The World Travel & Tourism Council (WTTC) reveals that Africa is entering a new era of tourism growth, with Travel & Tourism (T&T) outperforming the wider economy and positioning the continent among one of the world’s fastest-growing regions in 2026.
According to new 2026 Economic Impact Research (EIR) data from 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. T&T contributed $12.7 billion to Kenya’s economy in 2025, representing 9.3% of national GDP, and supported 1.8 million jobs, equivalent to 8.3% of total employment. This dual contribution underlines tourism’s role as both a major economic driver and a powerful engine of inclusive growth.
Kenya’s growth is underpinned by a balanced demand model. International visitor spending accounted for 52.4% of total tourism expenditure in 2025, reaching $5 billion and slightly exceeding domestic visitor spending of $4.5 billion. The country also welcomed 2.5 million international visitors, an increase of 5.6% 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 & Tourism trade surplus. In 2025, international visitor spending exceeded outbound travel spending by $3.96 billion, generating a significant net inflow of foreign exchange and underlining the sector’s growing contribution to national economic resilience and prosperity.
Kenya is also emerging as a global leader in sustainable tourism. The T&T sector sources 19.9% of its energy from low-carbon sources, significantly outperforming both the global average of 5.9% and the African average of 2.9%, positioning Kenya among the world’s leading destinations in advancing tourism’s energy transition.
Kenya’s strong performance, strategic location and commitment to sustainable tourism have made it a natural partner for WTTC’s long-term engagement across Africa. During this week, WTTC visited the country and held high-level meetings with senior government officials and tourism stakeholders, including Hon. Rebecca Miano, Minister of Tourism and Wildlife, the Kenya Tourism Board and representatives from the public and private sectors.
Africa’s Tourism Growth Continues to Accelerate
Kenya’s success story is part of a broader transformation taking place across Africa. WTTC’s latest research shows that T&T contributed $228 billion to Africa’s economy in 2025, representing 7.0% of regional GDP and growing by 5.0%, significantly outpacing the wider economy, which expanded by 3.5% as well as the global average of 4.1%.
Growth is expected to accelerate further in 2026, with the sector forecast to contribute $241 billion and expand by 5.4%, making Africa one of the fastest-growing tourism regions globally, alongside Asia-Pacific.
Employment trends reinforce this positive trajectory. T&T supported 30.2 million jobs across Africa in 2025 and is forecast to reach 31.5 million jobs in 2026. Over the next decade, the sector is expected to create an additional 9.4 million jobs, reaching 40.9 million by 2036.
While domestic travel continues to account for around 61% of tourism spending across the continent, international demand is accelerating rapidly. International visitor spending is forecast to grow by 6.8% in 2026 to reach $80 billion. In 2025, Africa welcomed 99.2 million international visitors, an increase of 14.1%, highlighting strong recovery momentum and substantial long-term growth potential.
Realising the full potential of T&T across Africa will depend on continued progress in key areas, including:
- Visa facilitation and processing to improve access and stimulate international demand
- Improved connectivity through aviation, transport, and regional integration
- Secure and seamless travel enabled by digital and biometric solutions
- Infrastructure modernisation to support quality growth at scale
- Tourism product development and diversification to expand visitor experiences, increase length of stay, and strengthen destination competitiveness
- Investment in workforce development, skills training, and talent retention to build a future-ready tourism workforce
- Greater adoption of technology to enhance traveller experiences and operational efficiency
Gloria Guevara, WTTC President & CEO, said: “Africa is now one of the fastest-growing tourism regions globally, and Kenya is helping lead that momentum. With a strong economic contribution, a balanced demand model and clear leadership in sustainable tourism, Kenya demonstrates what long-term Travel & Tourism success can look like.
WTTC is proud to continue strengthening its engagement with Kenya and Africa, amplifying the region’s voice on the global stage, and supporting efforts to unlock the immense potential of Travel & Tourism as a driver of jobs, investment, and sustainable economic growth.”
