Spotlight on Africa: Growing Opportunities in the Kenyan Market

Supplied by Houston Marketing

Kenya continues to show strong interest in South Africa as a preferred leisure and business destination. Between January and October this year, more than 40,000 Kenyan citizens travelled to South Africa, which reflects 17.9 percent growth compared with 2024. Total Kenyan arrivals are expected to reach close to 60,000 by the end of the year. This figure does not include the many expats living in Kenya who also travel frequently within the region.

Kenyan travellers represent an important high-value market. Kenya has the fourth-highest number of High-Net-Worth Individuals in Africa, with 7,216 HNWIs, including 4,400 residing in Nairobi. South African hotels and DMCs are increasingly recognising the value of building stronger links with this market.

The upcoming Spotlight on Africa TravelExpo in Nairobi on 4 and 5 February will provide South African hotels and DMCs with a focused opportunity to meet more than 350 Kenyan travel agents and DMCs during two full-day workshop sessions.

Organiser Derek Houston notes that Kenyan agents are eager to work closely with South African DMCs who can support them with hotel bookings, tailored itineraries, destination advice, and safety information. Family travel remains a strong feature of this market, and apartment-style holidays are particularly popular. There is also growing interest in multi-country itineraries that include destinations such as Namibia.

The Nairobi event is supported by KATO and KATA, whose members regularly attend. Houston Travel Marketing has delivered Spotlight expos in Nairobi and other African cities for more than 25 years. Derek recently celebrated his 80th birthday and marks over 60 years in the tourism industry, including almost 40 years as a SATSA member.

In 2026, the Spotlight on Africa series will extend to Arusha, Nairobi, Accra, Windhoek, Gaborone, Harare, Entebbe and Dar es Salaam.

 For more information contact derek@houstonmarketing.co.za or visit www.houstonmarketing.co.za

Houston Travel Marketing is a proud SATSA member (220).