Partnerships Hub

Partner with Kenya Tourism Board to Grow Kenya's Tourism Economy

KTB builds strategic partnerships across airlines, investors, international boards, co-marketing collaborators, and development organisations — all aligned to accelerating Kenya's tourism sector growth, connectivity, and global positioning.

62+

Active international airline routes to JKIA

15+

International board & association memberships

USD 1.2B

Estimated tourism investment pipeline 2024–2027

40+

Active co-marketing partner organisations

Airline Partnerships

Route development, co-marketing, and seat capacity growth partnerships with international carriers to JKIA.

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Investment Opportunities

The case for tourism investment in Kenya — growth data, priority sectors, and KTB's facilitation role.

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International Boards

UNWTO, WTTC, ICCA, and regional board memberships supporting Kenya's global positioning.

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Co-Marketing Programmes

Joint marketing, co-branding, and campaign collaboration with operators, airlines, and tourism boards.

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Airline Partnerships

Route Development & Air Connectivity Partnerships

Air connectivity is fundamental to Kenya's tourism growth. KTB works directly with international airlines to support new route launches, route recovery, seat capacity growth, and co-marketing campaigns that stimulate demand and fill capacity on existing routes.

New Route Launch Support

For airlines considering new direct routes to Jomo Kenyatta International Airport (JKIA), KTB provides a comprehensive route development support package — demand data, market research, co-marketing commitment, government facilitation, and ground support during the launch period. KTB commits to genuine partnership through the critical first 12 months of new route operation.

Seat Capacity Growth & Co-Marketing

For airlines already serving JKIA, KTB co-markets Kenya destination content through airline channels — supporting seat load factors and enabling seat capacity growth. This includes joint digital campaigns, content supply, trade engagement support, and collaborative campaigns in the airline's source markets.

Government-Level Facilitation

KTB coordinates with the Kenya Civil Aviation Authority (KCAA), Kenya Airports Authority (KAA), and the Ministry of Tourism and Wildlife to ensure airlines operating to Kenya receive proactive facilitation — from bilateral air service agreement support to airport process improvements and ground handling quality assurance.

Kenya air connectivity 2024

62+

Direct international routes (JKIA)

Airlines serving JKIA

4.2M

International seats pa (2023)

+14%

Seat capacity growth 2023

KTB airline partnership support includes

Market demand data and route analysis reports

Co-marketing budget commitment (qualifying routes)

Trade briefings in the airline's source market

Government facilitation and bilateral support

Fam trip facilitation for airline travel agents

Key International Routes Serving JKIA — 2024

London Nairobi

Active

British Airways · Kenya Airways

Daily · 8.5 hrs direct Year-round

Highest-volume route for UK market — Kenya's #1 source. Both BA and KQ operate daily direct services. Strong load factors year-round with peak July–September and December–January.

Dubai Nairobi

Active

Emirates · Kenya Airways

2x Daily · 4 hrs direct Year-round

Critical hub connection serving UAE, GCC, and onward connections from South Asia. Emirates and KQ each operate direct services. UAE market grew 44% in 2023.

Amsterdam Nairobi

Active

KLM

Daily · 8 hrs direct Year-round

Key European gateway serving Netherlands and KLM's extensive connecting network across European source markets. Strong leisure and VFR traffic mix.

Paris CDG Nairobi

Active

Air France · Kenya Airways

Daily · 8.5 hrs direct Year-round

France is Kenya's 5th-largest source market with strong growth. Both Air France and KQ operate direct services with combined strong seat supply.

Guangzhou Nairobi

Active

Kenya Airways

4x weekly · 10 hrs direct Year-round

The only direct route between Kenya and China. Strong growth following post-COVID recovery — China arrivals grew 112% in 2023. Daily frequency a priority for 2025.

New York JFK Nairobi

Development Priority

Kenya Airways

4x weekly · 15 hrs direct Year-round

The only direct US–Kenya route. KTB is actively engaging US carriers about additional direct services to serve the 312K annual US visitor market. Daily frequency is a KTB route development priority for 2025–2026.

Mumbai Nairobi

Active

Kenya Airways · Air India

Daily · 5 hrs direct Year-round

India is Kenya's 4th-largest source market and the fastest growing major market at +31% in 2023. KTB is prioritising additional Indian city connections including Delhi and Bengaluru.

