Kenya is targeting nearly 200,000 visitors from the United Kingdom in 2026, as the country steps up international marketing, airline partnerships and travel industry engagements to capture a larger share of Europe’s outbound tourism market.

The country expects UK arrivals to reach 199,645 this year, up 16.8% from 170,936 recorded in 2025. The target reflects Kenya’s efforts to turn growing international interest into bookings while reducing its reliance on traditional wildlife safari tourism.

UK market drives growth

Kenya Tourism Board CEO June Chepkemei said the country was using World Travel Market London 2026 to strengthen commercial partnerships, promote lesser-known destinations and attract new visitors. More than 40 Kenyan tourism businesses and industry representatives are attending the exhibition to engage international tour operators and travel agents.

Chepkemei said Kenya was expanding its tourism pitch beyond wildlife safaris to include coastal holidays, cultural experiences, adventure travel, wellness and community-based tourism. The strategy is designed to encourage visitors to combine different experiences in one trip and explore destinations beyond the country’s established tourism circuits.

“Our pitch is that Kenya offers much more than the iconic safari experience. Visitors can combine wildlife, coast, culture and adventure in one destination,” she said.

Europe remains an important market for Kenya’s tourism industry, accounting for 28.67% of international arrivals and ranking as the country’s second-largest source region after Africa. Kenya received 691,194 European visitors in 2025, underlining the importance of retaining established markets while attracting new travellers.

Airlines and digital marketing

Beyond the London exhibition, Kenya Tourism Board is pursuing targeted digital marketing campaigns, airline partnerships and competitive travel packages to improve accessibility and convert interest into confirmed bookings.

Chepkemei said the promotional strategy also addresses factors influencing travel decisions, including affordability, safety perceptions and sustainability. The board wants to position Kenya as a year-round destination, encouraging visitors to explore different tourism products outside traditional safari seasons.

Tourism operators attending the exhibition said the event provides an important platform for connecting Kenyan businesses with international buyers and strengthening the country’s visibility among European travellers.

Operators see more potential

Kathryn Hardman, sales and planning director at True Adventure, said Kenya had built a strong reputation in adventure and wildlife tourism, giving it a competitive advantage in attracting European visitors.

She said the country could increase its market share by diversifying tourism experiences, improving accessibility and investing in new products. Those changes could help Kenya appeal to travellers seeking experiences beyond conventional safari packages while encouraging longer stays and broader spending across the tourism industry.

The London engagements come as Kenya seeks to expand its traditional source markets and develop new international business relationships. Its ability to reach the 199,645 UK visitor target will depend on converting promotional campaigns, airline cooperation and trade partnerships into sustained growth in actual bookings.