Kenya is looking to ride on the Gen Z appeal and AI-Driven Campaigns to grow tourism

Tourism and wildlife Cabinet Secretary Rebecca Miano

Kenyan tourism players have been challenged to tap into the Gen Z market and leverage cutting-edge technology in the sector to remain competitive.

Tourism Cabinet Secretary Rebecca Miano, warned industry players that they will have to turn to the tech-savvy Generation Z and regional travel partnerships to drive its next wave of tourism growth.

Speaking to industry stakeholders at the Kenya Association of Hotelkeepers and Caterers Symposium, Miano pointed out that traditional forms of tourism were quickly fading away.

“I challenge you as industry stakeholders to reimagine Kenya’s tourism offerings. Go forth and carve unique products—be it in safaris, conferences, wellness retreats, gastronomic tours, cultural immersions or sports tourism,” said Miano.

The tourism industry has over the years remained a vital social economic sector in Kenya. The sector accounts for roughly 10.4 per cent of the Kenya's GDP, 5.5 per cent of the country's formal employment and 4.2 per cent of National Gross Fixed Capital Formation.

While the wildlife and the beaches have remained the mainstay of the Kenya tourism industry for many years, various factors such as limited marketing strategies and underexplored tourism niches have hindered the sectors full blown potential.

The ministry has been eyeing these new avenues like Sports tourism and virtual reality as one of the most promising spheres in the global tourism market.

“In this age of Artificial Intelligence, we should explore AI-powered campaigns to reach Gen Z travellers. We must engage them through virtual reality experiences such as those showcasing the Maasai Mara, and leverage cross-border social media influencer partnerships,” said Miano.

To shore up its tourism numbers, Kenya is collaborating with East African partners under the "Visit East Africa" campaign, aiming to draw 300,000 Ugandan visitors in 2025 through incentives like cross-border travel packages and visa-free entry. 

Miano said the MICE sector, the upcoming Bomas mega convention initiative will certainly enhance Kenya’s capacity to host big world-class events.

This facility alongside other existing and upcoming outfits will add key components to Kenya’s pitch at, London’s WTM, Magical Kenya Travel Expo, Berlin’s ITB.