Addis Ababa Nairobi

Active

Ethiopian Airlines · Kenya Airways

Multiple daily · 1.5 hrs Year-round

Critical regional connection providing access to Ethiopian Airlines' extensive global network. Ethiopian operates Nairobi as a major African hub with 20+ onward connections through Addis Ababa.

Interested in a Route Partnership with KTB?

Whether you are evaluating a new Kenya route, looking to grow existing seat capacity, or seeking a co-marketing partner for an active Kenya service — KTB's partnerships team can provide the market intelligence, co-investment, and facilitation support you need. Airline partnership discussions are handled directly and confidentially.

Investment Opportunities

The Case for Investing in Kenya's Tourism Sector

Kenya's tourism sector is one of Sub-Saharan Africa's most compelling investment propositions — combining exceptional natural assets, a stable democratic framework, active government support for tourism investment, improving infrastructure, and a sector growing at more than double the African average.

+32%

Arrivals Growth 2023 — Africa's Fastest-Growing Major Tourism Economy

Kenya's 2023 arrivals growth of 32% significantly outperformed the Sub-Saharan African average of 11%. This exceptional recovery and growth trajectory reflects both pent-up demand and the structural long-term appeal of the Kenya product — wildlife, coast, culture, and MICE — none of which are replicable in competitor destinations.

8.8%

Tourism's GDP Contribution — One of Africa's Highest

Tourism's 8.8% direct GDP contribution positions it as Kenya's second-largest sector — behind agriculture and ahead of manufacturing. Investment in tourism infrastructure, accommodation, and services benefits from this structural importance, with government policy consistently supportive of tourism-oriented investment across all priority sub-sectors.

USD 1.2B

Estimated Tourism Investment Pipeline — 2024 to 2027

KTB's current assessment of the active tourism investment pipeline in Kenya for 2024–2027 stands at approximately USD 1.2 billion — across new lodge and hotel development, coastal resort expansion, Nairobi city hotel pipeline, safari air infrastructure, and digital and technology investments in tourism distribution and MICE infrastructure.

Ranked Africa's Most Attractive Safari Tourism Investment Destination — FDI Intelligence 2024

Kenya was ranked Africa's number one tourism investment destination in the 2024 FDI Intelligence Africa Tourism Investment Report — recognised for the combination of market scale, growth trajectory, government facilitation quality, and the depth and diversity of the Kenya tourism product relative to competing African destinations.

Priority Investment Opportunities

Sub-sectors with the strongest growth and return characteristics

Luxury & Ultra-Luxury Lodges

USD 5M – 50M+

Demand for ultra-premium safari accommodation significantly exceeds supply. Rates at top-tier Mara lodges regularly exceed USD 2,000 per person per night. KTB can facilitate introductions to conservancy partners and government permits.

Nairobi City Hotels

USD 20M – 150M

Nairobi's growing MICE sector and business travel market creates strong demand for internationally branded five-star conference hotels, particularly in the Upperhill and Westlands districts.

Coastal Resort Expansion

USD 10M – 80M

Kenya's Indian Ocean coast — particularly Diani, Watamu, and Malindi — has significant capacity for premium resort development. International operator brands are actively seeking management contracts at new builds.

Tourism Digital Infrastructure

USD 1M – 20M

Tour operator systems, booking technology, DMC digital platforms, and Kenya-focused OTA development represent growing opportunities as Kenya's tourism distribution increasingly shifts to digital channels.

Safari Aviation & Airstrips

USD 5M – 40M

Kenya's bush aviation network connecting lodges to JKIA is a strategic infrastructure gap. Investment in bush airstrip development, aircraft fleet expansion, and scheduled charter services carries strong demand fundamentals.

Kenya investment environment

Corporate tax rate 30%

Tourism investment incentive 10-yr tax holiday (qualifying)

Foreign ownership 100% permitted

Repatriation of profits Unrestricted

Currency Kenya Shilling (KES)

Ease of doing business (EAC rank) #1 in East Africa

Source: Kenya Investment Authority (KenInvest) 2024 · World Bank. Confirm current tax provisions with KenInvest before investment decisions.

15+

International board & association memberships

40+

Active co-marketing partner organisations

Airlines serving JKIA in 2024

Active development partner programmes (USAID, EU, GIZ, IFC, UNWTO, World Bank)

International Boards & Associations

Kenya's Global Tourism Institutional Memberships

KTB represents Kenya's tourism interests at the world's most influential tourism organisations — securing Kenya's voice at international policy tables, accessing intelligence and best practice, and building the bilateral relationships that support Kenya's market development and competitive positioning.

