• Kenya remains East Africa’s top tourist destination in 2025

• International arrivals rise to 2.7 million, ahead of Tanzania

• Growth driven by visa reforms, air connectivity, rising tourism revenue

Kenya confirmed its position as East Africa's top tourist destination in 2025, outpacing Tanzania for a second consecutive year as the sector continues to recover across the continent. The country strengthened its regional lead, supported by relaxed visa rules and expanded air connectivity, while Tanzania remains on an upward trend.

According to Kenya's Ministry of Tourism and Wildlife, international arrivals rose 9% to 2.7 million in 2025, up from 2.47 million in 2024. For the full year, the country recorded about 7.9 million visitors, including 5.2 million domestic travelers.

Tourism generated nearly 500 billion Kenyan shillings (about $3.9 billion), reinforcing its strategic role in the economy. The ministry said growth was driven by a visa exemption policy introduced by the government and an increase in international air routes, which boosted the country’s appeal to foreign visitors.

Tanzania also reported solid growth, though it continues to trail its northern neighbor. The country said it received more than 2.09 million international visitors between January and November 2025, without releasing a full-year figure. In 2024, total arrivals, including domestic tourism, reached 5.3 million.

Tanzania aims to attract 8 million tourists by 2030, a level Kenya has already reached. This highlights growing competition between the two leading East African destinations as both seek to attract a larger share of international visitors.

A favorable backdrop across Africa

Beyond regional competition, both countries are benefiting from a broader positive trend across the continent. Africa is strengthening its appeal as a tourist destination, led by major markets such as Morocco (19.8 million tourists), Egypt (19 million), Tunisia (11 million) and South Africa (10.48 million).

According to the latest World Tourism Barometer published in January 2026 by UN Tourism, Africa welcomed about 81 million international tourists in 2025, up 8% from 2024. This marks the fastest growth rate of any region globally, driven in part by North Africa, where arrivals increased by 11%.

In this context, competition between Kenya and Tanzania is expected to intensify as the sector undergoes deeper structural changes. While Kenya benefits from early reforms in visas, connectivity and destination marketing, Tanzania still has significant growth potential, particularly through diversification and infrastructure development.

Over the medium term, both countries’ ability to attract more visitors will depend less on volume than on value: targeting higher-spending tourists, developing sustainable tourism and strengthening integration with regional and international air transport networks.

Henoc Dossa