Travel and tourism are a vital part of Kenya’s heartbeat. They keep businesses running, create jobs, and open doors for global connections.
According to the Tourism Research Institute’s 2024 report, Kenya received about 2.39 million international visitors, earning roughly Sh452 billion.
The World Travel and Tourism Council estimates that the sector now contributes close to seven percent of Kenya’s gross domestic product and supports nearly two million jobs.
Still, behind those impressive numbers lies a growing concern. The way people book travel has changed.
Almost everything happens online now, and while that brings convenience, it also opens the door to rogue operators and online fraud. Many travellers have lost money to fake agents or suspicious online intermediaries who disappear once payment is made.
Each such case chips away at the trust that keeps the industry alive.
For this reason, strong regulation should not be seen as a burden but as a safeguard. A clear framework ensures that only licensed, stable, and professionally run agencies operate. It protects consumers while giving legitimate businesses the space to grow.
As Kenya Association of Travel Agents (KATA) has observed, many travellers fall victim to unregistered intermediaries every year, and rebuilding that lost confidence requires firm and transparent oversight.
Outbound travel is also rising fast. The Tourism Research Institute recorded about 1.42 million outbound travellers in 2024, a sign that more Kenyans are venturing abroad for work, study, and leisure. With more bookings being handled through digital platforms, protecting consumer data and ensuring accountability in cross-border transactions have become urgent priorities.
KATA collaborates with the Tourism ministry and the Tourism Regulatory Authority to improve compliance and raise professional standards. Regulation should evolve alongside technology, not against it.
Proper oversight encourages innovation, rewards professionalism, and ensures travellers can book trips with confidence.
A well-regulated industry also strengthens Kenya’s reputation globally.
Airlines, investors, and international partners prefer working in markets that demonstrate transparency and integrity. When rules are fair and consistently applied, trust grows, and so does business.
Strong regulation is not about restricting opportunity. It’s about protecting it. When the system works, everyone wins. The traveller, the business, and the economy.
The writer is a Membership and Communications Officer at Kenya Association of Travel Agents (KATA)