With India emerging as one of its most important markets, Kenya is strengthening its strategy through trade training, connectivity, and expanded positioning beyond wildlife. Speaking with TTJ, Fiona Ngesa, Deputy Director, Asia, Middle East and Oceania, Kenya Tourism Board, shares arrival trends, evolving traveller motivations, and the destination’s roadmap for India in 2026.
Driven by strong historical ties and growing leisure and MICE demand, Kenya is strengthening its India strategy through tier-two market outreach, agent education, and diversified circuit promotion. Alongside wildlife, the destination is spotlighting coastal, cultural, and newer experiences to encourage repeat visitation and expand itineraries across regions.
India Among Kenya’s Top Markets
India continues to remain one of Kenya’s most valuable source markets, supported by steady growth and strong bilateral connections. Fiona shared, “India is currently among our top five global markets. In 2025, we welcomed approximately 132,000 travellers from India, and our goal is to increase this by another 20,000 arrivals this year.”
Underlined that sustained engagement with the travel trade will be central to achieving these targets, she explained, “We are continuing to invest in training programmes for tour operators and travel agents because awareness plays a major role in conversions. India has strong historical connections with Kenya, and we are grateful for that relationship, which we intend to strengthen further. Along with key trade platforms like OTM, we will continue webinars and agent training sessions, especially in tier-two cities. These programmes ensure that travel partners have updated destination knowledge and can confidently promote Kenya to their clients.”
Beyond Wildlife Experiences
While wildlife remains Kenya’s strongest draw, traveller motivations are gradually evolving. Leisure remains the primary reason for travel to the destination, followed by business and MICE, while VFR also contributes, driven by strong connections to the Indian diaspora.
She pointed out that repeat visitors are increasingly exploring new experiences beyond the traditional safari circuit and stated, “Travellers who are visiting for the second time are now looking beyond the iconic Masai Mara National Reserve to discover coastal adventures, ecotourism, and conservation-driven experiences that offer deeper engagement with nature and local communities.”
Regional circuit expansion is therefore becoming a priority. Kenya has multiple tourism circuits, including the northern, central, and coastal regions, and there is still much more to explore, even for travellers who have already experienced its wildlife offerings.
Destination weddings and experiential travel are also gaining traction. Kenya offers a unique combination of city, beach, and bush settings, making it ideal for destination weddings and incentive groups looking for diverse backdrops within a single itinerary.
Reassuring Indian travellers on comfort and familiarity while exploring new experiences, Fiona addressed one of the most common concerns around cuisine. “Indian food is widely available across Kenya, and many hotels have Indian chefs. We understand these preferences very well and ensure travellers feel comfortable throughout their journey,” she said.
Connectivity and New Markets Drive the Next Phase
Improved connectivity between India and Kenya is supporting travel growth, although further frequency expansion remains a priority. Fiona said, “We are happy to see multiple airlines like IndiGo, Air India, and Kenya Airways operating between the two countries, but we still need more frequencies and better connections beyond Mumbai and Delhi so that travellers from other cities of India can access Kenya easily. The tourism board is therefore intensifying its outreach to emerging Indian markets, and we are focusing on tier-two cities such as Hyderabad, Jaipur, and Nagpur because of growing interest. Awareness among travel agents needs to be strengthened through continued training.”
Cities to Look Out for Across Kenya
Kenya is also highlighting its urban and cultural diversity through its key cities. Fiona elaborated that apart from Nairobi and Mombasa, travellers can explore Kisumu near Lake Victoria, as well as Nakuru and Eldoret, each offering distinct landscapes and local experiences. Located in Kenya’s Rift Valley region, Eldoret is a major agricultural hub known for large-scale farming and producing many of the country’s world-renowned athletes and long-distance runners. For travellers seeking slower and more immersive journeys, Lamu, the oldest and best-preserved Swahili town in East Africa, is ideal for those looking to disconnect and experience Kenya’s cultural heritage in its truest expression and original spirit.
