By 2026, 60% of travellers’ spend in Kenya will be on luxury travel. This is more than a 20% increase over 2019 figures where travellers spent 39% on luxury travel.

This is according to Magical Kenya, the country’s official marketing agency.

The agency noted in a statement on its website that millennials and Gen Zs were emerging luxury travellers who should be targeted.

“So in your bucket list for this segment; consider the following in your packaging; inspiring activities like walking safaris, community experiences, and others that keep them engaged. The bottom line to winning this segment is allowing them to fully immerse themselves in the community and live like a local,” reads the statement.

Increased arrivals

Tourist arrivals in Kenya increased by 35% to 680 000 between January and May this year compared with last year.

Jomo Kenyatta International Airport received 470 000 travellers, representing 25% growth.

“Holiday is the leading reason for entry into the country with 260 000 visitors contributing 38.7% of the arrivals,” Magical Kenya said.

Africa was the top source region with 300 000 arrivals, followed by the US with 85 186 arrivals, it added.