Kenya is aiming for a 27 percent increase in tourism arrivals from Uganda, building on robust regional collaboration and targeted marketing strategies. This was announced by Tourism and Wildlife Cabinet Secretary Rebecca Miano while speaking at the ongoing Pearl of Africa Tourism Expo (POATE) in Kampala, Uganda.
Miano said Kenya has seen a steady rise in visitor numbers from Uganda since the launch of a regional tourism policy last year. The initiative aims to boost bilateral cooperation and create integrated cross-border tourism experiences between the two East African neighbours.
“As one of the more vibrant tourism economies in the region, Kenya recognizes the tremendous potential presented by the Ugandan market. Our presence at the expo is a testament to this commitment,” Miano remarked.
Uganda remains Kenya’s top regional source market, contributing 9.4 percent of total tourist arrivals in 2023. Official data shows that 225,559 Ugandans visited Kenya last year. Bed-night occupancy by Ugandan tourists in Kenyan hotels also rose significantly from 95,400 to 115,500, indicating growing interest in Kenya as a travel destination.
The ministry’s current strategy positions Kenya as a value-for-money destination for Ugandans, targeting niche markets such as weddings and honeymoons, business meetings, exhibitions, retreats, and sports tourism. Miano also noted that Kenya is gaining popularity as a shopping destination, thanks to a range of international brands and shopping malls catering to regional visitors.
One of the highlights of Kenya’s tourism promotion has been the Safari Rally, which has attracted an estimated 33,000 motorsport fans from Uganda alone, further cementing Kenya’s regional appeal.
Kenya Tourism Board (KTB) Chief Executive Officer June Chepkemei highlighted the country’s commitment to deeper collaboration with Ugandan stakeholders. “We are eager to explore opportunities for jointly marketing our complementary tourism assets to encourage travellers to experience the full spectrum of East African tourism,” she said.
The Pearl of Africa Tourism Expo has drawn more than 260 exhibitors, 70 international buyers, and over 5,000 trade visitors and professionals, showcasing the potential of intra-regional tourism partnerships.
