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Nairobi, Kenya - Kenya is aiming to more than double the number of tourists from the Middle East, increasing their arrivals by more than 50,000 in the coming year, according to the Kenya Tourism Board (KTB). The KTB is focusing on expanding air connectivity, boosting destination marketing, and leveraging investment and diaspora networks to attract more visitors.

In the 2025/26 financial year, the Middle East accounted for 20,480 visitors to Kenya, with Israel, Yemen, and Iran making up 48% of the arrivals. The UAE and Saudi Arabia contributed 10% and 7% respectively. The KTB is targeting travelers interested in wildlife, coastal regions, luxury experiences, wellness, family vacations, adventure, and short breaks.

They plan to achieve this by enhancing air access, targeted marketing, investment, and utilizing their diaspora networks. Kenya is working with UN Tourism to identify investment opportunities in the sector and Ethiopia's Ambassador to the UAE, Kenneth Milimo Nganga, emphasized the UAE as both a tourism source market and an investment market.

Nganga called for stronger airline partnerships, removal of bureaucratic hurdles, and improvements in ease of doing business to support investment. The KTB will collaborate with travel agents through training, joint marketing efforts, and events with airlines and tourism trade partners to transform interest in Kenya into bookings.

They are also implementing the "One Diaspora, One Visitor" initiative, encouraging Kenyans living in the UAE and other Middle Eastern countries to bring at least one visitor to Kenya. A Diaspora Open Day, scheduled for October 10, will provide an opportunity for the KTB to engage with the Kenyan community in the region.