The Kenya Tourism Board (KTB) is turning to Northern Kenya’s untapped destinations to unlock growth in domestic tourism, with a new sales-driven campaign aimed at converting interest into actual bookings.
The initiative, dubbed the ‘Hapa Ni Wapi’ Sales Conversion Campaign, was flagged off on Tuesday in Samburu East as the first leg of a nationwide rollout that will later cover Mambrui-Malindi, Western Kenya, and other lesser-known circuits.
According to KTB, the campaign marks a strategic shift from awareness creation to driving bookings and bed nights.
It also brings together tour operators, county governments, and tourism stakeholders under a unified platform to develop and sell structured, ready-to-book, and affordable travel packages.
Speaking during the flagging off, KTB Chief Executive Officer (CEO) June Chepkemei said the launch was a milestone in efforts to build a more structured domestic market.
“This campaign marks a shift in how we approach domestic tourism marketing. Rather than simply raising awareness, we are building direct pathways from interest to booking, working closely with trade partners to package our regions affordably and deliver steady, measurable growth in bed nights nationwide,” Chepkemei said.
She said domestic tourism has remained resilient, with more Kenyans travelling beyond the traditional coast and savannah circuits, adding that the campaign will help spread visitation across the year, especially during low and shoulder seasons.
The CEO noted that the Chalbi Desert and the wider Northern Kenya circuit will be showcased first for their untamed landscapes and rich cultural diversity, saying that more than 50 tour operators drawn from the Tour Operators Society of Kenya (TOSK) and the Kenya Association of Tour Operators (KATO) are participating in the inaugural activation.
Chepkemei further said that KTB is targeting to grow bed nights from 5.15 million recorded in the 2025/26 financial year to 5.6 million by 2027.
“Our target is to grow bed nights from the 5.15 million recorded in the 2025/26 financial year to 5.6 million this year, and we intend to achieve this through a series of regional activations, starting here in the north before we move to other underexplored circuits later in the year,” Chepkemei said.
She cited improved road infrastructure across Northern Kenya as a key enabler that is opening up destinations previously considered out of reach.
TOSK Chairperson Raymond Cheruiyot welcomed the initiative, saying it provides the trade with a practical framework to tap the domestic market.
“Our members have long known that Kenyans want to travel locally, but pricing and access have often stood in the way. This campaign gives us a clear structure to package the north affordably and sell it directly, and we are ready to deliver on that promise,” Cheruiyot said.
The launch comes against a backdrop of sustained growth in Kenya’s domestic tourism market, which has posted consecutive gains in bed nights and visitor numbers in recent years.
By Robert Githu
