(Mombasa) – Kenya’s tourism industry is shifting its focus toward beach tourism as it struggles to maintain its appeal as a safari destination, particularly in the wake of rising park entry fees. The country is increasingly turning to beach packages to attract tourists, as safari lodges have reported a decline in bookings, largely due to the higher costs introduced by Kenya Wildlife Services (KWS) earlier this year.
According to tourism industry stakeholders, Kenya is hoping to leverage its beach destinations to attract both local and international visitors during the holiday season. Maureen Okore, the regional marketing director for TPS Eastern Africa (Serena) Limited, noted that beach resorts, particularly in popular locations like Diani, have seen promising booking numbers for the November-December and early January periods. This trend contrasts with the safari lodges, which have experienced a slump in bookings since the hike in park entry fees introduced in January.
Serena Beach Hotels, part of TPS Eastern Africa, has enjoyed solid bookings for the upcoming holiday season. However, Okore highlighted that the high costs associated with visiting Kenya’s national parks have pushed many potential tourists to consider alternative destinations, including Tanzania, which offers similar safari experiences but at more affordable rates. “Kenya has out-priced itself,” said Okore, citing Tanzania’s competitive packages as a key factor in the shift.
The increase in entry fees for Kenya’s national parks, which affected popular destinations such as Nairobi National Park, Amboseli, Tsavo, and Maasai Mara, has been particularly impactful. For instance, the entry fee to Maasai Mara rose from $200 to $400, a significant hike that has discouraged many local and regional tourists from visiting. With Kenya still recovering from the economic impacts of the COVID-19 pandemic, these price increases have added to the financial strain on both tourists and the tourism industry.
In addition to the increased park entry fees, the tourism sector has also been burdened by new taxes, including a 14 percent Value Added Tax (VAT) and a two percent tourism levy, which have further raised operating costs. Sam Ikwaye, the executive officer of the Kenya Association of Hotelkeepers and Caterers, expressed concern over these developments, stating that Kenya’s tourism policies are pushing tourists toward more affordable neighboring countries. The move by Zanzibar to launch direct flights, coupled with support from government ministers to grow their tourism sector, has given them an edge in attracting tourists.
Despite these challenges, Kenya’s tourism industry saw a record high in earnings last year, with revenues reaching Sh352.54 billion, driven by an increase in visitor numbers. This surge in earnings was a welcome boost, but stakeholders argue that the country’s tourism policies must adapt to the evolving market to remain competitive.
Kenya’s beach destinations, particularly Diani Beach in Kwale County, have continued to perform well. Diani was once again named Africa’s leading beach destination in the 2024 World Travel Awards, marking the eighth time the beach has earned this title. Diani’s picturesque white sands and pristine waters have long made it a top choice for beach lovers, contributing to its ongoing success in the face of growing competition from other regions.
It remains to be seen how the country’s safari industry will adapt to the rising costs and competition from neighboring countries as Kenya shifts its focus to the beach tourism sector. For now, the country’s beautiful beaches and resorts are providing a ray of hope for a sector that has been hit hard by economic pressures and policy changes.