The event, one of the world’s top three travel trade fairs, opened on Tuesday, November 4, drawing over 46,000 global industry players.
Led by Tourism and Wildlife Cabinet Secretary Rebecca Miano, the Kenyan delegation, comprising over 30 travel trade professionals, is showcasing the country’s redefined tourism identity, from its iconic wildlife safaris to emerging experiences in wellness, culture, and conservation.
“The UK has consistently demonstrated confidence in Kenya as a destination of choice, and our presence at WTM London signals our commitment to deepening this partnership,” said Miano.
“This year, we are showcasing how Kenya has evolved into a year-round, multi-dimensional destination that extends well beyond the traditional safari narrative.”
The United Kingdom remains the cornerstone of Kenya’s European tourism strategy, contributing 180,639 visitors in 2024, the country’s largest source from Europe.
According to the UK Office for National Statistics, British travellers spent £78.6 billion (about $101 billion) on overseas trips in 2024, underscoring the immense opportunity Kenya hopes to tap into.
“Europe contributed 28.1 per cent of our international arrivals last year, and the UK forms the backbone of this critical market,” Miano added.
Aviation connectivity has become a key pillar of this growth drive. Kenya Airways’ launch of direct flights to London Gatwick in July, complementing its Heathrow route, has boosted frequency to ten weekly flights.
Kenya Tourism Board Acting CEO Allan Njoroge noted that WTM provides a vital opportunity to forge new partnerships with UK tour operators.
“Kenya has been a consistent and strategic participant at WTM London for years, recognizing its unmatched platform for engagement with European trade partners,” Njoroge said.
He added that the team will build on momentum from the Magical Kenya Travel Expo 2025, targeting demand for experiences that blend conservation, community, and culture.
As Africa increasingly repositions itself as a hub for sustainable and experience-driven travel, Kenya’s campaign in London underscores a broader continental shift, one where nature, culture, and innovation merge to attract a new generation of global explorers.
