Kenya Reaffirms Tourism Strength in London as CS Rebecca Miano Leads Strategic Push at World Travel Market 2025

Kenya’s global tourism ambitions took centre stage this week in London, where Tourism and Wildlife Cabinet Secretary Rebecca Miano led a strong delegation from the Kenya Tourism Board (KTB) and over 46 private sector partners at the World Travel Market (WTM) 2025 — one of the most influential travel trade shows in the world.

Under the global theme “Reimagining Travel in a Changing World,” the Kenya stand stood out for its vibrant showcase of the country’s diversity, resilience, and renewed focus on sustainable tourism. The UK remains one of Kenya’s most valuable markets, registering an impressive 12.06% growth, and the country’s active participation at WTM signals a clear intent to turn that growth into long-term, high-value partnerships.

“It has been an honour to lead the Kenya Tourism Board, in collaboration with our private sector partners, in representing Kenya on the global stage,” said CS Miano. “Our participation reaffirms our strategic focus on the UK market. Through this platform, we have strengthened business linkages, solidified contracts, and assured our partners of Kenya’s commitment to sustainability and excellence.”

Miano emphasized that the delegation’s strong presence underscored Kenya’s unity of purpose — a seamless collaboration between government and the private sector aimed at driving growth in arrivals, revenue, and investment.

“The World Travel Market provides an unparalleled opportunity to position Kenya as a top-of-mind destination for discerning travelers seeking authentic, responsible, and unforgettable experiences,” she added.

The Kenya stand attracted thousands of trade visitors, media, and investors eager to explore new travel opportunities. From the idyllic beaches of the Coast to the unmatched safari circuits in the Maasai Mara, Amboseli, and Samburu, Kenya’s message was clear: the country is open, ready, and redefining the future of travel.

WTM remains one of Kenya’s most strategic global marketing platforms, offering a vital benchmark for competitiveness in Europe — a region that accounts for nearly 30% of Kenya’s international arrivals. By engaging the UK market more deeply, Kenya aims not just to recover but to outpace global tourism trends through innovation and sustainability.

Industry analysts have praised Kenya’s proactive diplomacy in tourism marketing, crediting Miano’s leadership for ensuring that Kenya continues to shine as a destination of choice in a fast-evolving global travel landscape.

With its bold showcase in London and its unified team of public and private sector champions, Kenya is sending a strong message to the world: Magical Kenya is not just a destination — it’s an experience that continues to inspire, connect, and transform global travel.