The World Travel & Tourism Council’s (WTTC) 2024 Economic Impact Research (EIR) has revealed a record-breaking year for Travel & Tourism in Kenya, contributing KES1TN to the national economy in 2023. Sector jobs grew 6% to reach a record 1.55m., accounting for one in 13 jobs across the country.
While domestic visitor spending reached more than KES 466bn. last year, almost 15% over the previous peak and setting a new record, spending by overseas visitors continued to trail the highpoint of 1999 to reach just KES 266bn.
Julia Simpson, WTTC President & CEO, said; “The recovery of Kenya’s Travel & Tourism sector is a testament to its resilience. Achieving record-breaking growth across economic contribution, jobs, and domestic visitor spending highlights the sector’s vital role in the nation’s economy. Although international visitor spending is currently lagging behind its high point, the future of Travel & Tourism in Kenya looks strong, with substantial opportunities for growth and development over the next decade.”
According to the global tourism body’s latest research, Travel & Tourism’s contribution to Kenya’s economy is forecast to grow 9% year-on-year to reach almost KES 1.15TN. Jobs supported by the sector are projected to reach more than 1.6m., representing almost 8% of jobs in Kenya. Domestic visitor spending is expected to continue driving the sector to reach KES 521BN, but spending by travellers from overseas is forecast to remain below the previous high to reach KES 289.5bn.
With the right government support, WTTC is forecasting that the sector could grow its annual GDP contribution to KES 1.7tn. by 2034, representing 7.4% of Kenya’s economy, and could potentially employ more than 2.2m. people across the country.
Tanzania’s Travel & Tourism Reached Record Breaking Levels in 2023
According to data, Travel & Tourism contributed TZS 18.6tn, to the national economy of Tanzania, surpassing the previous 2019 peak by 4%, representing 9.5% of the economy, showing the importance of the sector to the economic output. Visitor spending also reached record levels in 2023, with international visitor expenditure surpassing TZS 8TN, and domestic spending reaching TZS 3.7tn., 11.1% and 12.8% above 2019 levels respectively. Employment climbed to more than 1.4m., adding more than 97,300 new jobs, but still 7.4% behind the 2019 high point.
According to the global tourism body, this positive trend will continue this year, as the sector’s contribution to Tanzania’s national economy is projected to reach TZS 20.3tn. in 2024, representing nearly 10% of the economy.
Visitor spending is forecasted to rise significantly again this year, with international visitor expenditure anticipated to reach TZS 8.7tn., up 8.5% from 2023, while domestic visitor spending is projected to grow to more than TZS 3.9tn.
Employment within Travel & Tourism is expected to reach record levels this year, with the number of jobs projected to grow to more than 1.5MN, highlighting the sector’s role as a major employer in the country.
Julia Simpson said: “Tanzania’s Travel & Tourism sector is growing from strength to strength, contributing record numbers to the national economy. This underscores the sector’s crucial role in driving economic development and job creation, with projections indicating continued growth and increased employment over the coming years.”
In 2034, Tanzania’s Travel & Tourism sector is expected to see a substantial growth, reaching TZS 30.9tn. The sector is also projected to continue contributing to job creation, with total employment set to reach 2.25m., adding 710,000 new jobs – employing almost one in 15 workers in the country.
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Wu Dan
Editor Ⅲ: Liu Guosong
