Kenya is intensifying efforts to position itself as a leading sports and wellness tourism destination following record growth in the country’s tourism sector.
According to data released by the Ministry of Tourism and Wildlife on Saturday, August 15, Kenya welcomed 2.76 million international visitors in the 2025/26 financial year, representing a 9.8 per cent increase from 2.52 million visitors recorded in 2024/25.
The latest figures mark a significant rise from 1.21 million arrivals in 2021/22.
Tourism revenue also reached a record Ksh564 billion during the period under review, up 18.7 per cent from Ksh476 billion recorded the previous year.
Earnings have more than doubled from Ksh224 billion posted in 2021/22.
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Domestic tourism also continued its upward trajectory, with bed nights increasing to 5.15 million from 5.02 million in 2024/25, reflecting growing local demand for travel and hospitality services across the country.
International arrivals increased from 1.21 million in 2021/22 to 1.76 million in 2022/23, before rising further to 2.34 million in 2023/24 and 2.52 million in 2024/25.
Tourism revenue similarly grew from KSh 224 billion to Ksh297 billion, Ksh410 billion and Ksh476 billion over the same period before reaching the current record of Ksh564 billion.
Tourism Cabinet Secretary Rebecca Miano said the performance provides Kenya with an opportunity to expand the country’s tourism offerings beyond its traditional attractions.
The government said it is now focusing on diversifying tourism products by promoting sports and wellness experiences that leverage Kenya’s global reputation in athletics and its diverse natural landscapes.
"With Kenya welcoming over 2.76 million international visitors and total tourism activity surging to 7.9 million, generating a record Ksh564 billion- our tourism sector is experiencing unprecedented growth.
"As we welcome this booming wave of global travelers, we’re diversifying our tourism experiences beyond safaris and coastal getaways. We warmly invite you to consider exploring our world-renowned athletics and wellness destinations," she wrote.
The government believes the country’s athletic heritage, combined with its wellness facilities and scenic environments, presents an opportunity to attract a growing segment of travelers seeking active and health-focused experiences.
"From altitude training in the legendary high-altitude havens of the Rift Valley to serene wellness retreats across our scenic landscapes, experience the endurance, energy, and restorative spirit that make Kenya the ultimate destination for active travel," she added.
This comes weeks after Kenya Wildlife Service (KWS) announced a significant rise in visitor numbers to the country's national parks and reserves.
In a statement on Friday, July 31, the agency said the surge in local visitors has also translated into a sharp increase in revenue.
KWS said the gains in revenue have been driven by strategic improvements in marketing, better revenue collection systems, and the continued rise in domestic tourism.
"Kenya Wildlife Service has recorded a threefold increase in revenue - driven by stronger marketing, improved revenue management, and the continued growth of domestic tourism," the statement read.
KWS Director General Prof. Erustus Kanga said Kenyans continue to play a central role in conservation efforts, noting that domestic tourists now account for the majority of visitors to the country's protected areas.
He revealed that national parks and reserves have welcomed a record 3.5 million visitors this year, highlighting growing public interest in wildlife and natural heritage.
"This year alone, 3.5 million visitors have experienced Kenya's national parks and reserves, up from 2 million, a testament to growing public appreciation for our natural heritage," the statement added.
KWS credited the milestone to the commitment and sacrifice of its rangers, praising the officers for their dedication to protect Kenya's wildlife.
"These milestones would not have been possible without the unwavering dedication of our rangers, the men and women on the frontlines who protect Kenya's wildlife and wild spaces every day," the statement concluded.
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