The Kenya Tourism Board (KTB) has launched a campaign to promote domestic tourism in northern Kenya, a region that has been largely untapped. The initiative, dubbed the Hapa Ni Wapi Sales Conversion Campaign, aims to position northern Kenya as a launchpad for a wider domestic tourism drive to lesser-known destinations. The campaign is part of KTB's broader target of 5.6 million bed nights by 2027. KTB Chief Executive June Chepkemei described the launch as a milestone in the Board's efforts to build a more structured domestic tourism market.
The campaign will showcase the region's wildlife, cultures, landscapes, and community-led conservation. Chepkemei said the initiative marks a shift in how KTB approaches domestic tourism marketing, focusing on driving growth in bookings and bed nights rather than simply raising awareness. The campaign will establish a national platform that brings together tour operators, county governments, and tourism partners to develop and sell structured, ready-to-book travel packages. This approach is expected to make domestic tourism more accessible and affordable for Kenyans.
The northern Kenya circuit, including Chalbi Desert, will serve as the first destination under the initiative. The region is known for its untamed beauty and rich cultural and geographical diversity. The campaign will highlight the region's vibrant cultures, significant wildlife populations, and stunning landscapes. According to Guyali Adano, Chief Officer for Tourism in Marsabit County, tourism is a key aspect of northern Kenya's economy, and the region has a lot to offer visitors.
The initiative is expected to play a central role in spurring domestic travel growth, serving as a model for how structured, affordable packaging can be replicated across other regional circuits nationwide. KTB aims to grow bed nights from 5.15 million in the 2025/26 financial year to 5.6 million this year. The Board plans to achieve this through a series of regional activations, starting in northern Kenya before moving to other underexplored circuits.
Improved infrastructure in northern Kenya is a key enabler of the initiative, with enhanced road access opening up destinations once considered out of reach for ordinary travelers. The transformation of infrastructure has made it easier for tourists to visit the region, and KTB is confident that the campaign will attract more visitors. The campaign is also expected to create jobs and stimulate local economies.
The Tour Operators Society of Kenya (TOSK) has welcomed the campaign, describing it as a timely and practical framework for generating business from the domestic market. TOSK Chairperson Raymond Cheruiyot said the campaign gives tour operators a structured platform to package and sell northern Kenya affordably. He added that TOSK members are ready to deliver on the promise of providing affordable and accessible tourism packages.
The launch of the campaign comes against the backdrop of sustained expansion in Kenya's domestic tourism market, which has registered consecutive growth in bed nights and visitor numbers over recent years. Domestic tourism has shown steady resilience, with more Kenyans traveling beyond the familiar coast and savannah circuits. The campaign is expected to spread visitation more evenly across the calendar year, particularly during the traditionally quiet low and shoulder seasons.
Key points
- KTB aims to grow bed nights to 5.6 million by 2027.
- The campaign will focus on showcasing northern Kenya's wildlife, cultures, landscapes, and community-led conservation.
- Improved infrastructure in northern Kenya is a key enabler of the initiative.
