Kenya turns to sports and AI to reshape tourism sector
“Sport and tourism are two threads of the same fabric. We will continue to nurture and build sports tourism together with the Ministry of Sports,” Miano
Tourism and Wildlife Cabinet Secretary Rebecca Miano addresses tourism stakeholders during World Tourism Day celebrations at the University of Eldoret, Uasin Gishu County, on September 27, 2026. Miano called for closer collaboration between the tourism and sports sectors to expand Kenya’s sports tourism offering and urged Kenyans to explore destinations within the country. Photo by James Gitaka
By James Gitaka
Kenya is seeking to broaden its tourism offering by tapping into the country’s sporting heritage and emerging technologies, including artificial intelligence (AI), as the government moves to diversify the sector beyond traditional wildlife and beach tourism.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the government would deepen collaboration with the Ministry of Sports to develop and market sports tourism, particularly in regions such as the North Rift, which has built an international reputation as a training ground for elite athletes.
Miano was speaking at the University of Eldoret in Uasin Gishu County during celebrations marking World Tourism Day and Kenya Tourism Week, held from September 21 to 27, 2026.
“Sport and tourism are two threads of the same fabric. We will continue to nurture and build sports tourism together with the Ministry of Sports,” Miano said.
She said the government’s task was to package, digitise and market Kenya’s sporting experiences more strategically.
“Our task is to package, digitise and market this offering with the discipline our athletes bring to the track,” she added.
From athletics to tourism
Kenya’s athletics reputation has already given the country a potential tourism asset, particularly in the North Rift, where towns such as Eldoret and Iten attract athletes and coaches from around the world to train at high altitude.
The National Tourism Service describes Kenya as a sports tourism destination, citing its athletics heritage, high-altitude training centres, international sporting events and adventure activities. It identifies Eldoret and Iten as important training destinations and highlights events such as the Safari Rally, Nairobi Marathon and other sporting competitions as part of Kenya’s tourism offering.
The government has also been actively developing sports and adventure tourism products. In 2025, the Kenya Tourism Board launched a mountain and trail-running series spanning counties including Uasin Gishu, Nandi, Baringo, Laikipia and Elgeyo Marakwet, with the aim of combining sport, adventure, culture and local tourism experiences.
The strategy was further highlighted during the 2026 Kenya Tourism Week, when more than 30 athletics legends, led by Olympic champion Kipchoge Keino, took part in a symbolic run in Eldoret to promote sports tourism.
Tourism Principal Secretary Julius Bitok said the participation of the athletics legends was intended to position the region as a sports tourism destination.
Miano urges Kenyans to explore local destinations
Miano also challenged Kenyans to make domestic tourism a bigger part of their travel plans, saying local visitors remain critical to the resilience of the tourism industry.
“Domestic tourism remains the bedrock of a resilient tourism industry. So visit Uasin Gishu, visit the North Rift and discover Kenya. Domestic tourism gives you the pride and patriotism of knowing and loving your beautiful country,” she said.
The emphasis comes as Kenya’s tourism sector records continued growth.
According to figures cited by Miano from the 2025 tourism performance report, Kenya received 7.9 million visitors in 2025, comprising 2.7 million international visitors and 5.2 million domestic visitors. Tourism earnings reached approximately KSh500 billion, while international arrivals increased by 9 per cent.
The government has set a target of attracting 5 million international visitors and generating KSh1 trillion in tourism earnings by 2027, according to Miano.
The latest figures build on the sector’s recovery in previous years. Government data shows international arrivals increased from about 1.65 million in the 2022/23 financial year to 2.42 million in 2024/25, while tourism earnings rose from KSh297.3 billion to KSh458.2 billion over the same period.
AI enters Kenya’s tourism strategy
Alongside sports, the government is looking to digital technology and artificial intelligence to change how tourism products are developed, marketed and accessed.
The Ministry of Tourism says the 2026 World Tourism Week programme in Eldoret placed particular emphasis on digital innovation and artificial intelligence, with the technology expected to play a role in transforming tourism and showcasing destinations in the North Rift.
AI could potentially be applied across areas such as destination marketing, visitor information, personalised travel recommendations, demand forecasting, customer service and analysis of tourism data.
The ministry has already taken steps towards wider digitalisation of the sector. In April 2026, Miano launched TouristTap, a digital payment platform designed to allow domestic and international visitors to make payments to tourism businesses through mobile phones, including merchants without conventional point-of-sale infrastructure.
Miano has previously argued that technological change is reshaping conventional tourism and that Kenya needs to prepare its young workforce for emerging opportunities in the sector.
Bitok challenges investors to raise standards
For tourism to attract more international visitors, however, Bitok said investment in infrastructure and hospitality standards must keep pace with government investment in roads, security and other public infrastructure.
“I want to challenge the investors in this place. As the government creates infrastructure, the roads, and ensures that there is peace and security, let us also play our role and ensure that we invest in hotels and train our staff. We need to up the game so that we can attract international tourists.”
Bitok said international visitors are sensitive to the quality of services and experiences offered at destinations.
He also called for greater participation by the private sector in shaping tourism policies and regulations.
“Let us give businesses the environment to invest, grow and employ more Kenyans. We ask that the voice of the private sector continue to be heard. That is when policies are developed, regulations are reviewed and decisions affecting tourism are made.”
North Rift seeks to turn sporting fame into economic opportunity
The push comes as Uasin Gishu and neighbouring North Rift counties seek to convert Kenya’s global athletics reputation into a broader tourism economy.
The region’s tourism proposition extends beyond athletics to include landscapes, cultural experiences, conservation, gastronomy, adventure tourism and community-based experiences. The 2026 Kenya Tourism Week programme was specifically designed to showcase these attractions alongside sports and digital innovation.
The region is also preparing to host major national events, including Mashujaa Day celebrations, adding to the government’s focus on improving tourism infrastructure and visitor experiences in the area.
For a country whose tourism earnings reached about KSh500 billion in 2025, the government’s strategy represents an attempt to create more diverse reasons for visitors to travel to Kenya — from wildlife and beaches to athletics, adventure, culture and technology-enabled experiences.
The challenge, stakeholders say, will be ensuring that the new tourism products are backed by quality infrastructure, skilled hospitality workers, effective marketing and meaningful participation by local communities and businesses.
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