The Kenya Tourism Board (KTB) has announced the launch of a new and extensive campaign to further strengthen tourism ties with neighboring countries and stimulate cross-border travel. Under this new plan, Kenya has set a target to increase the number of visitors from Uganda by 27 percent, reaching 300,000 in 2026.
This renewed tourism push was unveiled during the 2026 Pearl of Africa Tourism Expo (POATE), which recently concluded in the Ugandan capital of Kampala. This major expo served as a platform that brought together tourism industry players, major investors, and travel agency buyers from across the African continent.
Industry experts and stakeholders present at the expo stated that regional travel and tourism from neighboring countries play a critical role in the survival of Kenya’s tourism industry. Particularly at a time when global tourist flows and travel behaviors are shifting, Kenya’s coastal destinations—such as Mombasa—have managed to stabilize their market through tourists from neighboring countries.
According to data released by the Kenya Tourism Board, Uganda maintained its position as Kenya’s leading regional tourist source market in 2025. In that year alone, 234,556 Ugandan citizens traveled to Kenya, accounting for a 31 percent share of all visitors entering Kenya from the African continent. This figure represents an 8.7 percent increase compared with the previous year. Tanzania followed in second place with 209,536 visitors, registering a 7.7 percent growth.
Speaking at the expo, Felix Mwangangi, the Kenya Airways Country Manager for Uganda, noted that improved air connectivity between Entebbe, Nairobi, and Mombasa has contributed significantly to the growth of regional travel.
“Daily flights from Entebbe to Nairobi connect directly to Mombasa, giving passengers easy access to coastal destinations,” said Mwangangi. He added that events like POATE and the Magical Kenya Travel Expo continue to drive passenger volumes significantly.
Frank Gisha, Chief Executive Officer of the East Africa Tourism Platform, explained that sustained joint promotional efforts between Kenya and Uganda have greatly expanded the appeal of Kenya’s coastal destinations among Ugandans. Pointing out that cross-border tourism between the two nations has recorded a 30 percent growth since recovering from COVID-19, the CEO explained that Ugandans are now traveling to Kenya in large numbers for weddings, major conferences (MICE events), and beach vacations.
Representatives from Kenya’s hotel and hospitality sector participating in the expo confirmed seeing high business interest from Ugandan travel buyers. Doris Makena, Group Sales and Marketing Manager for Jacaranda Hotels Kenya, stated that her business engagements during the expo saw a 17 percent increase. She noted that this was driven by a growing demand for unique beach destination weddings, conferences, and experiential travel.
Margaret Masha, Sales and Marketing Manager for Bamburi Beach, Southern Palms, and Royal Zanzibar, emphasized that Kenya and Uganda possess tourist attractions that complement one another. The two destinations offer completely different and mutually supportive experiences; just as there are things you can only experience in Kenya, there are amazing things unique to Uganda, she said, underscoring the importance of regional partnership.
