Tanzania has emerged as the most preferred East African destination for Kenyans seeking relocation, according to findings from the Glass House Brand Trust Report 2025.
The survey, which analyzed trust dynamics among Kenyan consumers and organizations, found that 35.25% of respondents said they would choose Tanzania over neighboring countries, citing stability, affordability, and cultural affinity as key drivers.
Rwanda follows Tanzania closely at 31.5%, thanks to its reputation for safety, cleanliness, and governance reforms, with Uganda ranking third at 20%, while Burundi and South Sudan trail at 7.25% and 3.5%, respectively.
Why Tanzania Leads
According to the the respondents sampled by the Glass House Brand Trust Report 2025, they cited various factors that influenced their preference for Tanzania.
Low corruption topped the list at 15%, signalling a strong desire for transparent governance by Kenyans.
The Kenyan respondents also stated that the cost of living (14.5%) and economic stability (14%) were major considerations in their relocation decisions, highlighting the importance of affordability and opportunity in relocation decisions.
Safety (11.5%) and cultural familiarity (11%) further cemented Tanzania’s appeal, while lifestyle factors, which are often linked to the environment, work-life balance, and societal norms, were a notable middle-tier driver, accounting for 10.5%.
Infrastructure and job opportunities, though less influential, were cited by 6% and 5.75% of respondents, respectively.
4.5% mentioned “Other” reasons, which could include specific policies, climate, education systems, or family connections.
Kenya’s Pain Points
Following their choice of a preferred East African country besides Kenya, respondents were asked to elaborate on their reasons—highlighting what they find appealing in those countries and, in contrast, what they feel Kenya needs to improve.
This was to provide a deeper qualitative context for the relocation preferences shared earlier.
Corruption emerged as the most cited concern, with 28.75% of respondents pointing to long-established graft as a major obstacle to progress.
Many believe that corruption undermines service delivery, inflates costs, and erodes public confidence in institutions.
The high cost of living followed closely at 23%, with respondents linking this to inflation and inadequate policy measures to ease the burden on households.
Healthcare shortcomings were flagged by 21.25%, indicating persistent challenges in access, affordability, and the quality of medical services.
Long queues, understaffed facilities, and high treatment costs were common complaints.
Issues of governance accounted for 14.5%, with respondents citing slow reforms and lack of accountability.
Security concerns were also notable at 13.5%, driven by crime and inadequate policing.
Education, while relatively trusted, still drew criticism from 11.75% of respondents who called for improvements in equity and quality.
Infrastructure gaps (10.75%) and limited job opportunities (8.75%) further highlight economic strain, while taxation (6.25%) was flagged for perceived unfairness and lack of transparency.
Why the Findings Matter
The relocation preferences highlighted in the survey provide a critical lens into Kenya’s public sentiment.
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While the report does not disclose the exact sample size, the Brand Trust Report series is widely recognized for tracking perceptions of governance, economic conditions, and regional alternatives.
The strong interest in Tanzania and Rwanda signals growing dissatisfaction with domestic challenges, including corruption, rising living costs, and gaps in public service delivery.
These trends go beyond personal choices, reflecting deeper concerns that could influence migration patterns, consumer confidence, and Kenya’s ability to compete in East Africa.
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For policymakers and economic planners, the data offers actionable insight into areas requiring urgent attention, from anti-corruption measures to cost-of-living interventions and improved healthcare systems.
Understanding these dynamics is essential for shaping strategies that retain talent, strengthen trust, and safeguard Kenya’s regional standing.
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