Kenya is targeting a significant increase in tourist arrivals from the Middle East through new marketing partnerships with global aviation leaders Emirates and Qatar Airways. The Memoranda of Understanding (MoUs), signed on the sidelines of the Arabian Travel Market (ATM) in Dubai, aim to combine international air connectivity with targeted destination marketing to convert traveller interest into bookings and arrivals.
The Kenya Tourism Board (KTB) has set a target of 50,000 visitors from the Middle East, more than doubling the 20,480 arrivals recorded from the region during the 2025/26 financial year. Based on the Government’s indicative average contribution of approximately KSh300,000 per international visitor, achieving the target could generate an estimated KSh15 billion in visitor spending for Kenya’s economy. The partnerships will bring together KTB’s destination marketing expertise with the extensive global networks of Emirates and Qatar Airways. Joint initiatives will include destination awareness and publicity campaigns, conversion-focused marketing, travel trade engagement, and media and trade familiarisation programmes across key source markets.
Speaking at the signing, Principal Secretary for Tourism Prof. Julius Bitok said stronger aviation partnerships would be essential to translating Kenya’s growing air connectivity into measurable tourism growth. “Our objective is not simply to have more flights coming into Kenya; it is to ensure those flights carry more tourists who stay longer, spend more and experience more of what Kenya has to offer. The 50,000 Middle East target represents a significant opportunity for tourism earnings, businesses and communities across the country,” said Prof. Bitok.
The Emirates partnership will leverage the airline’s extensive international network and Dubai hub to connect Kenya with established and emerging source markets. Emirates currently operates three daily services between Dubai and Nairobi. The partnership will also support joint trade and media familiarisation trips, with Emirates providing agreed air tickets while KTB facilitates accommodation and ground-handling arrangements in Kenya. The Qatar Airways partnership will similarly expand Kenya’s reach through Doha and the airline’s global network, promoting the country’s diverse tourism offering, including wildlife and conservation, coastal experiences, culture, adventure, wellness and business events.
KTB Chief Executive Officer June Chepkemei said the agreements reflected a more commercially focused approach to destination marketing. “We are moving from visibility to conversion. The question is not simply how many people see Kenya; it is how many decide to book Kenya, fly to Kenya and spend their time and money in our destination,” said Chepkemei.
The partnerships form part of Kenya’s broader strategy to diversify source markets and attract higher-value travellers, including luxury travellers, families, business travellers and MICE visitors. In 2025, Kenya generated approximately KSh500 billion in tourism earnings from 2.7 million international arrivals, with the Government pursuing a trajectory towards KSh1 trillion in annual tourism earnings.