World Travel and Tourism Council data shows these sectors supported 1.8 million jobs World Travel & Tourism Council executive VP for advocacy, government affairs and research Najib Balala, Tourism CS Rebecca Miano and WTTC president and CEO Gloria Guevara during a meeting in Nairobi/ HANDOUT The travel and tourism sector injected Sh1.6 trillion into Kenya’s economy last year, a new industry report now indicates, underlining their importance in driving economic growth.
This is up from Sh1.2 trillion recorded the previous year, which was a 10 per cent year-on-year growth as Kenya, alongside other African destinations, reaped big from a strong global travel trend despite high inflation in some economies and reduced spending by households.
According to new 2026 Economic Impact Research data from the World Travel and Tourism Council (WTTC), sponsored by Chase Travel, Lead Research Partner, Kenya continues to strengthen its position as one of the continent's most strategically important tourism markets.
Last year’s contribution to the economy representing 9.3 per cent of national GDP, and supported 1.8 million jobs, equivalent to 8.3 per cent of total employment. This was up from the 1.7 million jobs supported by the sectors in 2024, where key sub-sectors includes aviation, travel agencies, accommodation, tour operators, niche and sustainable tourism (ecotourism conservancies and cultural heritage), hospitality and entertainment (restaurants, pubs, night life), and professional guiding.
“This dual contribution underlines tourism's role as both a major economic driver and a powerful engine of inclusive growth,” the global tourism body notes in its report. A balanced demand model, according to WTTC, underpins Kenya’s growth. International visitor spending accounted for 52.4 per cent of total tourism expenditure in 2025, reaching $5 billion (Sh647.3 billion) and slightly exceeding domestic visitor spending of $4.5 billion (Sh582.5 billion).
This, as the country welcomed 2.5 million international visitors, an increase of 5.6 per cent compared with the previous year, reinforcing its position as a key gateway and growth market for tourism in Africa. The strength of Kenya's tourism economy is further reflected in its travel and tourism trade surplus.