Kenya's tourism sector is undergoing a significant transformation as artificial intelligence (AI) increasingly influences travel planning. The country welcomed 2.7 million international visitors in 2025, up 9% from 2.47 million the previous year, generating about Sh500 billion in earnings. This shift is forcing the industry to rethink its marketing strategies, with visibility depending not only on attractive websites and social media but also on AI discoverability.
The Kenya Tourism Board (KTB) is responding by changing the type of information it puts online, making it more AI-discoverable. KTB chief executive June Chepkemei stated that the board is moving away from conventional tourism brochures and photographs towards content that AI systems can read, understand, and use. This includes developing a national digital content infrastructure to give small attractions and experiences a credible online footprint.
The use of AI in travel planning is becoming increasingly popular, with 67% of travellers having already used AI in some part of a trip, and 89% wanting to use AI in future travel planning. Travellers primarily use AI to research destinations, find cultural activities, and identify restaurants. AI assistants are emerging as a more trusted source for travel planning than influencers.
To adapt to this change, KTB is systematically filling the digital ecosystem with high-quality, authoritative, and structured Kenyan content. This aims to improve the probability that AI systems will discover this content, potentially helping Kenya spread demand beyond the country's most famous attractions, hotels, and safari properties.
However, there is a risk that AI may reproduce existing biases in the digital ecosystem, with properties having a strong online presence appearing more prominently than smaller operators with limited marketing budgets. Dr. Mohanjeet Brar, managing director of Gamewatchers Safaris & Porini Camps, notes that online visibility does not necessarily reflect the quality or suitability of a safari property.
Despite the benefits of AI, human travel professionals still have an important role, particularly in complicated, personal, and risk-sensitive decisions. Dr. Brar argues that first-hand knowledge, personal reassurance, and accountability remain difficult to automate, especially for expensive or once-in-a-lifetime holidays. AI may take over routine tasks, but human agents will continue to play a crucial role.
The impact of AI on Kenya's tourism industry is already visible, with hotels such as Sarova Hotels and Pristine Mara Bay Lodge adapting to the changing landscape. Marketing strategies are shifting towards social media, with travellers discovering properties through short videos, influencers, and guest-generated content. However, the industry still faces challenges in measuring the effectiveness of AI-driven marketing.
Key points
- Kenya's tourism industry must adapt to AI-driven travel planning to remain competitive.
- The Kenya Tourism Board is developing a national digital content infrastructure to improve AI discoverability.
- Human travel professionals will continue to play a crucial role in complicated, personal, and risk-sensitive decisions.