UNWTO

United Nations World Tourism Organization

Full Member State

Kenya holds full UNWTO membership through the Ministry of Tourism and Wildlife, with KTB serving as the designated National Tourism Organization (NTO) in all UNWTO processes. Kenya participates in UNWTO regional committees for Africa, contributing to international tourism policy development, statistical standards, and sustainable tourism frameworks.

Partnership value

Access to UNWTO global tourism intelligence and forecasts

Credibility in international data reporting and benchmarking

Participation in UNWTO technical assistance and capacity building

Member since: 1975

WTTC

World Travel & Tourism Council

Associate Member

WTTC membership connects KTB to the world's leading private sector tourism organisations — global hotel groups, airlines, tour operators, and travel technology companies. WTTC's annual Global Summit and its Research Unit's Economic Impact data inform KTB's strategic planning and provide credible economic evidence for government advocacy on tourism's behalf.

Partnership value

WTTC Economic Impact data used for Kenya's tourism GDP measurement

Access to global C-suite decision-makers in travel and tourism

Participation in Safe Travels, sustainability, and policy initiatives

Associate Member

ICCA

International Congress & Convention Association

National Member — Kenya

ICCA membership is central to KTB's MICE strategy — providing access to ICCA's database of 30,000+ rotating international association meetings, benchmark data on Kenya's MICE performance versus competitor destinations, and the global network of convention bureaux, venues, and PCOs. Kenya's ICCA ranking directly influences international associations' site selection decisions.

Partnership value

Access to ICCA's international association meeting database for bid targeting

Annual ICCA rankings used by associations in site selection

Connection to global PCO and convention bureau network

National Member

RETOSA / ACTA

Regional Tourism Organisation of Southern & Eastern Africa

Full Member — East Africa

Kenya's RETOSA membership positions KTB within the regional African tourism development architecture — enabling participation in the Africa Tourism Monitor, the AfCFTA tourism framework, and the cross-border destination development initiatives that increasingly shape how international visitors experience the continent. East African multi-destination tourism is a growing segment for which regional coordination is essential.

Partnership value

Participation in East African multi-destination marketing

Regional tourism policy coordination and harmonisation

Africa Tourism Monitor data and benchmarking access

Full Regional Member

PATA

Pacific Asia Travel Association — Africa Chapter

Chapter Member

PATA membership provides KTB with a platform within the Asia-Pacific travel trade network — increasingly important as Kenya targets growth in India, China, Japan, South Korea, and Southeast Asia as emerging and developing source markets. PATA connects KTB with Asia-focused travel trade buyers and distribution channels not accessible through other networks.

Partnership value

Access to Asia-Pacific travel trade distribution networks

Intelligence on Asian outbound travel trends and demand

Platform for Kenya promotion at PATA's major travel events

Chapter Member

Bilateral Tourism MOUs

National Tourism Board Partnership Agreements

12+ Active Bilateral Tourism MOUs

KTB maintains bilateral tourism Memoranda of Understanding with national tourism organisations in its key and emerging source markets — including Tourism Australia, Visit Britain, South African Tourism, Tourism Malaysia, and the Morocco National Tourist Office, among others. These bilateral frameworks enable joint research, reciprocal market access, co-promotional activities, and coordinated trade and media engagement.

Current MOU partners include

Tourism Australia · Visit Britain · South African Tourism

Morocco National Tourist Office · Tourism Malaysia

India Ministry of Tourism · UAE Tourism · Rwanda RDB

12+ active MOUs

Co-Marketing Programmes

Joint Marketing with Kenya Tourism Board

KTB's co-marketing programmes enable Kenya tourism businesses, international airlines, and overseas tour operators to combine their marketing investment with KTB's resources and reach — delivering greater impact in priority source markets than either could achieve independently.

Operator Co-Marketing Programme

Open

Kenya-based businesses

Kenya-based tourism operators — lodges, tour operators, camps, coastal resorts, and DMCs — can apply for co-marketing investment from KTB to jointly promote Kenya in international source markets. KTB co-invests in qualifying campaigns with a matching contribution of up to 50% of campaign costs.

