Kenya’s tourism is changing fast — and not just in numbers. Nowadays a tourist books a trip on a Thursday and flies out on Saturday.
Some even reserve excursions a day before departure. Long family getaways have taken a backseat. Spontaneous short holidays are now the way to immerse in hospitality. And for tourism investors, this means that if you do not reply to a client query within minutes, you have probably lost them.
“One of the notable changes in tourist preferences is a fast-booking period. We used to see more people booking three to six months in advance. Now, you can get someone booking two days before the travel date,” says Fred Kaigua, CEO of the Kenya Association of Tour Operators (Kato) which has 360 tour agents, half of which are small enterprises.
“If you go to the charter business, they even have bookings the day before departure. Some tourists come to a place today, and they want a different experience tomorrow,” he says, adding, “Nowadays, travellers ask tour agents a question and expect an answer within minutes, not an email next week.”
Kenya Association of Tour Operators CEO Fred Kaigua poses for a picture at a travel expo in Durban, South Africa.
Photo credit: Pool
Yet as travellers become faster, savvier, and more demanding, Kenya’s domestic tourism sector still lags.
“We don’t have a big savings-for-holiday culture, and sometimes, not even that holiday culture. Many Kenyans still associate going for a holiday with going to visit parents and other relatives in the village,” he says.
Even for those willing to travel, the options for activities and food while on vacation can feel limited.
“I visit some places, and within two days, I’ve done it all. I find myself craving my normal food and routine,” he says with a shrug.
Mr Kaigua argues that while Kenya’s wildlife remains the crown jewel of its tourism portfolio, not enough has been done to tailor and promote experiences for locals.
He believes there’s still much untapped potential when it comes to showcasing Kenya’s hidden tourism gems. He emphasises that it’s not just about building new resorts — it’s also about how the tourism message is packaged, priced, and presented to Kenyans themselves.
“Some counties are wallowing in tourism wealth, others, not so much,” he says. “So how do we create a more balanced distribution? We need to take stock — what’s the tourism inventory in places like Maralal, Turkana, and Kitui? There’s a need to develop more attractions and facilities across the country to spread the numbers more evenly.”
Tourists enjoy the ambience and sea breeze at Diani Reef Resort and Spa in Kwale County on May 26, 2023.
Photo credit: File | Nation Media Group
With the number of domestic travellers to game reserves growing steadily from 768,300 in 2020 to 2.4 million in 2024, Mr Kaigua argues that the revenue story beneath the surface isn’t quite as bright.
“To any stable economy, domestic tourism should be about 40 percent of its total business if you’re going to weather the storm, a hard lesson learned during the Covid-19 period. But it is a challenge. Local tourism does not pay as much because domestic tourists negotiate. Money is hard to come by in the domestic market as the needs are too many to factor in tourism,” says Mr Kaigua.
