According to the latest findings from the Glass House Brand Trust Report 2025, Tanzania has surpassed all its East African counterparts to become the most preferred destination for Kenyans looking to relocate. The survey, which explored the trust dynamics between Kenyan consumers and organizations, revealed that 35.25% of respondents chose Tanzania over other East African nations, citing its stability, affordability, and cultural affinity as key driving factors. The report offers crucial insights into shifting perceptions within Kenya and points to larger regional migration patterns shaping the future of East African tourism and travel.

Why Tanzania Stands Out: Key Factors Behind Its Popularity
Kenyans seeking relocation appear to be increasingly drawn to Tanzania due to several significant factors. Chief among them is the country’s relatively low levels of corruption, which 15% of respondents pointed out as a crucial reason for their preference. Transparency and good governance remain top priorities for those contemplating a move to neighboring countries, with Tanzania presenting a more stable alternative to Kenya’s longstanding corruption challenges.

Beyond governance, affordability played a prominent role in respondents’ decisions, with 14.5% highlighting the low cost of living in Tanzania as a major incentive. Economic stability also ranked highly, with 14% of those surveyed expressing confidence in Tanzania’s growing economy and its potential for future prosperity.

Safety and cultural familiarity were also noted as important factors. With 11.5% of respondents citing safety concerns as a major factor in their decision, Tanzania’s reputation for being a peaceful and secure country resonates strongly with Kenyans. Moreover, the cultural ties and shared East African heritage were appreciated by 11% of respondents, making Tanzania a natural fit for those looking for a place that offers a sense of belonging.

Lifestyle factors, including the work-life balance and the environment, ranked as middle-tier considerations, contributing to the appeal of Tanzania. Although job opportunities and infrastructure were cited by smaller percentages of respondents, they remain key components of the overall decision-making process, with 6% and 5.75%, respectively.

Rwanda and Uganda Follow Suit in the Relocation Race
While Tanzania takes the top spot, Rwanda and Uganda closely follow in second and third place, respectively. Rwanda, known for its strong governance, cleanliness, and safety measures, was favored by 31.5% of Kenyans, making it the second most preferred destination in East Africa. Rwanda’s ambitious reforms, particularly in areas like governance and infrastructure, have earned it a reputation as a safe and well-governed country, further enhancing its appeal to Kenyan expatriates.

Uganda, with its vibrant culture and proximity to Kenya, rounds out the top three with 20% of respondents selecting it as their preferred relocation choice. However, Uganda’s appeal was somewhat diminished by concerns over political instability, which could be a factor affecting its overall ranking in comparison to Rwanda and Tanzania.

Kenya’s Challenges: Corruption and Cost of Living Drive Migration Trends
While Tanzanian, Rwandan, and Ugandan destinations attract Kenyans seeking new opportunities, the reasons behind the growing discontent with their home country are clear. When asked to elaborate on their reasons for considering relocation, many respondents pointed to corruption as a significant issue in Kenya. Nearly 29% of the sample cited corruption as the most persistent challenge, affecting the efficiency of public services, inflating costs, and diminishing faith in public institutions.

The cost of living was another pressing concern for 23% of respondents. With inflation and rising household expenses dominating public discourse, many Kenyans find it increasingly difficult to maintain their quality of life. High living costs, particularly in urban centers like Nairobi, are prompting people to seek more affordable options in neighboring countries.

Healthcare, which was flagged by 21.25% of respondents, remains a source of frustration for many Kenyans. Challenges in accessing affordable, high-quality healthcare services, coupled with long wait times and understaffed facilities, have led to widespread dissatisfaction.

Moreover, security issues and inadequate policing were cited by 13.5% of respondents, especially in light of rising crime rates and concerns over safety in certain urban areas. Governance-related frustrations, including slow reforms and lack of accountability, were also mentioned by 14.5% of respondents as part of a broader sense of disillusionment with the political climate in Kenya.

Shifting Migration Trends and the Impact on Regional Tourism
The findings from this year’s Glass House Brand Trust Report highlight not only the shifting preferences of Kenyans but also signal broader trends in regional migration. As more Kenyans consider relocating to neighboring East African countries, it is evident that governance, affordability, and stability are becoming increasingly important factors in their decision-making processes.

For the tourism and hospitality industries in East Africa, these insights offer valuable guidance on where to focus future investments. Countries like Tanzania, Rwanda, and Uganda can expect to see more inbound migration and tourism from Kenya, especially if these nations continue to build on their economic stability, safety, and governance improvements.

Lessons for Kenya: Opportunities for Reform and Growth
The survey results also serve as a call to action for Kenya. The high numbers of Kenyans seeking relocation due to corruption, high living costs, and healthcare shortcomings highlight the urgent need for reforms. Economic planners and policymakers in Kenya must take these concerns seriously, addressing the root causes that are prompting migration to neighboring countries.

For Kenya to maintain its competitive edge in the region, addressing governance issues, improving the cost of living, and enhancing public services, including healthcare and security, will be essential. Additionally, there is an opportunity for Kenya to enhance its tourism and hospitality offerings to make the country a more attractive destination for both expatriates and tourists.

Conclusion: Regional Insights and Future Prospects
The findings from the Glass House Brand Trust Report 2025 provide a critical lens through which to view the future of East African migration and tourism. As Tanzanians and Rwandans look to attract Kenyan residents and tourists, Kenya must act swiftly to address the concerns outlined by its citizens to preserve its status as a regional leader.

In the coming years, Tanzania’s continued rise as a preferred destination will undoubtedly influence regional dynamics, with Kenya needing to adapt to changing attitudes toward governance, affordability, and the quality of life in East Africa. How Kenya responds to these challenges will define its competitive position in the region.