Kenya eyes 5m visitors as Magical Kenya travel expo targets record attendance

Deputy President Kithure Kindiki during the opening of the 2025 Magical Kenya Travel Expo at Uhuru Gardens, Nairobi.[Wilberforce Okwiri, Standard]

Kenya is set to host more than 10,000 delegates from 40 countries during this year's Magical Kenya Travel Expo (MKTE), as the country steps up efforts to grow tourism and achieve its target of five million international arrivals by the end of 2027. The 16th edition of the expo, scheduled for October 6-8 at Uhuru Gardens, Nairobi, is expected to attract over 400 exhibitors and more than 250 international buyers, making it the largest edition of the event since its inception. The projected attendance represents a nearly 30 per cent increase from the 7,691 delegates who attended last year's expo, signalling growing confidence in Kenya's tourism sector and strengthening the country's position as East Africa's leading travel trade hub. Speaking during the launch of the expo in Nairobi, Kenya Tourism Board Chief Executive June Chepkemei said the event has become a strategic platform for connecting tourism businesses, attracting investment and expanding Kenya's global tourism market.

 “Every element of this year's MKTE programme, from the buyer selection to the seminar agenda, is informed by data and consumer demand intelligence. We know our visitors' interests and what it takes to convert interest into arrivals. Our marketing campaigns, both domestic and international, are built on that evidence, and MKTE is the platform where we bring those insights to life for our partners,” she said.

Chepkemei said the continued growth of the expo demonstrates increasing confidence in Kenya's tourism products and the importance of public-private partnerships in driving the sector's expansion.

Themed “Digital Transformation and Artificial Intelligence: Shaping the Future of Tourism,” the three-day event will explore how artificial intelligence, big data and digital technologies can improve destination marketing, visitor experiences and business competitiveness.

The expo will also serve as a meeting point for governments, tourism boards, technology firms, and private-sector players to discuss how innovation can accelerate tourism growth while ensuring sustainability.

A major focus of this year's edition will be Kenya's Meetings, Incentives, Conferences and Exhibitions (MICE) sector, which is increasingly contributing to tourism earnings by attracting  business travellers and international conferences.

Kenya MICE Association Chair Duncan Muriuki said the country is focusing on securing high-value business events that generate greater economic returns.

"MICE is the next frontier for growing tourism revenue. Our focus is not just on increasing visitor numbers, but on attracting high-value business events that deliver greater economic impact. Through the Kenya MICE Club, we are working with the government and the private sector to develop competitive bidding packages that include destination incentives and a compelling value proposition," he said.

Tour Operators Society of Kenya Chairman Raymond Cheruiyot said government initiatives to improve visa access and expand air connectivity are making Kenya more competitive in the global tourism market.

"The government's efforts to improve visa access and expand air connectivity have created a strong foundation for tourism growth. MKTE provides a vital platform to showcase Kenya's diverse tourism offering, build strategic partnerships and position the country more strongly on the global tourism map," he said.

Beyond the exhibition, the expo will feature business-to-business meetings, seminars and familiarisation trips aimed at creating new partnerships and increasing visitor arrivals.

As destinations across Africa compete for a bigger share of the global tourism market, Kenya is positioning MKTE as more than a trade exhibition. The country is using the platform to attract investment, strengthen international partnerships and showcase how technology and innovation can support sustainable tourism growth while moving closer to its 2027 visitor target.