Tourism operators are looking beyond traditional safari and beach holidays to create more visitor experiences. PrideInn Paradise Beach Resort & Spa in Mombasa/HANDOUT PrideInn Paradise Beach Resort & Spa in Mombasa/HANDOUT Kenya is looking to shift its tourism strategy from increasing visitor numbers to increasing tourist spending as operators diversify beyond traditional wildlife and beach holidays.
The sector is increasingly targeting revenue from food, culture, entertainment, sports, adventure and business events as hotels, tour firms and other tourism businesses seek to extend visitor stays and create additional sources of income. For years, Kenya's tourism industry has relied heavily on safari and beach products, with the Maasai Mara, the Coast and Mount Kenya among the country's major attractions.
Operators are now seeking to broaden the tourism offering to capture more spending on experiences beyond accommodation and traditional sightseeing. The Coast, for instance, is positioning itself for more conference tourism, entertainment, culinary experiences, sports and cultural tourism, while Nairobi continues to strengthen its role as a regional business and meetings hub.
“This presents an opportunity to diversify Kenya’s tourism proposition and grow visitor spending without losing the products that made the country globally recognised in the first place,” said PrideInn Hotels, Resorts & Camps managing director Hasnain Noorani.
“Mombasa and the wider coastal region already combine beaches, culture, history and hospitality, but there is considerable room to grow conference tourism, events, entertainment, sports, culinary tourism and other experiences that can attract visitors throughout the year.” The diversification could also help address the industry's seasonal nature by creating demand outside traditional peak holiday periods.
Kenya recorded about 2.4 million international arrivals in 2024, generating Sh452.2 billion in tourism earnings, according to government data. More recent planning figures put arrivals at about 2.42 million in the 2024/25 financial year, with earnings rising to approximately Sh458.2 billion.