Nairobi, Kenya, is set to become the epicenter of African tourism in October 2025, as the Kenya Tourism Board (KTB) and the African Tourism Board (ATB) join forces to co-host the African Tourism and Investment Forum (ATIF) during the 15th Magical Kenya Travel Expo (MKTE).
This landmark partnership, announced on August 9th, 2025, marks a bold step toward transforming the continent’s tourism landscape, fostering investment, and showcasing Africa’s vibrant potential to the world.
The collaboration, sparked by African Tourism Board’s proposal on June 18th, 2025, reflects a shared vision for a thriving, interconnected African tourism sector.
Set to take place from October 1st to 3rd at the iconic Uhuru Gardens National Monument and Museum in Nairobi, the African Tourism and Investment Forum (ATIF) will be a centerpiece of the Magical Kenya Travel Expo (MKTE) 2025, an event expected to draw over 6,500 delegates from 40 countries, including 400 exhibitors and 200 international buyers.
This represents a remarkable 62.5% increase in attendance compared to the 2024 expo, signaling the growing global interest in African tourism.
June Chepkemei, Kenya Tourism Board (KTB)’s Chief Executive Officer, emphasized the partnership’s significance in an official letter to Dr. Cuthbert Ncube, African Tourism Board’s Executive Chairman. “The Kenya Tourism Board is fully committed to the success of the African Tourism and Investment Forum (ATIF) and welcomes the opportunity to co-organize this important forum,” she stated.
“This collaboration is a testament to our dedication to fostering a dynamic investment climate and showcasing Africa’s immense potential on the global stage.” Ncube echoed her enthusiasm, noting, “This partnership is a clear confirmation of both organizations’ resolve to deliver a high-impact ATIF 2025 that will shape the future trajectory of African tourism.”
Kenya’s tourism sector, a cornerstone of its economy and the second-largest foreign exchange earner after agriculture, is poised for a record-breaking year.
Projections estimate it will contribute KES 1.2 trillion (approximately $9.2 billion) to the national economy in 2025, a 24% increase from 2019 levels, while supporting 1.7 million jobs.
From the majestic wildlife safaris of Maasai Mara to the pristine beaches of the Indian Ocean coastline, Kenya’s diverse offerings, coupled with its rich cultural heritage and growing niches like adventure sports and eco-tourism, make it a natural hub for this continental initiative.
The African Tourism and Investment Forum (ATIF) will serve as a dynamic platform for industry leaders, investors, and stakeholders to forge new collaborations and unlock opportunities within East Africa’s thriving tourism sector.
The forum will feature robust investor engagement, strategic matchmaking, and innovative branding initiatives, all designed to amplify Africa’s tourism potential.
By integrating the African Tourism and Investment Forum (ATIF) into Magical Kenya Travel Expo (MKTE), Kenya is positioning itself as a gateway for tourism investment, leveraging its stable economy, strategic location, and growing middle class to attract high-impact projects.
Opportunities abound, from luxury and eco-friendly resorts to adventure tourism and wildlife conservation initiatives.
The Magical Kenya Travel Expo itself is a celebration of Kenya’s allure, showcasing its iconic “Big Five” safaris, vibrant urban experiences, and cultural heritage.
This year’s event will provide an unparalleled opportunity for over 5,000 tourism professionals to connect, collaborate, and explore new ventures.
The inclusion of ATIF elevates the expo’s scope, fostering intergovernmental dialogue and presenting a curated selection of bankable projects to redefine tourism development across the continent.
This partnership builds on KTB’s broader commitment to regional collaboration, as seen in its recent participation at the Zambia Travel Expo (ZATEX) 2025, where it promoted intra-African travel and strengthened ties with other African destinations.
By aligning with the African Tourism Board (ATB), Kenya Tourism Board (KTB) is not only amplifying Kenya’s voice but also championing a unified approach to tourism growth across Africa.
As preparations for October 2025 accelerate, the international tourism community is buzzing with anticipation. With both organizations moving swiftly to finalize the African Tourism and Investment Forum (ATIF) program and onboard strategic partners, Nairobi is poised to host a milestone event that will not only elevate Kenya’s status as a premier global destination but also pave the way for a new era of African tourism.
Stay tuned for an event that promises to ignite inspiration, drive investment, and celebrate the boundless possibilities of Africa’s tourism future.
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