Data and AI could transform Kenya’s tourism — Nation Kenya
In Kenya, digital tools and artificial intelligence could transform the promotion of tourist destinations, bookings and the operations of small businesses in the sector, Nation Kenya reports. Author Jane Nyawira notes that technology can help travelers discover not only traditional safari routes, but also cultural, culinary, nature-based and local tourism offerings.
According to data cited in the article, Kenya welcomed approximately 2.7 million international visitors in 2025, around 9% more than a year earlier. Tourism revenue amounted to about 500 billion Kenyan shillings. At the same time, in order to sustain growth, the author believes advertising campaigns are not enough, as tourists increasingly expect fast, personalized and digital services.
Data for new routes
Digital platforms and AI can take into account tourists’ interests, their spending, travel seasonality and booking behavior. The article cites the partnership between the Kenya Tourism Board and Visa, announced in 2025, as an example of how tourism authorities can use data on tourist flows, periods of highest demand, regional preferences and visitor spending.
According to Nyawira, this approach makes it possible to offer travelers lesser-known locations. These include Kakamega Forest, Lake Baringo, the Taita Hills, Kit-Mikayi, Thimlich Ohinga, Swahili heritage in Lamu, as well as festivals and communities in the north of the country. Technology can also help hotels forecast occupancy, reduce food waste and manage energy consumption.
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Risk of unequal access
At the same time, digitalization may widen the gap between large tourism companies and small enterprises. Family-run lodges, local guides, tourist homesteads and community conservation projects often rely on recommendations, basic social media pages and manual payment methods.
The author believes operators need practical training in managing online profiles, creating content, accepting digital payments, analyzing reviews and safely using available AI tools. She also draws attention to the risks of poor-quality data, biased algorithms, inaccurate recommendations and culturally insensitive content created by automated systems.
In Nyawira’s view, digital solutions should complement rather than replace human interaction with tourists. The development of technology in the sector requires cooperation among national and county authorities, businesses, technology companies, financial institutions, airlines and educational institutions.
