Eldoret is taking centre stage in Kenya’s tourism calendar as the city hosts the 2026 UN Tourism Week and World Tourism Day celebrations, bringing together tourism stakeholders, government representatives, investors, innovators, cultural groups, conservationists and members of the public. The main celebrations are taking place at the University of Eldoret grounds, with the programme running through September and culminating in World Tourism Day on September 27, 2026. 

The event gives Eldoret and the wider North Rift an opportunity to present a different side of Kenya's tourism story—one that goes beyond the country's traditional coastal destinations and wildlife safaris. This year's programme places considerable emphasis on digital technology, artificial intelligence, culture, sports, gastronomy, conservation and community-based tourism.

Eldoret prepares to welcome World Tourism Day

Uasin Gishu County has been making preparations to ensure that Eldoret is ready to receive visitors and tourism stakeholders for the celebrations. According to the Kenya News Agency, county officials, tourism and hospitality players, institutional representatives and representatives from the State Department for Tourism and Wildlife have been involved in preparations and coordination. County Secretary Philip Melly said the county was on track and committed to delivering the celebrations successfully. 

The choice of Eldoret is significant because the city has developed an identity around sports, athletics, culture, education, agriculture and business. The celebrations therefore provide a platform to demonstrate that tourism in Kenya can include many experiences outside the traditional safari and beach packages.

The Ministry of Tourism and Wildlife says the week will showcase the attractions of Eldoret and the wider North Rift while highlighting the contribution of tourism to communities and businesses. The programme also seeks to demonstrate how technology can help tourism enterprises reach new markets. 

The theme focuses on digital tourism and artificial intelligence

One of the major issues expected to dominate the celebrations is the use of technology in tourism. The event is being held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” 

This means that visitors should expect discussions and demonstrations showing how artificial intelligence and other digital tools can transform the tourism industry.

Technology can be used in several areas, including destination marketing, customer engagement, content creation, business development, market research and tourism management. According to reports on the event, tourism businesses such as hotels, tour operators, guides, youth enterprises and community-based tourism groups are expected to gain practical knowledge on how they can use digital tools to promote their products and services. 

For small tourism businesses, digital platforms can provide a way to reach customers who may never have heard about their destinations or services. A small hotel, tour company, cultural group or local attraction can potentially use online platforms to showcase what it offers to visitors from Kenya and abroad.

What to expect at the tourism expo

One of the major attractions of the celebrations is the tourism exhibition and expo component. The exhibition is expected to bring together tourism enterprises, innovators, cultural groups and other stakeholders to showcase products and services.

Visitors can expect exhibition spaces featuring tourism products, enterprises, technology solutions, innovations, culture and creative work. The exhibition is also intended to create opportunities for networking, partnerships and connections between businesses and potential markets. 

The expo is therefore more than a display of tourism products. It provides an opportunity for businesses to explain what they offer, meet potential customers and interact with other players in the industry.

Technology companies and innovators are also expected to feature prominently because of the event's focus on artificial intelligence and digital transformation.

Young innovators, particularly those developing solutions for travel, hospitality, marketing and destination management, can use the event to demonstrate how technology can address challenges in the tourism sector.

Sports tourism takes centre stage

Eldoret's reputation as a city associated with world-class athletes is another important element of the celebrations.

The North Rift has produced numerous elite athletes and has a strong connection to athletics. This creates opportunities for sports tourism, where visitors travel not only to watch sporting events but also to experience the places, training environments and stories associated with athletes.

The programme is expected to include sports-related activities, adding another dimension to the tourism experience. The county has previously highlighted the economic potential of sporting events, particularly through accommodation, transport, restaurants, entertainment and other businesses.

Deputy Governor Evans Kapkea has also spoken about the importance of sports infrastructure and the relationship between athletics and the local economy. In March 2026, he highlighted the importance of developing sports facilities in Eldoret and linked major sporting events with tourism and economic opportunities. 

The World Tourism Day celebrations therefore give Eldoret an opportunity to present itself not only as the “City of Champions” but also as a destination where sports and tourism can work together.

Cultural tourism will be another major attraction

Culture is also expected to play an important role during the celebrations.

The North Rift is home to communities with diverse traditions, food, music, dance, clothing, stories and cultural practices. Tourism provides an opportunity to preserve and showcase these traditions while creating economic opportunities for cultural practitioners.

Visitors can expect cultural performances and opportunities to experience local traditions as part of the wider tourism programme.

Uasin Gishu has previously organised cultural festivals involving youth groups, cultural teams, church groups and other performers. County officials have stressed the importance of preserving cultural heritage while using culture to create opportunities for communities. 

This year's tourism celebrations provide an even larger platform for cultural tourism because they bring together visitors and stakeholders from different parts of Kenya and beyond.

Gastronomy and local food

Food is another important part of tourism, and the World Tourism Week programme is expected to highlight gastronomy alongside culture and other tourism experiences.

Food tourism allows visitors to experience a destination through its cuisine. Local dishes, agricultural products, traditional cooking methods and modern culinary businesses can all become part of a tourism package.

For local entrepreneurs, this presents opportunities for restaurants, food vendors, farmers, processors and hospitality businesses to connect with visitors.

