For years, Kenya was little more than a stopover for South Africans heading to Zanzibar. Now, thanks largely to social media, Diani is beginning to attract travellers who want something different from the island’s coast.
Tsakane Balonyi-TK, a Johannesburg-based travel agent with more than 15 years’ experience, says South African holidaymakers have traditionally favoured four destinations: Phuket in Thailand, Bali in Indonesia, Dubai and Zanzibar. Kenya has never featured on the radar.
‘When we South Africans go to Zanzibar, we try to combine it with other East African countries,’ she explains.
‘We realised that Nairobi is a good stop when travelling from South Africa to Zanzibar, especially because Nairobi has a national park. So we would spend one or two nights in Nairobi before flying to Zanzibar on the same airline, Kenya Airways. It becomes easier logistically and makes sense cost-wise as well.’
According to the latest report from the Ministry of Tourism, Kenya received 36,747 visitors from South Africa in 2025, a drop of 5.2 percent from 2024, when Kenya received 38,247 South African visitors, making it the country’s ninth-largest African source market and 17th overall. The 5.2 percent drop pushed South Africa to 13th place among Kenya’s top 30 source markets in 2025.
Yet a surge in inquiries about the Kenyan South coast, and Diani in particular, is prompting South African agencies to rethink how they package holidays to the region. TK, who was recently in Kenya for the Magical Kenya Travel Expo (MKTE), admits she was not initially convinced about selling Kenya’s coast as a destination for her clientele.
‘I have been to Kenya, but not the Kenyan coast. Kenya was not a destination South African tourists were particularly keen on; personally, I didn’t know much about Diani,’ she says. ‘But then we started receiving all these inquiries, which prompted me to want to come for the MKTE to get a clearer picture of the kind of holidays we could sell.’
In recent weeks, her agency has confirmed three Diani bookings and fielded more than 10 further inquiries about the Kenyan coast.
The TikTok effect
Zanzibar’s appeal, she says, rests on more than turquoise water and white sand. The island has built a collection of experiences that content creators can turn into short, shareable clips.
‘Everyone knows that the beaches of Zanzibar are more beautiful than the ones that we have in South Africa,’ she says. ‘But the most important thing that fascinates South Africans is the water activities you find in Zanzibar. You’ve got your jet skis and all that. I think the market of Zanzibar has really capitalised on the activities, and it’s really selling.’
Influencers showcase those experiences, their followers ask where to find them, and the inquiries follow.
‘These days South African travel is mostly influenced by social media,’ she says. ‘What they see on TikTok often determines where they want to go next.’
Kenya’s coast is now benefiting from the same process. Local travel influencers are showcasing Diani more than any other Kenyan destination, and South Africans, who have long known Kenya only as a safari country, are taking notice.
‘We honestly didn’t know of Diani as a destination,’ TK says. ‘South Africans know Kenya as a safari destination, but South Africans aren’t big on safaris when they go out of the country, because back home we have one of the biggest game reserves, Kruger National Park.’
Suited to more ‘mature’ clients
TK believes Diani can compete with Zanzibar by offering something different rather than copying its formula.
‘For South African travellers seeking lively nightlife, abundant water sports and a fast-paced holiday, Zanzibar retains its appeal,’ she says. ‘Diani, in contrast, is more relaxed, not as fast-paced as Zanzibar, with an atmosphere suited to people who want to slow down. I would call them more ‘mature’ clients who want to enjoy a quiet getaway.’
She also sees untapped potential in the South coast’s cultural offering. ‘What I also enjoyed about Diani, and perhaps hasn’t been amplified enough, is the cultural shows. These could also be a very appealing factor for a mature client. It’s something they would like, given my experience in this business.’
That positioning could widen Kenya’s appeal among couples, families and higher-spending travellers who want a beach holiday without nightlife as its centrepiece. It also gives tour operators a sharper proposition: rather than selling Diani as just another beach destination, they can pitch it around the kind of holiday the visitor wants.
TK also notes the quality of Diani’s accommodation. She points to the rise of five-star properties, villas and Airbnbs as a draw for more affluent visitors. ‘Accommodation is not merely somewhere to sleep; it can shape the entire holiday experience and determine how much a visitor is willing to spend,’ she says.
Zanzibar, she notes, offers three-, four- and five-star options for different budgets, and younger holidaymakers who plan to spend their time exploring or partying may care less about the hotel. ‘Diani’s appeal to a more comfort-conscious clientele could allow hotels to sell not just rooms but a complete premium experience.’
