South Africa is strengthening its tourism push in Kenya after arrivals from the East African market increased by 11.3 per cent in the first seven months of 2026, prompting a larger South African presence at the Magical Kenya Travel Expo in Nairobi.
A total of 20 South African tourism businesses are taking part in the 16th Magical Kenya Travel Expo (MKTE), held from October 6 to 8 at Uhuru Gardens. The delegation also includes the South African National Convention Bureau, with participation rising from 17 South African businesses at last year’s event.
The increase comes as South Africa records stronger visitor numbers from Kenya. Between January and July 2026, 32,067 Kenyan tourists travelled to South Africa, an 11.3 per cent increase compared with the same period in 2025.
Evelyn Mahlaba, Regional General Manager for Africa at South African Tourism, said the growth in the Kenyan market presents an opportunity for South African tourism businesses to expand their regional relationships.
“Kenya is showing positive year-to-date growth, and that creates a real opportunity for our tourism businesses,” Mahlaba said.
The wider African market has also recorded strong growth. South Africa welcomed 5.2 million arrivals from across Africa between January and July, representing a 14.3 per cent increase from the same period a year earlier. Total international arrivals reached 6.58 million, up 12.4 per cent.
For South African Tourism, the Nairobi expo is not only about promoting destinations. A major focus is creating direct business opportunities between South African tourism companies and buyers in Kenya, particularly for smaller enterprises that may have fewer opportunities to access international markets.
Fourteen of the 20 South African companies attending MKTE are small, medium and micro enterprises, making up 70 per cent of the country’s delegation. Their presence is significantly higher than last year, when 10 SMMEs participated.
The businesses are expected to meet travel agents, tour operators, MICE buyers and other tourism industry representatives during the three-day expo. MICE refers to meetings, incentives, conferences and exhibitions, a segment that is important to destinations seeking business and group travel from regional markets.
Kenya is regarded as an important source market for South Africa within East Africa, supported by direct air links and established relationships between travel businesses in the two countries. South African Tourism is using those existing connections to encourage more cooperation between tourism sellers and buyers.
The organisation will also host a networking dinner in Nairobi on October 7 for around 100 representatives from the travel trade, MICE sector and corporate travel industry.
The engagement will continue after MKTE closes. Participating South African tourism businesses are scheduled to meet travel agents in Nairobi on October 9, giving the delegation another opportunity to develop commercial relationships with Kenyan travel professionals.
South Africa’s tourism industry is entering these discussions with additional international recognition. At the 2026 World Travel Awards, South African destinations and tourism businesses received 19 honours across Africa. Among those recognised were Cape Town, Durban ICC and FlySafair.
The increased focus on Kenya reflects a broader strategy to grow travel within the African continent. Africa already provides the majority of South Africa’s international tourist arrivals, but South African Tourism believes the market has further room for expansion as airlines, travel companies and tourism businesses improve connections between African countries.
“Africa already accounts for the majority of South Africa’s international tourist arrivals, but there is still significant room to grow travel between African markets,” Mahlaba said.
She added that better access, stronger partnerships between tourism businesses and making South African tourism products easier for travel companies to package and sell would be important to achieving that growth.
With Kenyan arrivals already showing double-digit growth this year, South Africa’s larger presence at MKTE signals an effort to turn that momentum into stronger trade relationships and more business between the two tourism markets.
South Africa’s delegation is exhibiting at Stand D11 at Uhuru Gardens during the October 6 to 8 expo.
