Airways, with the aim to support both outbound and inbound connectivity with India, including opportunities from Tier 2 cities.
Kenya Tourism Board, through BrandIt India, its India MDR, is strengthening market engagement and mobilising the travel trade . “We believe that the campaign that we are soon rolling out in India will help us now push that awareness to a level that will grow the numbers.”
Trade engagement is already being strengthened through online training and a travel specialist digital programme. BrandIt is also conducting training across the Indian market, while Kenya has undertaken roadshows and is preparing to roll out an intensive incentive programme and mega FAM trips aimed at strengthening product knowledge.
The sporting identity of Kenya is also set to gain another international platform, with Kenya having been selected to host the World Athletics Championship in 2029, ahead of bigger destinations including London. “Which goes to show that as a destination we are increasingly becoming globally competitive,” Chepkemei said.
