The week-long programme will be held at the University of Eldoret and is expected to bring together government officials, tourism businesses, technology firms, researchers, innovators, conservation groups and members of the public.

The event is being held under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” placing technology at the heart of discussions on how Kenya can develop new tourism products and reach wider markets.

For Uasin Gishu, the event provides an opportunity to position Eldoret and the wider North Rift as destinations for cultural, sporting, adventure and community-based tourism.

Tourism Principal Secretary Julius Bitok said visitors taking part in the programme would have an opportunity to experience attractions and activities in Eldoret and other parts of the North Rift.

“We have lined up many interesting activities to not only see but to actively participate in. We invite everyone to visit Eldoret and the greater North Rift to sample the glory of the true home of champions,” Bitok said.

The programme will include training for tourism stakeholders on the use of digital tools and artificial intelligence in areas such as destination marketing, content creation, customer engagement, business development and market intelligence.

Small businesses, tour operators, hotel operators, tour guides, young people and community tourism enterprises are among those expected to benefit from the sessions.

Organisers will also provide a platform for tourism enterprises and technology innovators to exhibit their products and demonstrate how digital solutions can improve the way tourism businesses operate and connect with visitors.

Beyond the conference activities at the University of Eldoret, participants will travel to tourism sites across the North Rift through road trips and a destination caravan.

The excursions are expected to give visitors an opportunity to interact with communities and businesses while experiencing tourism products found outside the country’s established coastal and wildlife destinations.

Eldoret’s reputation as Kenya’s athletics hub is also expected to feature prominently during the week, with participants scheduled to take part in sporting and cultural experiences.

Other activities will include hot-air balloon rides and visits to entertainment facilities in and around the city.

The programme will also incorporate environmental activities, including tree-growing and clean-up exercises, as organisers seek to link tourism development with conservation and sustainable use of natural resources.

The government sees digital technology as an important tool for helping tourism businesses reach visitors directly and showcase destinations that have traditionally received less international attention.

For Uasin Gishu, the week comes as Eldoret continues to build its profile as a regional urban and sporting centre. The city provides access to several destinations across the North Rift and serves as a base for visitors travelling to different parts of the region.

The tourism week is therefore expected to place greater attention on the region’s potential in sports tourism, culture, community experiences, adventure activities and other emerging tourism products.

By bringing tourism and technology stakeholders together in Eldoret, the government hopes to demonstrate how artificial intelligence and other digital tools can help businesses develop new products, understand changing markets and promote destinations to domestic and international travellers.

The event will run through September 27, giving participants a week to explore how technology can reshape Kenya’s tourism industry while experiencing what Eldoret and the wider North Rift have to offer.