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Hiiraan Online Today from Hiiraan Online: Somali Music advertisements Kenya targets bigger UK, EU tourism share at London travel exp FacebookFacebook messengerTwitterWhatsAppLinkedInTelegramEmail by FELIX KIPKEMOI Wednesday November 5, 2025 Tourism and wildlife Cabinet Secretary Rebecca Miano, with other officials, during the London expo on November 4, 2025/COURTESY Kenya has launched an aggressive campaign to expand its footprint in the high-value UK and European tourism markets through its participation at the World Travel Market (WTM) in London. The expo is taking place from November 4-6, 2025, at ExCeL London. The Ministry of Tourism and Wildlife, alongside the Kenya Tourism Board (KTB), is leading a 30-member delegation drawn from travel trade firms, as the country seeks to deepen market partnerships, boost arrival numbers and position Kenya as a diversified year-round destination. Tourism and Wildlife Cabinet Secretary Rebecca Miano, who is heading the delegation, described the United Kingdom as a key market pillar, noting it delivered 180,639 visitors in 2024, Kenya’s largest source market in Europe. "The UK has consistently demonstrated confidence in Kenya as a destination of choice, and our presence at WTM London signals our commitment to deepening this partnership," Miano said. She added that this year, they will be showcasing how Kenya has evolved into a year-round, multi-dimensional destination that extends well beyond the traditional safari narrative. The delegation's mission comes as Kenya pursues a target of 2.8 million international visitors by the close of 2025, up from 2.4 million arrivals last year. According to the UK Office for National Statistics (ONS), UK residents made a record 94.6 million trips abroad in 2024 and spent an estimated £78.6 billion (Sh13.1 trillion) on overseas travel, highlighting the market's substantial outbound travel appetite. "Europe contributed 28.1% of our international arrivals last year, and the UK forms the backbone of this critical market," Miano noted. "British travellers typically demonstrate higher per-capita spending and longer stays, maximising economic impact. Our strategy focuses on converting this quality market into volume growth through enhanced connectivity and diversified product offerings." Opinion| Privacy Policy|Sports|Somali Music|Somali Map All Rights Reserved Copyright. © 1999-2025, www.hiiraan.com
