Kenya is shifting its tourism strategy towards business events, conference tourism and data-driven marketing as it seeks to attract five million international visitors by the end of 2027.
The Kenya Tourism Board (KTB) is positioning Nairobi as East Africa’s premier destination for Meetings, Incentives, Conferences and Exhibitions (MICE), marking a strategic move away from relying predominantly on leisure travel. The approach aims to attract higher-spending business travellers, who generate greater economic benefits through increased spending on accommodation, transport, restaurants and other hospitality services.
The renewed focus comes ahead of the 16th edition of the Magical Kenya Travel Expo (MKTE), scheduled for October 6 to 8 at Uhuru Gardens in Nairobi. The event is expected to attract more than 10,000 delegates from 40 countries, making it the largest edition since its inception.
KTB Chief Executive June Chepkemei said the expo has grown beyond a tourism exhibition into a major business platform that connects international buyers with Kenyan tourism enterprises while supporting the country’s long-term tourism growth strategy.
Attendance is projected to increase by nearly 30% from last year’s 7,691 delegates. Organisers expect more than 400 exhibitors and over 250 vetted international buyers to participate in negotiations for travel partnerships and business deals.
Chepkemei said this year’s expo has been designed using consumer insights and market intelligence, with everything from buyer selection to the seminar programme informed by data. She added that KTB’s local and international marketing campaigns are increasingly driven by research, with the expo providing an opportunity to translate those insights into commercial opportunities for industry players.
Kenya MICE Association Chairman Duncan Muriuki said business events present a quicker path to growing tourism revenues than relying solely on leisure visitors. He noted that the association, through the Kenya MICE Club, is working with government and private sector partners to develop competitive bids for international conferences by offering destination incentives and a stronger value proposition.
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Muriuki added that Kenya’s modern conference facilities, coupled with attractive “bleisure” opportunities in Nairobi and Mombasa, place the country in a strong position to secure more global events while encouraging business travellers to extend their stays for leisure.
The concept of “bleisure”, where visitors combine work trips with holidays, has become an increasingly valuable source of tourism revenue as destinations seek to maximise visitor spending.
The Tour Operators Society of Kenya (TOSK) also credited government reforms, including easier visa procedures and expanded international flight connections, with strengthening Kenya’s appeal as both a business and leisure destination.
TOSK Chairman Raymond Cheruiyot said improved visa access and enhanced air connectivity have created favourable conditions for sustained tourism growth.
Kenya received an estimated 7.9 million tourists in 2025, comprising 2.7 million international arrivals and 5.2 million domestic travellers. The sector generated about Sh500 billion in revenue, reinforcing its position as one of the country’s key economic pillars.
According to the 2025 Tourism Sector Performance Report, domestic tourism continued to provide stability for the industry by cushioning it against external shocks and seasonal fluctuations while maintaining consistent demand throughout the year.
