Kenya and Rwanda's travel sector shows record income in 2025
Kenya's Travel & Tourism sector is set to contribute KSh1.2tn in 2024, while Rwanda reaches record highs across GDP, jobs, and spending.
LONDON, UK – Research from the World Travel & Tourism Council (WTTC) has revealed Kenya's Travel & Tourism sector is set to contribute a record KSh1.2tn. to the economy this year, a record 24% above 2019 levels and equivalent to more than 7% of national GDP. Employment and domestic spending in Kenya is also expected to reach new heights. The sector is also expected to support 1.7mn. jobs in 2025 – maintaining over 8% of total national employment, playing a key role in the country's future, representing nearly one in every 12 jobs in the country.
Visitor spending projections show a healthy rise across the board with domestic visitor spending set to reach a new record at just under KSh560bn. International visitor spending is forecast to hit over KSh300bn., up 31% from 2019, and edging closer to surpassing its previous peak of 2011.
These record-breaking forecasts reflect a strong rebound for Travel & Tourism sector in Kenya and a growing appetite among travellers to experience the country's coastlines, safari parks, mountains, and vibrant urban centres.
The growth reflects Kenya's expanding appeal on the global travel map, underpinned by its natural beauty, cultural heritage, wildlife experiences, and improving infrastructure.
Julia Simpson, WTTC President & CEO, said: 'Kenya is on track for an exceptional year in Travel & Tourism. This projected growth in GDP, jobs, and visitor spending is a testament to the country's enduring appeal and to the work done by both government and private sector partners. Kenya has everything today's traveller is looking for. Nature, culture, authenticity, and hospitality, and WTTC sees it playing a key leadership role in Africa's tourism future.'
WTTC projects that by 2035, Travel & Tourism will contribute KSh1.8tn. to the economy, supporting over 2.2mn. jobs. That's 500,000 new jobs expected over the next decade – reinforcing the sector's role in driving inclusive and sustainable growth. International visitor spending is forecast to reach KSh409bn., with domestic visitor spending expected to reach KSh821bn.
Reflecting on 2024
In 2024, Kenya's Travel & Tourism sector contributed KSh1.2tn. to the national economy, a 10% year-on-year increase, and supported 1.7mn. jobs across the country. nInternational visitor spending reached KSh288bn., while domestic visitor spending totalled KSh528bn., reflecting a strong rebound in both international arrivals and local travel demand.
Rwanda's Travel & Tourism Sector Broke all Records in 2024
Rwanda's Travel & Tourism sector broke all records in 2024, with its contribution to the economy, employment and domestic and international visitor spend all reaching record levels. In 2024, Rwanda's Travel & Tourism sector contributed a record breaking Fr1.9tn. to the economy, representing 9.8% of the total economy and 17.7% above the previous peak in 2019. Despite lagging in 2023, job numbers and international visitor spend both reached record levels last year.
According to the research from the global tourism body, Travel & Tourism supported just under 386,000 jobs last year, whilst international visitors spent a record Fr1tn. – representing an increase of Fr169bn. on 2019. Domestic spending was above pre-pandemic levels by almost one third (32.2%) to reach more than Fr773bn.
This growth reflects the Rwandan government's strategic investment in tourism as a pillar of economic diversification. Infrastructure projects such as the new Bugesera International Airport, which when completed will be able to handle 14 million passengers a year, will further boost long-term connectivity, international visitor numbers and spending.
In 2025, Travel & Tourism in Rwanda is poised for another year of robust growth, with WTTC forecasting a 13% year on year increase in economic contribution to reach Fr2.1tn. – 10.3% of national GDP. The sector is set to support more than 402,000 jobs, accounting for over 8% of total employment.
Growth is expected to be driven by both international and domestic spending worth Fr1.2τν. and Fr822bn. respectively.
Rwanda continues to champion a high-value, low-volume tourism model that prioritises sustainability, conservation, and community benefit, particularly through flagship experiences like gorilla trekking in Volcanoes National Park and eco-tourism expansion across Akagera and Nyungwe.
Julia Simpson said 'Rwanda is a standout example of how tourism, when supported by clear vision and partnership, can deliver real economic impact and long-term opportunity. The President's focus on sustainability, innovation, and diversification is setting a benchmark not only for Africa, but globally. From gorilla trekking to high-level business events and major sporting competitions, Rwanda is showing what's possible when a country invests in its tourism future.'
Looking to 2035
WTTC forecasts that by 2035, the sector will contribute Fr3.1TN to the economy, a 10% share of GDP, and support more than 545,000 jobs across the country. Over 140,000 new jobs are expected to be created in the next decade.
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