In 2022, some 1.5 million tourists visited Kenya, visits up 70% from 2021, but still not reaching pre-pandemic levels, despite the gradual lifting of restrictions. In 2019, around 2 million tourists visited the East African country.

As of 2026, the primary tourism trend in Kenya is a shift toward "High-Value, Low-Impact" sustainable travel and authentic cultural immersion. There is a significant move away from crowded, traditional vehicle safaris toward guided walking safaris and exclusive stays in private conservancies. Kenya has also seen a surge in eco-friendly transport, with many national parks transitioning to electric safari vehicles (EVs) to reduce noise and carbon footprints. Another major trend is the "Maasai-led" tourism model, where local communities are primary stakeholders and guides, offering travelers deeper insights into indigenous heritage. Additionally, the "Visa-Free" policy implemented in recent years has boosted regional and international arrivals, particularly among Gen-Z travelers who are looking for "workations" that combine high-speed digital connectivity in Nairobi with short, frequent trips to coastal gems like Lamu or Diani Beach.