The focus on gastronomy also supports the wider idea that tourism should benefit communities beyond traditional hotels and tour operators.

Road trips and destination experiences

Another feature of the programme is the promotion of attractions outside the main event venue.

Reports indicate that the programme will include road trips and a destination caravan designed to expose participants to tourism sites and experiences across the North Rift. Visitors will have opportunities to discover local attractions, tourism enterprises and communities. 

This is important because the tourism potential of the North Rift extends beyond Eldoret city itself.

By connecting Eldoret with surrounding attractions, organisers can encourage visitors to spend more time in the region rather than attending the main event and leaving immediately.

The programme is also expected to include experiences such as hot-air balloon rides, cultural activities, sports and visits to entertainment venues in Eldoret. 

Environmental conservation and sustainable tourism

Conservation is another key component of the celebrations.

The programme includes environmental activities such as tree growing and clean-up exercises, reflecting the growing connection between tourism and environmental sustainability. 

Tourism depends heavily on a healthy environment. Natural landscapes, forests, wildlife, clean towns, rivers and other environmental resources attract visitors. Protecting those resources therefore becomes important for the long-term sustainability of tourism.

The environmental activities planned during the week also provide an opportunity to involve local communities and young people in conservation.

Deputy Governor Evans Kapkea's role

The current Uasin Gishu Deputy Governor is Hon. Evans Kapkea, according to the county government's official profile. 

Kapkea became deputy governor after previously serving as the Member of County Assembly for Tembelio Ward. Before becoming deputy governor, he chaired the County Assembly's Trade, Industrialisation, Tourism and Investment Committee, giving him previous experience in areas directly connected to the tourism sector. 

His involvement in county tourism matters is therefore particularly relevant during the World Tourism Day celebrations.

The deputy governor has previously emphasized the importance of strengthening economic sectors and creating opportunities for residents. His background in the trade and tourism committee also places him in a position to understand the potential of tourism enterprises, investment and local businesses.

At a time when Eldoret is seeking to strengthen its profile as a modern city and economic hub, the tourism celebrations provide another opportunity for county leadership to showcase what Uasin Gishu offers.

Eldoret's tourism and investment opportunities

The celebrations are also expected to generate discussions about investment.

Tourism creates opportunities in hospitality, accommodation, transport, entertainment, food, culture, technology, events and recreation.

For Eldoret, the World Tourism Day event provides an opportunity to connect investors with local enterprises and showcase the potential of the North Rift.

KEPROBA previously conducted a county profiling exercise in Uasin Gishu aimed at highlighting the county's economic sectors, investment potential, value chains and cultural identity. Deputy Governor Kapkea welcomed the initiative, noting that stronger county profiling could help with partnerships, marketing and resource mobilisation. 

The tourism celebrations therefore come at a time when the county is seeking greater visibility for its economic and cultural potential.

Opportunities for young people

Young people are also expected to benefit from the event.

The tourism sector provides employment and entrepreneurship opportunities in areas such as digital marketing, photography, tour guiding, hospitality, content creation, event management, transport, food businesses and technology.

The emphasis on artificial intelligence and digital tourism is particularly relevant to young people because many already use digital platforms for communication, marketing and business.

Training sessions during the event can help tourism businesses and young entrepreneurs understand how emerging technologies can be used to promote destinations and improve customer experiences. 

Why the event matters to Eldoret

The World Tourism Day celebrations provide Eldoret with a national and international platform to tell its tourism story.

Kenya's tourism industry has traditionally been strongly associated with the coast and wildlife destinations. The government has increasingly highlighted the need to diversify the tourism product to include culture, sports, gastronomy, ecotourism and digital innovation. 

Eldoret fits naturally into that diversification strategy because of its sporting heritage, culture, high-altitude environment, food, education institutions and access to attractions across the North Rift.

The event can also encourage Kenyans to explore destinations within their own country.

What residents and visitors can look forward to

Residents of Eldoret and visitors attending the celebrations can expect a combination of exhibitions, technology demonstrations, cultural experiences, sports activities, tourism discussions, networking opportunities, environmental activities and destination experiences.

The main programme at the University of Eldoret grounds is scheduled around September 23–27, while the broader national tourism week runs through the World Tourism Day finale on September 27.

The event is expected to attract government officials, tourism investors, technology companies, innovators, scholars, conservationists, tourism operators and members of the public.

For local businesses, the expo offers a chance to market their products. For visitors, it offers an opportunity to discover destinations and experiences they may not have previously considered. For innovators, it provides a platform to demonstrate technology. For communities, it provides an opportunity to showcase culture and participate in the tourism economy.

Looking beyond the celebrations

Perhaps the biggest question will be what happens after World Tourism Day.

The long-term impact of the celebrations will depend on whether the relationships created during the event develop into tourism partnerships, new businesses, investment, increased visitor numbers and stronger promotion of North Rift destinations.

The event itself provides visibility, but sustained tourism development requires continued investment in infrastructure, marketing, hospitality, conservation, skills and digital platforms.

For Eldoret, the celebrations therefore represent both an event and an opportunity to strengthen its position within Kenya's wider tourism industry.