Trends that will drive tourism, travel in 2024

The removal of visa requirements for visitors, the rise of wellness and experiential travel and the digital transformation of tourism processes will be among the key factors driving up travel trends in 2024.

According to the Kenya Tourism Board (KTB), the sector has displayed encouraging signs of recovery, with the recent elections providing a stable and conducive environment for the industry and setting a positive tone for the new year.

Between January to October 2023, Kenya saw 1.6 million visitors, representing a 34 per cent increase compared to the same period in 2022, which recorded 1.2 million visitors, a significant step toward full recovery post covid.

The 2023 figures represent a 93 per cent recovery level compared to 2019 and against the global average of 84 per cent.