Tourism and Wildlife Cabinet Secretary Rebecca Miano led Kenya’s national celebrations of UN World Tourism Day 2026 in Eldoret, Uasin Gishu County, as the country placed digital technology and Artificial Intelligence (AI) at the centre of efforts to transform the tourism sector.

The celebrations, held on September 27, 2026, brought together national and county government officials, tourism stakeholders, investors, innovators, conservationists, athletes, academics, local communities and members of the public at the University of Eldoret. The event marked the culmination of a week-long tourism programme designed to showcase Eldoret and the wider North Rift as emerging tourism destinations. 

The 2026 celebrations were held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The theme reflects the growing importance of technology in the way tourists discover destinations, compare travel experiences, make bookings and interact with tourism businesses.

Miano leads national celebrations

Rebecca Miano, the Cabinet Secretary responsible for Tourism and Wildlife, represented the national government during the World Tourism Day celebrations in Eldoret. The Ministry of Tourism and Wildlife lists Miano as the Cabinet Secretary, while Julius K. Bitok serves as Principal Secretary for Tourism. 

Miano used the occasion to emphasize the need for Kenya to adapt its tourism promotion strategies to the rapidly changing digital environment.

According to remarks reported from the Eldoret celebrations, the Cabinet Secretary said modern travellers increasingly depend on smartphones, digital platforms and online tools when discovering destinations and making travel decisions. She therefore emphasized the need for Kenya to redesign how it presents its tourism attractions so that destinations, experiences and tourism products are visible and accessible in the digital spaces where potential visitors make decisions. 

The message was particularly significant because Kenya's tourism industry has traditionally been strongly associated with wildlife safaris, the coastal tourism circuit and major attractions such as the Maasai Mara. The government is now seeking to broaden the country's tourism portfolio by promoting sports, culture, agriculture, gastronomy, landscapes, conservation and other community-based experiences.

Eldoret provides a new tourism platform

The choice of Eldoret as the host city was significant because the town has a strong international identity as a centre of athletics and sports excellence.

The city and the wider North Rift have traditionally been associated with Kenya's world-renowned distance runners. However, the World Tourism Day programme sought to demonstrate that the region offers much more than athletics.

Activities during the week highlighted sports tourism, culture and heritage, agri-tourism, nature and landscapes, gastronomy, conservation and digital innovation. 

The week-long programme ran from September 21 to September 27, with the main activities taking place at the University of Eldoret. The programme brought together government officials, tourism investors, technology companies, innovators, scholars, conservationists and members of the public. 

This approach was intended to demonstrate that tourism can be developed across different parts of Kenya instead of concentrating mainly on established tourism destinations.

AI takes centre stage

Artificial Intelligence was one of the most important subjects during the 2026 World Tourism Day celebrations.

The government is exploring how AI and digital platforms can improve destination marketing, customer engagement, business development and tourism management. Earlier reports on the Eldoret programme indicated that tourism stakeholders would receive training on digital technology and AI, while tourism enterprises and innovators would have an opportunity to showcase their products and technologies. 

For tourism businesses, digital technology can help them reach potential customers beyond their immediate geographical locations. A small tourism operator in the North Rift, for example, can use digital platforms to showcase accommodation, cultural experiences, agricultural activities, hiking opportunities or sports-related attractions to visitors from other parts of Kenya and abroad.

Miano also pointed to initiatives such as Safari Live, developed in partnership with WildEarth, as examples of how technology can bring Kenya's wildlife and destinations to global audiences. The Ministry has also highlighted the Tembea Kenya platform as a way of showcasing destinations and experiences while encouraging domestic tourism. 

Focus on sports tourism

Sports tourism was another major component of the Eldoret celebrations.

The region's reputation as the “Home of Champions” gives it a unique opportunity to attract visitors interested in athletics and Kenya's sporting history.

More than 30 athletics legends participated in a symbolic run in Eldoret as part of the tourism celebrations. The event was jointly organized by the Ministry of Tourism, the Uasin Gishu County Government and the University of Eldoret. Athletics icon Kipchoge Keino led the symbolic run, while other sporting personalities joined efforts to promote sports tourism. 

