Western Kenya’s tourism circuit, spanning Kisumu, the Rift Valley, and the wider lake region, has long been regarded as one of the country’s most underexploited travel frontiers, despite its strong cultural identity, diverse attractions, and rising appeal among domestic and regional travellers. As Kenya continues to diversify its tourism portfolio beyond the traditional coastal and safari circuits, the western region is increasingly emerging as a strategic growth zone within a rapidly expanding industry.
This growth is unfolding against a backdrop of strong sector performance both locally and globally. The International Air Transport Association reports that global passenger demand rose by 6.1 per cent in February, while African airlines recorded the fastest growth worldwide at 11.9 per cent, underscoring the continent’s accelerating aviation recovery.
Kenya’s tourism sector has also posted robust results. According to the Kenya Tourism Sector Performance Report 2025, the country generated approximately KSh0.5 trillion in tourism earnings, while total tourist arrivals reached an estimated 7.9 million, comprising 2.7 million international visitors and 5.2 million domestic travellers. International arrivals grew by about 9 per cent year-on-year, rising from 2.47 million in 2024 to 2.7 million in 2025—more than double the global average growth rate. Domestic tourism remained a stabilising force, sustaining demand and cushioning seasonal fluctuations.
It is within this environment of expansion that the Western Kenya chapter of the Kenya Association of Travel Agents (KATA) is recording steady growth. Industry stakeholders note that the number of travel agents in the region has been increasing, driven by rising travel demand, improved awareness of industry opportunities, and stronger engagement between airlines and agents.
The growing chapter is also being reinforced through targeted capacity-building initiatives. KATA, in partnership with Skyward Airlines, recently convened a travel masterclass and training session at the Sarova Imperial Hotel in Kisumu, bringing together a significantly larger pool of agents than in previous engagements. The turnout reflected a clear upward trend in participation, with more agents entering the market and existing operators expanding their reach across western Kenya’s growing travel economy.
The session introduced a new airline booking system aimed at improving efficiency and simplifying the reservation process, equipping agents with tools to operate more competitively in a digital-first environment. Participants underwent hands-on training, reinforcing the shift toward technology-driven service delivery within the sector.
KATA Chief Executive Officer Nicanor Sabula and Western Region Liaison Grace Ogwa commended the agents for their dedication and enthusiasm, praising the strong turnout and active participation as a clear sign of the chapter’s growth and rising professionalism.
According to industry players, the increasing number of agents in the Western chapter is being driven by the region’s untapped tourism potential, improved air connectivity, and the gradual decentralisation of Kenya’s travel industry beyond Nairobi. Kisumu, in particular, is emerging as a key hub for travel activity in the lake region, with ripple effects extending into surrounding counties.
The expansion of KATA’s western chapter is seen not only as an organisational milestone, but also as a reflection of a broader shift in Kenya’s tourism landscape, one that is increasingly inclusive, decentralised, and driven by rising local enterprise.
With continued training, stronger airline partnerships, and growing agent participation, western Kenya is positioning itself as a rising force in the country’s travel ecosystem, with the KATA chapter playing a central role in shaping that trajectory.
