Eldoret is preparing to welcome hundreds of tourism stakeholders and government officials next week as Kenya hosts this year's United Nations Tourism Week celebrations. The week-long event, running from September 21 to 27, will bring together a diverse group of participants under the theme "Digital Agenda and Artificial Intelligence to Redesign Tourism."
The University of Eldoret grounds will serve as the hub for all activities, with preparations already underway at the institution. This marks a significant shift in Kenya's approach to tourism development, with the government deliberately choosing the North Rift region to host the event as part of a wider strategy to open up new tourism circuits outside the traditional coastal and wildlife destinations that have long dominated Kenya's tourism sector.
A New Tourism Direction
According to Tourism Principal Secretary Julius Bitok, the ministry's decision to hold the event in the North Rift reflects a deliberate effort to promote lesser-known regions and showcase new tourism opportunities.
"Eldoret is a major hub for the North Rift region, where we are targeting to open up a new circuit because it has many attractions that will help market Kenya as a tourism giant," Bitok explained. The focus is on positioning Kenya beyond the beaches and safari parks that tourists have traditionally associated with the country.
The event will bring together an impressive array of participants, including representatives from national and county governments, tourism investors, technology companies, innovators, scholars, conservationists, and the general public. This inclusive approach reflects the government's desire to create a platform where all stakeholders can contribute to reshaping Kenya's tourism future.
Technology and Innovation at the Forefront
A central focus of the week will be exploring how artificial intelligence and digital innovation can transform the tourism sector and create new opportunities for destinations, businesses, and communities. Sessions will cover critical areas including destination marketing, content creation, customer engagement, business development, and market intelligence.
The capacity-building sessions are designed to benefit a wide range of participants, from micro and small enterprises to tour operators, hoteliers, tour guides, and youth-led community tourism initiatives.
The aim is to equip these stakeholders with practical knowledge on how to leverage digital technologies and AI to strengthen their visibility and competitiveness in an increasingly digital marketplace.
Beyond the Conference Room
The event is not limited to classroom-style sessions. The week will include carefully organized activities designed to showcase the true potential of the North Rift region. Participants will visit attraction sites and experience local tourism products firsthand, while also engaging directly with enterprises and communities to understand the region's tourism potential.
Hot-air balloon rides and experiences of Eldoret's nightlife will give visitors a taste of what the region offers. Additionally, organized road trips and a destination caravan will take participants through the lived experiences of North Rift residents and attractions, creating an immersive experience that goes beyond presentations and speeches.
Attracting a Wider Net
Part of the government's broader strategy is attracting more international tourists by promoting tourism products and experiences through sports and cultural activities. By positioning regions like the North Rift as emerging tourism destinations, Kenya hopes to distribute tourism benefits more widely across the country and create economic opportunities in areas that have been historically overlooked.
For Eldoret and the wider North Rift region, this event represents a significant opportunity to gain national and international attention, showcase local attractions and entrepreneurship, and position itself as a key destination in Kenya's evolving tourism landscape.
As Kenya continues to diversify its tourism offerings, events like this week's UN Tourism Week celebration in Eldoret will be crucial in determining whether the country can successfully expand beyond its traditional tourism strongholds and create a truly multi-faceted tourism sector.
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