By Robert Mutasi 
Kenya is turning to digital technology, artificial intelligence, community participation and new tourism products as it seeks to expand the sector and give emerging destinations such as the North Rift a stronger presence on the global tourism map.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said technology offers new ways of changing how travellers discover destinations, plan their trips and experience attractions while creating opportunities for young people, communities and tourism businesses.
Speaking in Eldoret during the 2026 World Tourism Day celebrations, Miano said Kenya must keep pace with changes in the global tourism industry by using digital tools to market destinations and improve visitor experiences.
The celebrations, held at the University of Eldoret from September 23 to 27, brought together tourism stakeholders for activities centred on tourism, culture, sports, conservation, gastronomy, digital innovation and community experiences.
The event was held under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
Miano said digital platforms are becoming increasingly important in tourism marketing and destination management. They allow travellers to obtain information about attractions, accommodation, cultural experiences and activities before travelling and while at their destinations.
She said digital technology could also help lesser-known destinations reach domestic and international visitors and reduce reliance on traditional approaches to tourism promotion.
Among the emerging opportunities are artificial intelligence applications in wildlife monitoring, smart agriculture-based tourism platforms and youth-led digital initiatives designed to promote local attractions.
One such initiative highlighted during the celebrations was Tembea North Rift, which seeks to showcase tourism experiences in the region while giving visibility to local creators, artisans, community projects and eco-tourism initiatives.
Miano said community participation was important in ensuring that tourism creates opportunities for people living around tourist attractions.
She said local culture, skills, natural resources and community experiences could be developed into tourism products capable of generating income while broadening Kenya’s tourism offering.
The Cabinet Secretary also stressed the importance of environmental conservation, saying sustainable tourism depends on protecting the natural resources and ecosystems that attract visitors.
Activities during the tourism week included tree planting and other conservation initiatives. The Ministry has also linked its tourism agenda to infrastructure development, private-sector participation, youth empowerment, domestic tourism and environmental conservation.
Miano said combining culture, sports, conservation and technology could help Kenya develop new experiences and attract visitors to destinations beyond the country’s established wildlife and coastal circuits.
The North Rift featured prominently during the celebrations, with Tourism Principal Secretary Julius Bitok calling for increased investment and diversification of tourism products in the region.
Bitok said Uasin Gishu and the wider North Rift have opportunities in sports, culture and nature tourism that can be developed into a competitive regional circuit.
He pointed to Eldoret’s city status, infrastructure improvements and the upcoming 2029 World Athletics Championships as opportunities to increase the region’s visibility and attract visitors.
Bitok urged investors, tourism operators and other stakeholders to develop new products and embrace digital innovation to reach domestic and international tourists.
The North Rift’s athletics heritage is one of the region’s most established tourism assets. Eldoret and surrounding areas have attracted athletes, coaches and sports enthusiasts from different parts of the world because of the area’s high-altitude training environment.
The region also has opportunities in cultural and agro-tourism, with communities offering traditional cuisine, music, arts, crafts, agricultural experiences and other activities that can be packaged for visitors.
Sports tourism could further support businesses across the tourism value chain, including hotels, restaurants, transport operators, tour companies, artisans and cultural groups.
The Ministry has identified the development of new tourism circuits and diversification of tourism products as part of its wider strategy for strengthening Kenya’s tourism sector. Its strategic plan also places emphasis on research, innovation and technology as tools for improving destination competitiveness.
The Eldoret celebrations provided a platform for national and county officials, communities, investors, tourism operators and young people to examine how technology can help promote established attractions while bringing lesser-known destinations to a wider audience.
For the North Rift, the focus on digital tourism offers an opportunity to package its sporting, cultural, agricultural and natural assets into experiences that can be marketed directly to travellers in Kenya and abroad.