Programme deliverables

Matched marketing budget contribution (up to 50% of campaign costs)

KTB brand association and destination endorsement in campaign materials

Access to KTB's international trade and media networks for campaign support

KTB rights-cleared image and video library access for campaign assets

Joint trade and media outreach in target source market

Qualifying: registered Kenya tourism businesses · Application required

Airline Co-Marketing Programme

Open

Airlines serving JKIA

Airlines operating direct services to JKIA can partner with KTB for source market co-marketing — combining the airline's route and pricing promotion with KTB's Kenya destination marketing to convert demand and fill seat capacity. KTB contributes marketing investment, content, and trade support to qualifying airline co-marketing programmes.

Programme deliverables

KTB co-marketing investment in airline's source market campaigns

Kenya destination content and assets for airline channels and CRM

Joint trade briefings in the airline's home market

KTB support for airline-organised media and influencer familiarisations

Coordination with ground handlers and JKIA welcome experience

Qualifying: airlines with active JKIA service · Discussed case by case

Overseas Operator Co-Marketing Programme

Open

International tour operators

International tour operators and travel companies selling Kenya as part of their programme can apply for KTB co-marketing support — contributing KTB Kenya destination content, marketing assets, trade support, and co-branding to the operator's Kenya-focused campaigns in their home market. This programme has been particularly effective in the UK, Germany, and US markets.

Programme deliverables

KTB co-branding and destination endorsement for Kenya programme promotions

Marketing asset supply (photography, video, copy) for the operator's Kenya pages

Trade support — KTB participation in the operator's sales training

Media and influencer support when the operator hosts Kenya-focused press

Qualifying: operators with active Kenya programme · Reviewed annually

National Tourism Board Exchange Programme

Bilateral

Tourism boards only

National Tourism Organisations (NTOs) seeking formal bilateral co-marketing exchange with KTB can engage through the NTO Exchange Programme. This enables reciprocal Kenya promotion in the partner NTO's source markets and the partner destination's promotion in Kenya's outbound market — benefiting from KTB's distribution network and the Magical Kenya platform's reach.

Programme deliverables

Formal bilateral MOU exchange (if not already in place)

Reciprocal destination promotion through each NTO's trade and media channels

Joint trade participation in each other's primary market events

Shared research and intelligence on bilateral visitor flows

Qualifying: national tourism organisations · MOU required

Partnership Enquiry

Tell us about your organisation and the partnership you have in mind — the KTB partnerships team will respond within 2 business days.

Full Name *

Organisation *

Organisation Type *

Partnership of Interest *

Business Email *

Primary Source Market

Brief description of the partnership you are proposing *

Development Partnership Programmes

Development Partners Supporting Kenya's Tourism Sector

KTB works with international development organisations to channel investment, technical assistance, and capacity building into Kenya's tourism sector — strengthening the foundations for sustainable long-term growth.

USAID Kenya

United States Agency for International Development

USAID's Kenya tourism engagement focuses on conservation-linked tourism development, community conservancy economic modelling, and support for small and medium tourism enterprises in priority wildlife corridor zones. KTB coordinates the tourism component of USAID's broader Kenya economic growth programmes.

Bilateral development assistance

European Union — Kenya

EU Delegation to Kenya

The EU's tourism engagement in Kenya includes the EU-funded Kenya Coastal Tourism Development Programme, sustainable tourism standards work, and support for the tourism value chain in coastal counties. KTB is a key institutional partner in EU-funded tourism technical assistance projects.

Development cooperation

GIZ Kenya

Deutsche Gesellschaft für Internationale Zusammenarbeit

GIZ's Kenya tourism work addresses sector capacity building, sustainable tourism certification, and ecotourism enterprise development in key wildlife destinations. GIZ provides technical assistance on Kenya's national sustainable tourism strategy and the green certification framework for tourism businesses.

Technical assistance

IFC — International Finance Corporation

World Bank Group Private Sector Arm

IFC's Kenya tourism engagement includes direct investment in tourism infrastructure, advisory services for tourism businesses on access to finance, and the Tourism Investment Hub — which connects international tourism investors with pre-approved Kenya project opportunities. KTB is IFC's key Kenyan partner for tourism investment facilitation.

Private sector investment

KTB welcomes new development partnership enquiries from multilateral organisations, bilateral development agencies, and international foundations with tourism sector mandates in Kenya.

KTB Partnerships Team

For all partnership, investment, airline, co-marketing, and board enquiries — the KTB partnerships team responds within 2 business days.

partnerships@ktb.go.ke

Contact Partnerships Team