The Kenya Tourism Board (KTB) has launched a new campaign to boost domestic tourism, targeting 5.6 million bed-nights. This represents an increase from 5.15 million domestic accommodation bed-nights recorded in the 2025-26 financial year. The campaign, called "Hapa Ni Wapi Sales Conversion Campaign," aims to convert growing interest in local travel into actual bookings. KTB will work with tour operators, county governments, and other industry players to achieve this goal.
The campaign was launched in Samburu, with the northern Kenya circuit selected as the first destination. KTB plans to use the region as a launchpad for promoting lesser-known destinations. The Chalbi Desert and wider northern Kenya circuit will be showcased, highlighting the region's landscapes, cultural attractions, and tourism experiences. More than 50 tour operators are participating in the inaugural activation.
KTB chief executive June Chepkemei said the board is seeking to address barriers that have limited domestic tourism, including affordability, accessibility, and limited information about destinations. Improved infrastructure, particularly road access, is expected to unlock tourism potential in northern Kenya. Chepkemei emphasized that the focus on bed-nights reflects the industry's interest in increasing not only the number of people travelling but also the duration of their stays.
The campaign aims to provide a model that can be replicated across other regional circuits. KTB expects partnerships with tour operators to help develop affordable packages and encourage Kenyans to explore more destinations. TOSK chairperson Raymond Cheruiyot said the private sector is ready to work with KTB to turn domestic demand into actual business.
The domestic tourism push comes as the industry seeks to recover from challenges. KTB's target represents a 2.6 per cent increase from 5.02 million recorded in the previous year. The board is banking on improved infrastructure and partnerships to drive growth. The campaign will later move to other circuits, including Mambrui-Malindi and Western Kenya.
KTB's strategy involves working closely with trade partners to package regions affordably and deliver steady, measurable growth in bed nights nationwide. The board expects the partnerships to help address some of the barriers that have limited domestic tourism. The focus on domestic tourism is expected to support hotels, camps, restaurants, transport operators, and other businesses along the tourism value chain.
The Kenya Tourism Board's domestic tourism push is a key initiative to drive growth in the sector. The campaign's success will be measured by the number of bed-nights achieved. KTB's efforts to promote domestic tourism are expected to have a positive impact on the economy.
Key points
- KTB targets 5.6 million domestic tourism bed-nights.
- The campaign aims to convert growing interest in local travel into actual bookings.
- Improved infrastructure is expected to unlock tourism potential in northern Kenya.
