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 integrate artificial intelligence and digital platforms into tourism promotion as the government seeks to reach more travellers through the online channels they use to choose and book destinations.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the increasing use of smartphones and online tools was changing how visitors discover destinations, compare experiences and make travel decisions. She said Kenya must adapt its approach to remain competitive.
Miano spoke as Kenya marked World Tourism Day 2026 in Eldoret, Uasin Gishu County, with discussions centred on the role of digital technology and artificial intelligence in reshaping the sector.
Reaching travellers online
Miano said the government needed to rethink how it presents Kenya’s destinations, experiences and tourism products so they remain easy to find and relevant in the digital spaces where prospective visitors make their choices.
She identified technology as an important part of efforts to expand the country’s tourism visibility, pointing to existing initiatives that bring Kenyan attractions to domestic and international audiences.
Among them is Safari Live, developed in partnership with Wildlife Earth, which showcases the country’s wildlife and destinations to viewers around the world. Miano also highlighted Tembea Kenya as a platform promoting destinations and experiences across the country while encouraging Kenyans to travel locally.
Young creators take a bigger role
The Cabinet Secretary said young people would become increasingly important to Kenya’s tourism promotion because of their creativity, digital reach and understanding of online audiences.
She said the ministry was already working with influencers and digital content creators to increase the visibility of tourism experiences. Those collaborations form part of its efforts to connect Kenya’s attractions with audiences using digital platforms to explore travel options.
The Eldoret celebrations were held under a theme focused on using the digital agenda and artificial intelligence to redesign tourism. They concluded a week-long programme highlighting Uasin Gishu and the wider North Rift through sports, culture, conservation, food experiences and digital innovation.
The official programme ran from September 23 to 27, with broader tourism activities having started earlier in the week.
North Rift seeks a stronger tourism profile
Tourism Principal Secretary Julius Bitok said the celebrations offered an opportunity to establish Uasin Gishu and the wider North Rift as an emerging tourism circuit.
He pointed to Eldoret’s city status, improving road infrastructure and the region’s sporting heritage as strengths that could support new visitor experiences and attract both domestic and international tourists.
Bitok urged investors and tourism operators to improve existing offerings and develop a wider range of products to make the region more competitive. He said the North Rift had substantial potential that needed to be opened up further.
He also identified the planned 2029 World Athletics Championships as an opportunity to raise the region’s profile and link international sporting events with tourism experiences across the North Rift.
Alongside the policy discussions, the week’s programme showcased tourism businesses, products and innovations, giving the region a national platform to promote its sporting, cultural and natural attractions.
World Tourism Day is marked globally on September 27 to recognise tourism’s economic, social and cultural contribution. Kenya’s Eldoret celebrations placed the North Rift’s emerging opportunities alongside the government’s push for a more digitally focused tourism sector.