For her confirmed bookings, she quoted between $1,000 (Sh130,000) and $2,000 (Sh260,000) per person for a standard five-day holiday including return flights, accommodation and basic activities.
Easier access
Kenya Tourism Board (KTB) spokesperson Kimutai Nge’no attributes the growing interest in the South coast, among South Africans and other travellers, to easier travel requirements, better air connectivity and upgraded infrastructure.
‘We can attribute this to the simplified visa requirements between Kenya and South Africa, as citizens of both countries can travel between the two without requiring visas,’ he says. ‘There is also seamless connectivity through our national carrier, Kenya Airways, which operates direct flights to Johannesburg and Cape Town. Direct flights enhance accessibility and convenience.’
He adds that the establishment and upgrading of Diani Airport have also played a part. ‘Travellers are taking photos at the airport and sharing them on social media, helping to showcase the destination and reassure potential visitors about the comfort and convenience of travelling there.’
The KTB also credits the nine tourism circuits launched in 2024 under Tembea Kenya. ‘These circuits are part of our ongoing efforts to diversify Kenya’s tourism appeal,’ says KTB chief executive June Chepkemei.
‘They not only showcase the best of Kenya but also provide an opportunity for inclusive growth, ensuring tourism benefits reach every corner of our beautiful country. They highlight undiscovered gems such as Diani, inviting travellers to explore the full diversity of our country’s landscapes, culture and wildlife.’
2.7 million international visitors
The Coast Tourism Circuit, launched in November 2024, aims to raise visitor numbers through collaboration between national and county governments and the private sector, with joint marketing and tailored tourism packages.
According to the Ministry of Tourism and Wildlife’s 2025 figures, Kenya welcomed about 2.7 million international visitors in 2025, up from roughly 2.47 million in 2024.
However, not everyone is convinced the coast can win over high-end international travellers.
Victor Shitaka, a hotelier and former long-serving chairperson of the Kenya Coast Tourism Association, says established beach destinations have simply been better positioned.
Seychelles, Mauritius and Zanzibar are seen as premier luxury retreats, he argues, even though Kenya has stunning beaches, vibrant Swahili culture and rich marine biodiversity.
Lack of pen skies policy
He blames restrictive air access.
‘A major challenge affecting Kenya’s coastal tourism is its restrictive air access policies compared to other leading beach destinations,’ he says.
‘The lack of an open skies policy, which allows more foreign airlines to fly directly into key destinations, has limited flight availability, which keeps airfares high and reduces accessibility for international travellers. Tourists have to wait for an hour or two before connecting to our coast, compared to other destinations where they fly direct.’
Seychelles, Zanzibar and Mauritius, by contrast, have embraced open skies agreements, which encourage direct flights and push fares down through competition.
‘By liberalising its airspace and enhancing direct connectivity to coastal hubs like Mombasa and Diani, Kenya could significantly enhance its attractiveness to global tourists,’ Shitaka says.
He also points to the lack of internationally recognised luxury hotel chains.
‘Zanzibar and the Seychelles are miles apart from our coastal Kenyan beach experience,’ he observes. ‘They have private islands in the middle of the bluest, warmest ocean, versus fairly busy beaches on the continent, which cannot compete fairly. They also have more global hospitality brands like Four Seasons, St Regis or Ritz-Carlton.’
TK agrees that much remains to be done, particularly on how the destination is perceived abroad. South Africa, she notes, benefits from strong infrastructure, international flight links and effective marketing; Cape Town has become so prominent that some travellers assume it is the capital.
The opportunity
Kenya, she argues, has a similarly strong identity in safari tourism. ‘If there is one thing I have to give to Kenyans, it is how well they know how to sell safari,’ she says. ‘Kenya has already established an international reputation for safari tourism, and I think they should now shift focus to selling the coast as well and give Zanzibar a run for its money.’
But that takes more than occasional promotional visits or a burst of social media content, she warns. ‘Influencers can introduce Diani to potential visitors, but travel agents need usable photographs, reliable product information, accommodation rates and itineraries that can be turned into actual sales.’
For now, though, the trend is clear. ‘Right now, the Kenyan South coast is what South Africans are looking at,’ she says. ‘So that’s what we’re going to market, because it’s the latest trend we have picked up.’