Amboseli has emerged as Kenya’s fastest-growing wildlife park in terms of tourism, recording a surge in visitor numbers even as the renowned Maasai Mara experiences a decline.
The number of visitors to Amboseli grew by 19 percent compared to Maasai Mara, which recorded an 18 percent decline, according to the latest Economic Survey.
Tour operators say they too have seen a steady rise in especially domestic travellers, driven by affordability, accessibility, and a growing appetite for homegrown adventure.
Visitors to Amboseli rose to 266,000 last year, compared to 50,000 five years ago.
But what is causing the spike?
David Iteyo, the chief executive officer of Crowned Eagle Safaris, says the trend picked up mid-2023. The desire to discover new destinations and post-Covid domestic tourism campaigns encouraged more Kenyans to explore local destinations.
"For instance, in my company alone, we've had a 20 percent increase in people choosing to tour Amboseli compared to last year," Mr Iteyo says.
He also attributes this growing interest in Amboseli to improved road infrastructure and a wider range of affordable hotels and lodges compared to Maasai Mara, which tends to attract well-to-do travellers.
The reliable elephant sightings — including the famous tuskers — and the stunning views of Mount Kilimanjaro the park is known for have made Amboseli a bucket list destination.
The CEO of Crowned Eagle Safaris, David Iteyo.
Photo credit: Pool
"Social media has also played a role in marketing Amboseli. Visibility through content shared by tour operators, influencers, and bloggers has played a huge role," Mr Iyeyo says.
The number of visitors to national parks and game reserves went up by 2.8 percent from 3.6 million in 2023 to 3.7 million in 2024, with Amboseli's appeal especially amplified by social media, thanks to Instagrammable backdrops like elephants set against Mount Kilimanjaro, and targeted influencer campaigns such as #WhyAmboseli, which have helped capture the attention of younger, digital-savvy travellers.
Major driver
Cost, he notes, remains a major driver. "There are also slightly affordable hotel options [compared to such facilities in Maasai Mara and Nairobi]," he adds.
"Shared transport and weekend specials from tour operators have also helped make Amboseli more affordable."
Mr Iteyo cites data from their tour agency which shows that young adults, couples, and families lead as top travellers, with most of them preferring two-night packages that blend relaxation and adventure without needing extended time off from work.
Even during the off-peak season [April to June and again from October to December], Mr Iteyo says bookings remain steady as local travellers take advantage of discounted rates and fewer crowds.
Eric Njoroge, the director of Rav Africa Safaris, another tour agency has also taken notice of the shift. Data from his company shows that more than 20 Kenyans have toured Amboseli this year, compared to last year.
"The trend started with the rise of cost in the main 'competitor' of Amboseli, which is Maasai Mara," he says.
For Mr Njoroge, cost is the driver of the shift. "Amboseli not only provides a cheaper alternative but also has quality accommodations, good food, and affordable entry fees."
Wildlife and scenery are key attractions too. "Amboseli offers the view of the highest stand-alone mountain in the world, Mount Kilimanjaro, and also has many elephants among other animals," he adds.
Who's driving demand?
From his data, families and couples are booking one or more nights, while young adults tend to go for day trips.
Winnie Nyakundi, another tour operator, has also seen a sharp spike in demand. She says the number of tourists visiting Amboseli — both for day trips and overnight stays — has risen from just five to 230.
This, she shares, is largely due to Amboseli's lower entry fees compared to the Maasai Mara. "If you are an adult non-resident in Maasai Mara, you will part with $100 (Sh12,911) during off-peak and $200 (Sh25,823) in high peak season — for only 12 hours. Once you exit the gate, that's it. For Amboseli, whether it’s high or low season, you will only be charged $60 (Sh7,747) and it's valid for 24 hours," she says.
Accommodation is also more affordable. "Definitely — a camp owner with a property in the Mara may have the same structure in Amboseli, but the price in Amboseli is cheaper," she adds.
"The reason why it is a selling point is that it is closer to the Serengeti. So, I'd better sell Amboseli, then proceed to Serengeti for the wildebeest migration — it's cheaper."
She notes that families are at the forefront of this trend, as they seek vacations that allow them to relax without straining their pockets.
Other growth spots
Increases in visitor numbers were also recorded at Nairobi Safari Walk, Nairobi, and Lake Nakuru national parks. A notable decrease in visitors was recorded in Haller’s Park in 2024. The number of visitors to Maasai Mara game reserve dipped by 18.3 percent to 343,000.
A tour van drives past a herd of African zebras in Amboseli National Park.
Photo credit: Shutterstock
"In contrast, the Maasai Mara, despite its global fame, has seen relatively slower growth among domestic travellers outside the peak migration season," says Paul Udoto, Senior Corporate Communications Manager at Kenya Wildlife Service (KWS).
"Feedback from tour operators such as Gamewatchers Safaris and properties like Amboseli Serena Safari Lodge points to a 30 to 40 percent increase in bookings from Kenyan residents since 2021," he adds.
Mr Udoto points to Amboseli's convenience and price point as key selling points. Located around five hours by road from Nairobi, entry is Sh860 for Kenyan citizens, compared to Sh1,200 at the Maasai Mara.
"The opening of high-end lodges like Angama Amboseli in Kimana Sanctuary has attracted both domestic and international tourists seeking luxury experiences," he adds.
The park offers unique experiences such as sunrise hot air balloon safaris, operated by Kilimanjaro Balloon Safaris, with breathtaking views of elephants against the backdrop of Mount Kilimanjaro.
"Cross-border tourism through Namanga and Loitokitok has also expanded, with Tanzanian tour operators including Amboseli in packages that combine Kilimanjaro and Arusha," Mr Udoto says.
Amboseli is also home to a thriving elephant population made famous by the Amboseli Trust for Elephants and Dr Cynthia Moss's pioneering research.
Wedding destination
Amboseli is also increasingly becoming a wedding destination and one that attracts eco-conscious groups.
Lodges such as Tortilis Camp seek to blend business with nature — a factor that continues to drive repeat visits.
Mr Udoto also notes that Amboseli's frequent appearance in international documentaries, particularly on platforms like National Geographic, has significantly increased its visibility and desirability among Kenyan audiences.
More intimate experience
Additionally, the park's integration with local Maasai communities through the Eselenkei and Selenkay group ranches offers immersive cultural experiences, including warrior-guided bush walks, village visits, and traditional meals.
"Compared to the crowded Maasai Mara during the peak July–October wildebeest migration season, Amboseli offers a serene, less congested safari experience that is quieter and more intimate — free from the pressures of mass tourism," Mr Udoto says.
