Cabinet Secretary (CS) for Tourism and Wildlife, Rebecca Miano, has called for greater adoption of digital technology that includes Artificial Intelligence (AI) to transform Kenya’s tourism sector and enhance its competitiveness in the global market.
Miano said digital innovation was increasingly shaping how tourists plan and execute their strategy and choose and experience various destinations, noting that Kenya must embrace technology to market its tourism products, reach new markets, and provide personalized and seamless experiences.
Speaking at the University of Eldoret, Uasin Gishu County, during the national celebrations to mark the 2026 United Nations (UN) World Tourism Day, Miano said the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” was timely as the country seeks to diversify and modernise its tourism offering.
She said initiatives such as youth-led content creation, digital tourism platforms, and AI-powered applications were providing new opportunities for communities, entrepreneurs, and local tourism enterprises to showcase their products to international audiences.
Miano cited the launch of Safari Live, undertaken in partnership with Wild Earth earlier in the week, as an example of how digital platforms could be used to showcase Kenya’s wildlife and tourism attractions to audiences around the world.
“A homestay in Uasin Gishu, a youth-led conservation project in the North Rift, or a cultural artisan in Eldoret can now reach international markets directly,” she said.
The CS said youth-led initiatives such as Hidden Gems, Tembea Kenya, and Tembea North Rift, which use digital content to promote tourism destinations, should be expanded across the country.
She urged young Kenyans to exploit opportunities offered by digital platforms as creators, entrepreneurs, tour guides, and innovators, noting that many were already promoting the country through social media platforms.
Miano highlighted the potential of AI in tourism, citing innovations such as AI-powered wildlife monitoring and smart agro-tourism applications developed by students and local start-ups.
She said the government would continue partnering with young people through the State Department for Tourism’s youth in tourism and conservation initiatives.
The CS further called for increased investment in cultural tourism, saying Kenya’s heritage, music, athletics, and traditions remained important components of the country’s tourism offering.
She said Uasin Gishu and the wider North Rift had significant potential in sports, agro-tourism, nature, adventure, culture, and gastronomy and urged stakeholders to package and digitise the region’s attractions to reach wider markets.
“This region carries a story that digital tourism has barely begun to tell. This is the land of world record holders and Olympic champions whose training routes have become pilgrimage sites,” she said.
Miano called for closer collaboration between the national and county governments, neighboring counties, and the private sector to develop an integrated North Rift tourism circuit.
She said the government would support investors and tourism stakeholders in adopting digital platforms, data systems, and AI-driven tools while creating a conducive environment for business.
The CS also emphasized the importance of domestic tourism, urging Kenyans to explore destinations within the country as a way of strengthening the resilience of the tourism industry.
“Domestic tourism remains the bedrock of a resilient tourism industry. Please visit Uasin Gishu, visit the North Rift and discover Kenya,” she said.
Miano said tourism development must also be aligned with environmental conservation efforts, noting that activities undertaken during the tourism week, including tree planting, were in support of achieving the national target of the 15 billion trees initiative.
She said restoring forest cover would help protect biodiversity, strengthen resilience to climate change, and safeguard wildlife habitats and livelihoods while enhancing Kenya’s appeal to environmentally conscious travellers.
Miano commended the Uasin Gishu County Government, the University of Eldoret, and other partners for hosting the national World Tourism Day celebrations before officially declaring the 2026 celebrations closed.
Also present during the event were Tourism Principal Secretary (PS), Prof. Julius Bitok; Uasin Gishu County Commissioner, Dr. Eddyson Nyale, Uasin Gishu County Executive Committee Member (CECM) for Trade, Industrialisation, Tourism, Cooperatives and Enterprise Development, Dr. Philip Chebunet, Kenya Tourism Board Chief Executive Officer (CEO) June Chepkemei, University of Eldoret Vice Chancellor, Prof. Thomas Cheruiyot and other officials from the tourism sector at the National and County levels.
By Fredrick Maritim
