By Robert Mutasi 
Tourism Principal Secretary Julius Bitok has called on investors and tourism operators to embrace digital innovation and diversify tourism products in the North Rift to attract more visitors.
Bitok made the remarks in Eldoret during celebrations to mark the 2026 United Nations World Tourism Day, which was held under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
He said Uasin Gishu and the wider North Rift have significant potential in sports, culture and nature-based tourism that remains largely untapped.
Bitok said Eldoret’s status as a city, improving infrastructure and the planned 2029 World Athletics Championships provide an opportunity to position the region as a competitive tourism circuit.
“With Eldoret’s city status, improving infrastructure and the upcoming 2029 World Athletics Championships, we must seize the opportunity to fully open up and profile this region as a competitive tourism circuit,” Bitok said.
He urged investors and tourism operators to develop new tourism products while using digital platforms and emerging technologies to reach domestic and international travellers.
The PS said digital innovation and artificial intelligence could help tourism stakeholders improve how destinations are marketed and how visitors access information and experiences.
The World Tourism Day celebrations brought together Cabinet Secretary for Tourism and Wildlife Rebecca Miano, tourism officials and other stakeholders in Eldoret.
Bitok said the North Rift’s sporting heritage, cultural diversity and natural attractions provide a broad base for developing tourism products beyond Kenya’s traditional wildlife and coastal destinations.
He also linked the region’s athletics reputation to its tourism potential, noting that Eldoret has attracted athletes, coaches and sports enthusiasts from Kenya and abroad because of its high-altitude training environment.
The planned 2029 World Athletics Championships, which Kenya is set to host, are expected to place further attention on the country’s athletics facilities and training centres.
Bitok said stakeholders should use the growing profile of Eldoret and the wider North Rift to create tourism experiences that can benefit local communities and businesses.
“The North Rift is ready for tourism,” he said.