Rapid growth in tourism in Kenya and Tanzania and European tourist spending trends

1. East Africa, a popular destination for European tourists

Serengeti safaris, Kilimanjaro, the beaches of Zanzibar. Kenya and Tanzania attract millions of tourists each year, approximately 30-40% of whom are Europeans. These are not simply "budget travelers," but rather upper-middle-class individuals who actively seek experiences and premium spending.

• Kenya 2024 Tourist Arrivals: 2,394,376 (14.6% increase from the previous year)

• Tanzania 2024 Tourist Arrivals: 2,662,219 (20% increase from the previous year)

  
  

Tourism revenues are also on the rise: Kenya at around KES 45.2 billion, Tanzania at around USD 390 million. Kilimanjaro, Serengeti and Zanzibar are emerging as the top destinations for European tourists to experience.

2. Europeans' visits to Africa and consumption behavior

• Shopping and experience-focused tourism: European tourists combine local experiences with shopping.

  • Purchase souvenirs, local specialties, and premium products at hotels and resorts after safari and marine sports.

  • High interest in cosmetics, food, and lifestyle items

• Online Purchase Connection: Increasing number of people repurchasing products they experienced at their hotel online after returning home.

• B2B Linkage Potential: Some tourists are online sellers and resellers, naturally connecting with distribution networks within Europe.

3. Experiential Space Strategy in Hotels and Resorts

• Experiential space: A showroom where you can see, touch, and use cosmetics, premium foods, and other products.

• Cultural Experience: Introducing traditional and modern Korean products and lifestyles, and offering tourist participation programs.

• Sales Linkage: Building a Channel that Connects In-Hotel Experiences to Online Purchases

4. Tourism Industry Growth and Market Opportunities

nation	Number of tourists (2024)	Year-on-year growth rate	tourism revenue
Kenya	2,394,376 people	14.6%	45.2 billion KES
Tanzania	2,662,219 people	20%	390 million USD

• growth factors

  • Improving safe travel environments

  • Providing various experiential opportunities

  • Increased accessibility with increased direct flights to Europe

5. One-sentence summary

"European tourists visiting Kenya and Tanzania are actively engaging in premium consumption, purchasing cosmetics, food, and lifestyle products locally and in their hotels, along with safaris and nature experiences."