Kenya’s tourism industry is grappling with growing uncertainty as ongoing youth-led protests about taxation, governance and economic hardship ripple through the country during its peak tourist season.
June to August is the high season for Kenyan tourism, particularly for inbound travellers keen on witnessing the Great Migration in the Maasai Mara or exploring the country’s beaches, mountains and cultural heritage sites.
“Tourism thrives in peaceful environments. The recent demonstrations haven’t been good for the industry – some bookings were cancelled, and now we’re spending more time explaining and reassuring clients about their safety,” says Joseph Kithitu, Chairman of the Kenya Association of Travel Agents.
Samuel Karani, Country GM for Intrepid Travel in East Africa, shares the same sentiment. “The country’s reputation as a stable and safe destination is being challenged. Travel advisories and global headlines are discouraging potential visitors. Movement restrictions and sporadic disruptions are interfering with scheduled tours, forcing cancellations and rerouting.”
Impact on new bookings
While most travellers already in the country are continuing with their itineraries, the uncertainty is affecting new bookings.
“People who have already booked are still coming and are having extraordinary experiences,” says Håvar Bauck, Co-Founder of HotelOnline. “But, for those in the decision-making phase, the uncertainty might tip the scale elsewhere. Instability – real or perceived – creates fear.”
Unlike past national unrest linked to terrorism or post-election violence, this wave of protests is largely viewed, domestically and internationally, as civic engagement rather than instability. “These protests are about human rights, youth employment and democracy. This is not Westgate or 2008. Far from it,” says Bauck. “They reflect a maturing democracy.”
However, he warns, the situation could escalate if protests are infiltrated by violent elements or if the police respond with excessive force.
Despite the concerns, industry players credit the Kenya Tourism Federation (KTF) for proactive efforts to mitigate the impact. “So far, we haven’t had major issues,” says Bainito Musumba, Sales Manager: East Africa for Private Safaris. “KTF is doing a good job informing us in real time. Its statements have helped reassure clients about security and we’ve made itinerary adjustments accordingly. That’s working for now but we hope the situation calms as the image is being damaged hourly.”
Government response
Government is also working closely with stakeholders to manage the crisis. In a recent consultative forum hosted by the Ministry of Tourism and Wildlife and the Kenya Association of Hotelkeepers and Caterers (KAHC), key actors discussed strategies to protect the country’s tourism image and ensure safety for travellers and citizens alike.
Tourism and Wildlife Cabinet Secretary Rebecca Miano emphasised the importance of unity and positive storytelling. “Tourism thrives where peace prevails. An isolated incident can be amplified globally and threaten confidence in our destination. I call upon our youth and all Kenyans to safeguard our reputation as a welcoming, united nation.”
Despite the current turbulence, stakeholders remain cautiously optimistic. Kenya recorded a 15% increase in international arrivals in 2023 – even amid political protests. The Kenya Tourism Board is aiming to build on that momentum with an ambitious target of 5.5 million international visitors by 2027.
KAHC’s CEO Mike Macharia affirms the sector’s readiness. “Our hotels remain open, safe and responsive. We employ thousands of youth and continued growth will uplift communities. With government support, especially around policy, air access and financing, we can still meet our 2027 goal.”
