Kenya is seeking to more than double tourist arrivals from the Middle East by working with Emirates and Qatar Airways to turn the region’s growing air connectivity into increased bookings and tourism earnings.
The Kenya Tourism Board (KTB) has set a target of attracting 50,000 visitors from the Middle East, up from 20,480 arrivals recorded during the 2025/26 financial year.
The target is part of a wider Government strategy to diversify Kenya’s tourism source markets and increase visitor spending by using major international airlines as both transport providers and destination marketing partners.
The partnerships were sealed through two Memoranda of Understanding signed on the sidelines of the Arabian Travel Market in Dubai. The agreements bring together KTB’s destination marketing capacity and the extensive international networks of Emirates and Qatar Airways.
The partnerships will cover destination-awareness campaigns, publicity, engagement with travel agents, conversion-focused marketing and media familiarisation programmes in key markets.
The Government estimates that achieving the 50,000-visitor target could generate about Sh15 billion in tourism spending, based on an indicative average contribution of Sh300,000 per international visitor.
Principal Secretary for Tourism Julius Bitok said the partnerships would help Kenya ensure that increased flight connections translate into actual growth in tourist arrivals and earnings.
“These agreements give us a stronger platform to convert connectivity into arrivals,” Bitok said.
He said the focus was not only on increasing flights into Kenya but also attracting tourists who stay longer, spend more and experience a wider range of destinations and tourism products.
The Emirates partnership will give Kenya access to travellers through the airline’s Dubai hub and its extensive global network. Emirates currently operates three daily services between Dubai and Nairobi, connecting Kenya to established and emerging international markets.
The airline will also support joint travel-trade and media familiarisation trips. Emirates will provide agreed air tickets for the programmes, while KTB will coordinate accommodation and ground-handling arrangements in Kenya.
Qatar Airways will offer a similar platform through its Doha hub, allowing Kenya to reach travellers from markets beyond the Gulf region.
A Qatar Airways representative said Kenya had a broad tourism offering, ranging from wildlife and conservation to the Coast, culture, adventure, wellness and business events.
The agreements come as Kenya seeks to attract a broader mix of visitors, including luxury travellers, families, short-break tourists, business travellers and delegates attending meetings, incentives, conferences and exhibitions.
KTB Chief Executive Officer June Chepkemei said the partnerships reflected a shift towards campaigns measured by the number of travellers they attract rather than visibility alone.
“We are moving from visibility to conversion,” Chepkemei said.
She said the focus would be on turning awareness of Kenya into bookings, actual travel and visitor spending.
The two airlines’ international networks are also expected to give Kenya access to travellers beyond the immediate Middle East market, widening the reach of its tourism campaigns.
The Government is pursuing higher tourism earnings as part of its broader tourism growth plans. Kenya generated approximately Sh500 billion in tourism earnings in 2025 from 2.7 million international arrivals.
The country is pursuing a longer-term goal of raising annual tourism earnings to Sh1 trillion, with increased arrivals from emerging markets forming part of the strategy.