Boost for jobs as Kenya tops global luxury travel list

Tourist vehicle drivers try to get clients close to lions with a kill at Amboseli National Park. [Jayne Rose Gacheri, Standard]

Kenya has yet again received a significant end-of-year boost after being named the premier luxury travel destination for 2026 by one of the world’s largest luxury tour operators. 

The ranking highlights its enduring appeal for high-end safaris and conservation-focused experiences.

Global luxury travel firm Abercrombie and Kent (A&K) placed Kenya at the top of its “Where to Go In 2026” list, ranking it ahead of other hotspots, including Peru’s archaeological site Choquequirao, Egypt with its new Grand Museum, the aurora-rich Lapland, and the geothermal wonders of Iceland.

The Aurora-rich Lapland refers to the Lapland region in the Arctic Circle, spanning northern parts of Finland, Sweden, Norway, and Russia’s Kola Peninsula.

It is world-renowned for its frequent and vivid displays of the Northern Lights (Aurora Borealis), especially during the winter months. Experts say Kenya’s endorsement marks a strategic victory for the country’s tourism sector, positioning it as the luxury hotspot to beat and capping a year where it has consistently outperformed traditional holiday favourites among affluent global travellers.

“We’ve seen the emergence of rugged safaris that transform wildlife encounters... Kenya remains the gold standard,” stated the A&K destination expert’s insight in the report seen by Financial Standard, highlighting the country’s evolution beyond classic game drives.

The firm specifically pointed to the upcoming opening of the Kitich Plains Lodge in Amboseli and transformative experiences in the Ol Pejeta Conservancy.

This latest ranking aligns with recent global market research showing a shift in spending by wealthy travellers.

A&K’s managing director for the UK, Europe and Asia-Pacific Debra Fox, recently noted a “tectonic shift” and “luxury adventure travel boom,” with affluent clients prioritising “immersive, emotional experiences over material goods.”

Abercrombie & Kent now joins a growing list of travel industry leaders affirming Kenya’s premier status. 

Hospitality players said yesterday the designation positions Kenya to capture a greater share of the high-spending luxury travel market, directly supporting the Kenya Kwanza government’s ambitions to boost tourist arrivals, revenue, and job creation. 

For the economy, it signals potential for increased foreign exchange earnings, jobs and investment in high-end hospitality infrastructure. 

For local tour operators and service providers, they say the new survey validates their offerings and promises increased business from affluent travellers seeking exclusive, conservation-focused experiences, thus supporting employment across guiding, hospitality, and conservation sectors.

The recent 2025 US Family Travel Survey also revealed that American families are choosing Kenyan safaris over Caribbean beach holidays, with the country ranking 17th globally and ahead of Jamaica and Croatia. The survey found the average US family spends about $8,052 (Sh1 million) annually on travel, with a significant portion allocated to experiential trips.

Kenya’s top billing comes after surpassing other destinations featured in A&K’s report such as India’s tiger-rich Madhya Pradesh, the remote luxury of Botswana’s Okavango Delta, Costa Rica’s Osa Peninsula, and the cultural dynamism of Seoul, South Korea.

The confluence of endorsements from luxury tour operators and market research signals robust demand for Kenya’s high-value tourism products. 

The focus on conservation-aligned travel and private, exclusive experiences, as highlighted by A&K, matches the global trend where affluent travellers seek meaningful impact and personal connection, further solidifying Kenya’s position at the apex of luxury adventure travel, stakeholders say.