Tourism and Wildlife Cabinet Secretary Rebecca Miano outlines Kenya’s digital tourism priorities during World Tourism Day celebrations in Eldoret.
Tourism CS Rebecca Miano says Kenya must adapt its marketing to online travellers as Eldoret celebrations spotlight the North Rift’s tourism potential.
Kenya plans to use artificial intelligence and digital platforms to promote its tourism destinations worldwide.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said technology is changing how travellers discover and book destinations.
She said Kenya must adapt its tourism promotion to remain competitive in the digital marketplace.
Miano spoke as Kenya marked World Tourism Day 2026 in Eldoret, Uasin Gishu County.
This year’s discussions focused on digital technology and artificial intelligence in the tourism sector.
Government Targets Travellers Online
Miano said Kenya needs to rethink how it presents destinations, experiences and tourism products.
According to the CS, travellers increasingly rely on smartphones and online platforms when making travel decisions.
Therefore, Kenya wants its attractions to remain visible and accessible across digital channels.
Meanwhile, the government continues using digital initiatives to showcase Kenyan destinations to local and international audiences.
One example is Safari Live, developed through a partnership with Wildlife Earth.
The platform showcases Kenya’s wildlife and destinations to viewers around the world.
Additionally, Tembea Kenya promotes destinations and experiences while encouraging Kenyans to explore the country.
Young Creators Join Tourism Promotion
Miano said young people will play a bigger role in promoting Kenya’s tourism sector.
She highlighted their creativity, digital reach and understanding of online audiences.
As a result, the ministry has increased collaboration with influencers and digital content creators.
These partnerships aim to connect tourism experiences with audiences searching for travel ideas online.
The Eldoret celebrations followed a theme focused on using digital technology and AI to redesign tourism.
Furthermore, the event concluded a week-long programme highlighting Uasin Gishu and the wider North Rift.
The programme featured sports, culture, conservation, food experiences and digital innovation.
Activities officially ran from September 23 to 27, with other tourism events starting earlier.
North Rift Eyes Bigger Tourism Role
Tourism Principal Secretary Julius Bitok said the celebrations could strengthen the North Rift’s tourism profile.
In particular, he identified Eldoret’s city status, road infrastructure and sporting heritage as regional strengths.
Bitok said these advantages could support new visitor experiences and attract domestic and international tourists.
He also urged investors and tourism operators to improve existing attractions and develop new tourism products.
According to the PS, the North Rift has significant potential that requires further investment and development.
2029 Athletics Event Offers Opportunity
Bitok also pointed to the 2029 World Athletics Championships as an opportunity for the region.
The international event could increase Eldoret’s visibility and connect sports with tourism experiences across the North Rift.
Meanwhile, the week-long programme showcased tourism businesses, products and innovations from the region.
The activities gave Uasin Gishu and neighbouring counties a platform to highlight their cultural and natural attractions.
Kenya Marks World Tourism Day
World Tourism Day takes place globally on September 27 each year.
The day recognises tourism’s economic, social and cultural contribution around the world.
This year, Kenya used the Eldoret celebrations to highlight the North Rift’s tourism opportunities.
At the same time, the government renewed its focus on digital tools and artificial intelligence.
For Kenya’s tourism sector, the strategy aims to reach travellers through the platforms they already use.
