North Rift positioned for major tourism growth as Kenya embraces AI and digital innovation

By Wasike Elvis

Kenya is turning to technology, artificial intelligence, community-led initiatives and diversification of tourism products as it seeks to transform the sector and position emerging destinations such as the North Rift on the global tourism map.

Tourism and Wildlife Cabinet Secretary Rebecca Miano said Kenya has an opportunity to use digital platforms and artificial intelligence to change how tourists discover, plan and experience destinations while creating new opportunities for communities, young people and tourism operators.

Speaking during the 2026 World Tourism Day celebrations in Eldoret, Miano said the event provided an opportunity to highlight the role of technology, conservation and community participation in shaping the future of Kenya’s tourism industry.

The celebrations were held from September 23 to 27 at the University of Eldoret under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

Miano said technology is increasingly becoming an important tool in tourism marketing and destination management, allowing travellers to access information about attractions, accommodation, cultural experiences and activities before and during their visits.

She noted that digital platforms can help destinations that have traditionally received less attention to reach domestic and international audiences without relying solely on conventional tourism marketing approaches.

The CS highlighted emerging applications such as AI-driven wildlife monitoring, smart agro-tourism platforms and youth-led digital initiatives, including “Tembea North Rift,” which is aimed at showcasing local tourism experiences and giving visibility to grassroots creators, artisans, community projects and eco-tourism initiatives.

According to Miano, such initiatives can help communities turn local resources, culture, skills and experiences into tourism products while ensuring that more benefits from the sector reach people living around tourist destinations.

 

She also emphasised the importance of conservation and environmental restoration, saying sustainable tourism cannot be separated from the protection of the environment and natural resources that attract visitors.

Activities during the tourism week included tree planting and other initiatives aimed at promoting environmental conservation and sustainable development.

Miano said the Government's tourism agenda is being supported by investments in infrastructure, private-sector participation, youth empowerment, domestic tourism and environmental conservation, including the national tree-growing programme.

She said bringing together culture, sports, conservation and digital innovation would enable Kenya to create new tourism experiences and expand the sector beyond traditional attractions.

The World Tourism Day celebrations also placed the North Rift firmly in focus, with Tourism Principal Secretary Prof. Amb. Julius Bitok calling for greater investment and diversification of tourism products across the region.

Bitok said Uasin Gishu and the wider North Rift have immense potential in sports, culture and nature tourism and should take advantage of the region’s growing infrastructure and international profile.

He pointed to Eldoret’s city status, improvements in infrastructure and the upcoming 2029 World Athletics Championships as opportunities that could generate increased interest in the region and create a platform for promoting its tourism attractions.

 

He called on investors, tourism operators and other stakeholders to diversify the products available to visitors while embracing digital innovation as a way of attracting both domestic and international tourists.

“Today, I joined CS Tourism and Wildlife Hon Rebecca Miano, EGH and other stakeholders in Eldoret to mark UN World Tourism Day 2026, under the theme ‘Digital Agenda and Artificial Intelligence to Redesign Tourism,’” Bitok said.

He said the North Rift has the resources and experiences required to develop a competitive tourism circuit, with opportunities ranging from sports and athletics tourism to cultural tourism, nature-based tourism and agro-tourism.

The region is home to a strong athletics heritage, with Eldoret and surrounding areas having produced and nurtured numerous athletes who have represented Kenya on the international stage.

Bitok said this sporting heritage can be packaged alongside other tourism experiences to encourage visitors attending sporting events to extend their stays and explore the region.

The development of sports tourism is expected to create opportunities for hotels, restaurants, tour operators, transport providers, artisans, cultural groups and other businesses involved in the tourism value chain.

The PS also said improved infrastructure would be critical in making the North Rift more accessible and competitive.

Eldoret’s elevation to city status has increased its profile as an important urban centre in the region, while ongoing infrastructure development is expected to support movement of visitors and goods and strengthen the city's role as a gateway to destinations across the North Rift.

Beyond sports, the region has opportunities in cultural tourism, with communities across Uasin Gishu and neighbouring counties possessing diverse traditions, cuisines, music, arts, crafts and historical experiences that can be developed into marketable tourism products.

Agro-tourism also presents another area of opportunity, particularly given the region’s agricultural activities and farming communities.

Digital platforms could allow farmers, community groups and small tourism enterprises to directly showcase their experiences to potential visitors, while artificial intelligence could support destination marketing, visitor information and tourism planning.

The tourism celebrations in Eldoret therefore provided a platform for stakeholders to examine how technology can be used not only to market established attractions but also to identify and promote lesser-known destinations.

Miano said young people have an important role to play in this transformation because of their familiarity with digital platforms and emerging technologies.

She encouraged greater participation of youth in tourism innovation, content creation, digital marketing and the development of new tourism experiences.

The Government's emphasis on community participation is also expected to help ensure that tourism development creates opportunities at the grassroots level.

Through initiatives such as Tembea North Rift, local creators and communities can showcase attractions and experiences that may otherwise remain largely unknown to visitors outside the region.

The World Tourism Day celebrations brought together national and county government officials, tourism stakeholders, investors, communities, young people and other partners to discuss the future of the sector.

The week-long programme at the University of Eldoret showcased the North Rift’s tourism, cultural and sporting potential while promoting the use of technology to market destinations and attract visitors.

The programme also highlighted the importance of partnerships between government, the private sector, communities and technology innovators in building a tourism industry that can respond to changing traveller preferences.

 

As Kenya seeks to expand its tourism base, the North Rift is emerging as an area with potential to complement the country's established tourism circuits through a combination of sports, culture, nature, agriculture, conservation and technology.

The upcoming 2029 World Athletics Championships are expected to provide another opportunity for the region to receive international attention, with stakeholders keen to ensure that visitors coming for athletics also experience the wider tourism offering.

Bitok urged investors and tourism operators to seize the opportunity by developing diverse products that can keep visitors in the region for longer periods.

He said the region is ready to embrace tourism growth and use technology to tell its story to audiences in Kenya and beyond.

With Eldoret's city status, improving infrastructure, a strong sporting identity and growing digital connectivity, stakeholders say the North Rift has an opportunity to build a tourism circuit that combines its athletics heritage with culture, nature, agriculture and community experiences.

The 2026 World Tourism Day celebrations have therefore placed the region at the centre of discussions on how artificial intelligence and digital innovation can help redefine Kenya's tourism industry and open new opportunities for communities, businesses and young innovators.

The message from stakeholders was clear: the North Rift has tourism assets, and the next step is to package, digitise and market them effectively to the world.