KTB Targets 50,000 Middle East Visitors As Kenya Leverages Connectivity, Investment And Diaspora

Kenya is targeting 50,000 visitors from the Middle East, more than doubling current arrivals from the market, as it moves to convert growing air connectivity, rising investor interest and its sizeable diaspora into stronger tourism growth.

The region recorded 20,480 tourists in the 2025/26 financial year with Israel, Yemen and Iran contributing 48% of those visitors, with the UAE and Saudi Arabia contributing 10% and 7% of the total arrivals.

The Kenya Tourism Board (KTB) says the Middle East offers significant potential for high-value tourism, particularly among affluent travellers, families, luxury seekers and short-break visitors.

The opportunity is underpinned by strong air access. Emirates operates three daily flights between Dubai and Nairobi, while flydubai operates four weekly direct flights, with Kenya Airways and Qatar Airways further connecting Kenya to the Gulf and wider international markets.

KTB Chief Executive Officer June Chepkemei said the priority is now to turn connectivity into arrivals, longer stays, higher visitor spend and investment.

“Connectivity has opened the door. Our task now is to bring more travellers through it and to bring investors with them. We are targeting 50,000 visitors from the Middle East by leveraging air access, targeted marketing, investment and our diaspora networks,” said Ms. Chepkemei.

Speaking on the sidelines of the ongoing Arabian Travel Market (ATM) in Dubai, the CEO emphasized that Kenya will position itself around wildlife, the Coast, luxury, wellness, family experiences, adventure and short breaks, while also promoting Nairobi as a gateway for travellers transiting through the region.

Kenya is simultaneously courting Emirati investment in hotels, resorts, wellness, luxury tourism, family entertainment and other high-value tourism infrastructure, with the country working with UN Tourism to identify and unlock investment opportunities.

Kenya’s Ambassador to the UAE Kenneth Milimo Nganga said the UAE presents a dual opportunity as both a source of visitors and investment.

“The UAE is not only a source market for tourists; it is a strategic investment market for Kenya. There is interest from Emirati investors in hospitality, and we need to make it easier for that investment to come into Kenya, establish and grow,” said Ambassador Nganga.

He called for continued strengthening of airline partnerships, removal of bureaucratic bottlenecks and improvements in the ease of doing business to make Kenya more competitive.

KTB will deepen travel-agent training, joint marketing and event co-hosting with airlines and tourism trade partners to translate destination interest into bookings.

According to the CEO, KTB will also mobilise the Kenyan diaspora in the UAE and across the Middle East through its “One Diaspora, One Visitor” initiative, encouraging every Kenyan abroad to bring at least one visitor to the country. The Diaspora Open Day on 10 October will provide an opportunity to strengthen this mobilisation.

“Our ambition is clear: more visitors, higher spend, more investment and greater benefits for communities. The Middle East can help us achieve all four,” she added.

With expanded air access, a growing premium travel segment, strong diaspora networks and increasing investor interest, Kenya is positioning the Middle East as a key engine of the next phase of tourism growth.

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