Kenya Looks to AI to Transform Tourism as North Rift Gains Focus
Kenya is turning to artificial intelligence, digital platforms and community participation to expand its tourism offering and promote emerging destinations such as the North Rift.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said technology is changing how travellers discover destinations, plan trips and access tourism services, creating new opportunities for communities, young people and businesses.
Speaking in Eldoret during the 2026 World Tourism Day celebrations, Miano said Kenya must use digital innovation to market its attractions and reach a wider domestic and international audience.
The celebrations were held at the University of Eldoret from September 23 to 27 under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
Miano said digital platforms can give travellers access to information on attractions, accommodation, cultural experiences and activities before and during their visits.
She said the technology could also give lesser-known destinations greater visibility without relying entirely on conventional tourism marketing.
Among the areas highlighted was the use of artificial intelligence in wildlife monitoring, smart agro-tourism platforms and youth-led digital initiatives.
The celebrations also featured Tembea North Rift, an initiative aimed at showcasing tourism experiences in the region and promoting local creators, artisans, community projects and eco-tourism ventures.
Miano said involving communities in tourism development would help turn local culture, skills, natural resources and experiences into products that can generate economic opportunities.
She also stressed the need to link tourism development with environmental conservation. Activities during the tourism week included tree planting and other initiatives promoting sustainable development.
The Cabinet Secretary said Kenya’s tourism sector could benefit from bringing together sports, culture, conservation and digital innovation to develop experiences beyond the country’s traditional wildlife and coastal attractions.
The North Rift emerged as a major focus during the Eldoret celebrations, with Tourism Principal Secretary Julius Bitok calling for greater investment and diversification of tourism products in the region.
Bitok said Uasin Gishu and the wider North Rift have significant potential in sports, culture and nature tourism.
He cited Eldoret’s city status, ongoing infrastructure development and the planned 2029 World Athletics Championships as opportunities to raise the region’s profile among domestic and international visitors.
Bitok urged investors and tourism operators to develop new products and use digital platforms to market the region.
The North Rift’s athletics heritage remains one of its most prominent tourism assets. Eldoret and neighbouring areas have attracted athletes and coaches from across the world because of their high-altitude training environment.
The region also has opportunities in cultural and agro-tourism, with local communities offering cuisine, music, arts, crafts and agricultural experiences that can be developed into visitor attractions.
Sports tourism could also generate business for hotels, restaurants, transport operators, tour companies, artisans and cultural groups.
The government has identified diversification, technology and new tourism circuits as part of efforts to strengthen Kenya’s tourism sector.
The Eldoret celebrations brought together government officials, tourism operators, investors, communities and young people to explore ways of using technology to market established attractions while giving lesser-known destinations greater visibility.
For the North Rift, the push for digital tourism provides an opportunity to package its sporting, cultural, agricultural and natural attractions into experiences that can reach travellers in Kenya and beyond.
