Kenya wants its tourism products to compete in the digital spaces where travellers make decisions

Kenya is digitizing its tourism products as the government targets travellers who increasingly rely on smartphones, digital platforms, and artificial intelligence (AI) to discover and plan trips.

Tourism and Wildlife Cabinet Secretary Rebecca Miano said digital technology had become critical to Kenya’s competitiveness as a tourism destination, as travellers increasingly use online platforms to compare destinations, experiences and travel options.

“Today’s traveler is increasingly using a smartphone, digital platforms and online tools to discover destinations, compare experiences and make travel decisions. This means that we must redesign how we showcase Kenya and ensure that our destinations, experiences and tourism products are visible, accessible and relevant in the digital spaces where travellers are making those decisions,” said Miano.

Miano spoke in Uasin Gishu County during Kenya’s celebrations marking World Tourism Day 2026, held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

Furthermore, the Ministry is using digital platforms to increase the global visibility of Kenya’s tourism offering, with Miano citing Safari Live, developed in partnership with Wildlife Earth, as one of the initiatives being used to showcase the country’s wildlife and destinations to international audiences.

She also pointed to Tembea Kenya as a platform for promoting destinations and tourism experiences across the country, particularly as the government seeks to encourage domestic tourism.

Miano said young people, including influencers and digital content creators, would also have a growing role in tourism promotion because of their digital skills, creativity and understanding of online audiences.

“Our young people are an important part of this transformation; their digital skills, creativity and understanding of online platforms are an asset that we must continue to harness. We are already working with young people, including influencers and digital content creators, as part of the wider effort to promote Kenya and make our tourism experiences more visible,” she added.

The government also plans to strengthen Kenya’s international tourism brand as it seeks to increase the country’s visibility among global travellers.

Meanwhile, Tourism Principal Secretary Amb. Prof. Julius Bitok said the World Tourism Day celebrations were being used to draw attention to the tourism potential of Uasin Gishu and the wider North Rift region.

He said Eldoret’s city status, improving road infrastructure and its sporting heritage could help the region develop new tourism experiences, particularly around sports tourism.

“It is time we fully opened up this tourism circuit; there is huge potential in this region, with Eldoret’s city status and improving road infrastructure making it increasingly accessible to visitors. We also need to profile the region for sports tourism. I urge investors and tourism operators to continue improving and diversify the region’s tourism products to make them more competitive and attractive to visitors,” said Bitok.

The planned 2029 World Athletics Championships are also expected to provide an opportunity to link major international sporting events with tourism experiences in the North Rift.

The celebrations came after a week-long programme highlighting Uasin Gishu’s sports, cultural and natural tourism attractions as World Tourism Day is marked annually on September 27.

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