The country is targeting a 16 percent increase in tourist arrivals from the United Kingdom by the end of this year, as it seeks to attract more European holidaymakers. The Kenya Tourism Board is targeting nearly 200,000 visitors from the UK, up from about 171,000 last year.
Speaking at the ongoing World Travel Market in London, Kenya Tourism Board CEO June Chepkemei said the country is diversifying its tourism offerings beyond traditional wildlife safaris to include coastal, cultural, adventure and wellness experiences.
More than 40 Kenyan tourism industry players are participating in the exhibition, seeking new partnerships and increased bookings. Europe remains the country's second-largest source of international visitors after Africa, accounting for nearly 29 percent of arrivals last year.
