The government is urging the tourism sector to embrace artificial intelligence and emerging technologies to drive growth and competitiveness.
Tourism CS Rebecca Miano said the future remains promising for destinations willing to innovate, adapt and keep pace with technological change.
Miano said technology is transforming how travellers discover destinations, make decisions, book experiences and interact with tourist sites.
She said AI has accelerated the transformation, creating new opportunities for destinations worldwide.
“The next competitive advantage belongs to destinations that harness technology to understand travellers better, reach markets faster, craft smarter experiences and manage destinations more sustainably,” she said.
Miano said Kenya is ready to embrace the transformation, citing investments in destination marketing, infrastructure, connectivity, product development and policy reforms.
She also said the Electronic Travel Authorisation system has simplified entry into the country.
She called for greater use of AI and data analytics to identify emerging markets, personalise marketing, anticipate demand, improve services and manage protected areas more effectively.
Miano spoke on Wednesday during the opening of the three-day 16th Magical Kenya Travel Expo, which brought together more than 400 exhibitors from over 40 countries and more than 10,000 delegates.
This year’s theme, “Digital Transformation and Artificial Intelligence”, focused on the future of tourism and the role of technology in shaping the sector.
Miano said Kenya remains on course to attract more than 5.5 million tourists by 2028.
She noted that the country welcomed 2.7 million international visitors and earned approximately half a trillion shillings last year, while domestic travellers recorded about 5.2 million bed nights.
She said the government is also diversifying the tourism circuit through sports, adventure, culture, wellness and business tourism, alongside traditional wildlife and coastal experiences.
Uganda’s Tourism Minister Susan Nakauki urged African policymakers to promote a more borderless continent to unlock the region’s tourism potential and boost economic growth.
She also raised concern over rising travel costs, calling for measures to make travel across Africa easier and more affordable.
Tourism PS Julius Bitok said the expo’s theme was timely, noting that AI will be critical to increasing tourism numbers.
Bitok said Kenya is also using global events to market itself as a leading tourism destination.
He cited the upcoming AFCON 2027 and the 2029 World Athletics Championships, expressing optimism that Kenya could eventually host the Olympic Games.
