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."
Aviation expansion has emerged as a game-changer for UK-Kenya connectivity, with Kenya Airways launching direct flights to London Gatwick earlier in July, increasing the airline's London frequency to 10 weekly flights.
The dual-gateway strategy through both Heathrow and Gatwick provides British travellers with enhanced flexibility while strengthening Kenya's competitive positioning against rival destinations.
On his part, KTB acting CEO Allan Njoroge said the delegation would prioritise strategic partnerships with UK tour operators and travel agents to promote Kenya's expanded tourism portfolio.
"Kenya has been a consistent and strategic participant at WTM London for years, recognising its unmatched platform for face-to-face engagement with European trade partners," Njoroge said.
He highlighted that the delegation will build on momentum from the Magical Kenya Travel Expo 2025, targeting UK demand for conservation experiences, wellness tourism and cultural immersion.
This year’s World Travel Market London brings together nearly 4,150 exhibitors and over 46,000 attendees from across the globe, making it one of the three most influential travel trade fairs globally.
The three-day platform facilitates billions in travel industry contracts and serves as Europe's definitive marketplace for tourism professionals.