The event was designed to connect Eldoret's athletics identity with tourism, culture, community experiences and the wider North Rift tourism circuit.

Kenya's athletics success has created international interest in Eldoret because athletes from different parts of the world travel to the region for training and to experience its high-altitude environment.

The government is therefore seeking to convert that existing international recognition into a broader tourism opportunity.

Tourism beyond wildlife and the coast

One of the central messages from the Eldoret celebrations was that Kenya's tourism sector needs to become more diversified.

Kenya is internationally recognized for wildlife tourism, including national parks and reserves. The country also has a strong coastal tourism industry. However, the government wants other counties and regions to benefit more directly from tourism.

The North Rift provides several possibilities, including sports tourism, agricultural tourism, cultural tourism, nature-based tourism and culinary experiences.

The Ministry's official mandate covers the development and promotion of tourism, tourism policy and standards, tourism research, training, financing and positioning Kenya as a destination for local and international tourists. 

The Eldoret celebrations therefore provided an opportunity to put that broader approach into practice.

Role of communities and young people

Young people and local communities were also important to the discussions around the future of tourism.

Digital platforms provide opportunities for young Kenyans to participate in tourism promotion without necessarily owning large tourism companies. Content creators can produce videos, photographs, travel guides and other digital material showcasing destinations.

Miano emphasized the potential role of young people because of their creativity, understanding of online audiences and ability to use digital platforms to reach large numbers of people. The Ministry has also been working with influencers and digital content creators to increase the visibility of Kenya's tourism products.

This could create opportunities for employment and entrepreneurship, particularly among young people in counties outside the traditional tourism circuits.

Conservation remains important

Although the 2026 celebrations focused heavily on technology, conservation remained a major component of the programme.

The opening activities included tree planting, highlighting the connection between tourism, environmental protection and sustainable development. 

This is important because Kenya's tourism industry depends heavily on its natural resources. Wildlife, forests, landscapes, beaches, national parks and other natural attractions form a major part of the country's tourism offering.

The Ministry's wildlife mandate includes wildlife conservation and protection, management of national parks and reserves, biodiversity protection, wildlife research and training, and measures addressing human-wildlife conflict. 

Consequently, expanding tourism also requires protecting the resources that attract visitors.

Technology and domestic tourism

The digital tourism strategy is not only focused on international visitors. It also has implications for domestic tourism.

Digital platforms can make it easier for Kenyans to discover attractions within their own country. A family from Nairobi, for instance, may use online information to discover destinations in the North Rift, while visitors from western Kenya can explore attractions in other parts of the country.

The Ministry's promotion of platforms such as Tembea Kenya is part of efforts to encourage Kenyans to explore the country's tourism products. 

Increasing domestic tourism can also help businesses remain active outside traditional international travel seasons.

Tourism and economic opportunities

Tourism has a wide economic impact because visitors spend money on accommodation, transport, food, entertainment, cultural experiences and other services.

Expanding tourism beyond traditional destinations could therefore distribute tourism-related economic opportunities more widely across the country.

The Eldoret programme was designed to connect government, businesses, communities, universities, innovators and investors. The organizers also sought to highlight investment opportunities in Uasin Gishu and the wider North Rift. 

The participation of the University of Eldoret was particularly important because universities can contribute research, innovation, skills development and new technologies to the tourism industry.

A new direction for Kenya's tourism industry

The World Tourism Day celebrations in Eldoret came at a time when the tourism industry is changing rapidly.

Travellers increasingly use digital tools before they travel. They search for destinations online, watch videos, read reviews, compare prices, view photographs and sometimes use AI-powered services when planning trips.

Kenya therefore faces the challenge of ensuring that its tourism products are sufficiently visible in these digital spaces.

Miano's message in Eldoret was that Kenya cannot rely exclusively on traditional tourism marketing approaches. The country needs to adapt to the changing behaviour of travellers and use emerging technologies to make its attractions easier to discover and access. 

At the same time, digital transformation must complement rather than replace the fundamentals of tourism, including quality services, security, conservation, infrastructure, hospitality and authentic cultural experiences.