Kenya is targeting 50,000 tourist arrivals from the Middle East after signing marketing partnerships with Emirates and Qatar Airways aimed at converting the region’s travel demand into actual bookings and visits.
The agreements, signed on the sidelines of the Arabian Travel Market (ATM) in Dubai, will see the Kenya Tourism Board (KTB) work with the two airlines on destination marketing campaigns, travel trade engagement, publicity and media familiarization programmes in key source markets.
The target would more than double the 20,480 visitors Kenya recorded from the Middle East during the 2025/26 financial year. Based on the government’s indicative average contribution of about KSh300,000 per international visitor, reaching the target could translate into an estimated KSh15 billion in visitor spending.
Principal Secretary for Tourism Prof. Julius Bitok said the partnerships are intended to ensure increased air connectivity results in higher tourist arrivals.
“These agreements give us a stronger platform to convert connectivity into arrivals. 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 agreement will use the airline’s Dubai hub and international network to market Kenya to travellers from established and emerging markets. Emirates currently operates three daily flights between Dubai and Nairobi.
“Connectivity provides the pathway, but destination marketing creates the demand. Through this partnership, Emirates and the Kenya Tourism Board will jointly take Kenya’s tourism proposition to consumers and the travel trade, to convert awareness into bookings and bring more travelers to Kenya.” Said an Emirates representative.
The partnership will also facilitate joint trade and media familiarization trips, with Emirates providing agreed air tickets while KTB handles accommodation and ground arrangements in Kenya.
Qatar Airways will similarly promote Kenya through its network and Doha hub, giving the destination access to travelers beyond the Gulf region.
“Kenya has a compelling proposition for international travellers, from wildlife and conservation to the Coast, culture, adventure, wellness and business events. Working with KTB allows us to combine our global reach with targeted destination marketing and create greater demand for travel to Kenya.” Added a Qatar Airways representative.
The partnerships come as Kenya seeks to broaden its tourism source markets and attract travellers across segments including luxury, family, business and meetings, incentives, conferences and exhibitions (MICE).
KTB Chief Executive Officer June Chepkemei said the agreements reflect a stronger focus on measuring destination marketing through bookings and arrivals rather than exposure alone.
“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. These partnerships give us the reach, connectivity and marketing platforms to make that conversion happen,” said Ms Chepkemei.
Kenya recorded about KSh500 billion in tourism earnings from 2.7 million international arrivals in 2025, as the government works towards increasing annual tourism earnings to KSh1 trillion.
The new airline partnerships are therefore expected to combine increased access to Kenya through major aviation hubs with targeted marketing intended to generate more bookings and visitor spending from the Middle East.
