Uganda is Kenya’s leading source market for tourists among EAC member states, and third in the world.
According to data released by the ministry of tourism in Kenya, Uganda takes a market share of 6.4 per cent.
US is now the top source market for Kenya, with a share of 11.8%, closely followed by UK with a share of 11.1%.
China stands at 5.5% and Germany closes the top 6 list with a share of 5.1%
“Markets such as USA, India, China, Uganda, South Africa have significantly higher shares than they did in 2011, while the traditional European markets seem to have shrunk e.g. UK, Italy, Germany, France. Consistent investment in these growing markets is imperative, while product innovation would play a major role in revamping the traditional markets and delivering authentic experiences.” Reads the report in part.
The country’s tourism numbers have skyrocketed in the past one year with the percentage increase hitting a double digit growth to stand at 20 per cent in revenues from the sector. The revenue raked in by the sector now stands at $ 1.190 billion (Sh119.9 billion) compared to 988.9 million dollars (Sh99.69 billion) recorded in 2016.
The increase in arrivals to Kenya outpaced the estimated global growth in tourism numbers, according to the latest United Nations World Tourism Organization (UNWTO) World Tourism report which indicates that international tourist arrivals (overnight visitors) worldwide increased by 7% to reach a total of 1.32 billion in 2017.
Tourism and Wildlife Cabinet Secretary, Najib Balala said Kenya grew stronger in 2017 as a destination brand following positive visibility and endorsement it received through global accolades such as the World Travel Awards’ declaration of Kenya as the world’s best safari destination. This was achieved despite a busy electioneering season that threatened to slow down tourism activities.
In 2017, Uganda topped the list of Kenya’s top source markets in Africa, growing by 20.6% to 61,542 arrivals. It was followed by South Africa, which grew by 9.8% to record 39,441 arrivals. Arrivals from Tanzania increased by 21.8% to 21,110.