Kenya saw a 10.4% uplift in global arrivals for 2016 to 1.3 million, with overall UK visitor numbers up by 13% year-on-year in December last year, to 96,404 overall.

Betty Radier, Kenya Tourism Board’s chief executive, said the lifting of travel advisories by the UK, France and the US last year had a “significant impact” on tourism to the country.

“We’ve had a period of about four years of stability and improved security, which has helped hugely,” said Radier.

This led to the lifting of travel advisories against coastal resort towns including Mombasa and Malindi in 2016, with the Foreign Office (FCO) lifting its advice for Lamu Island in March this year.

Following the spike in visitor numbers, the government has increased its marketing budget for tourism from $15 million to $20 million, with 66% of the budget allocated for Kenya’s key source markets including the UK, US, China and India for this year.

Details of the plans will be revealed later in the year. Agent road shows, training, fam trips and digital campaigns are also in the pipeline.

“We have focused on providing opportunities for the trade to incentivise them to sell Kenya and look beyond the beach and safari product,” Radier said.

The next five years will see a swathe of hotels opening in Kenya, from brands including Marriott, Sheraton and Hilton – most of which will be located in the capital, Nairobi.