By Robai Ludenyi
Eldoret is taking centre stage in Kenya’s tourism sector as the city hosts the 2026 UN Tourism Week, with artificial intelligence (AI) and digital technology at the centre of efforts to promote new tourism destinations across the country.
The week-long event is being held from September 21 to 27 at the University of Eldoret under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” It brings together government officials, tourism investors, technology companies, innovators, scholars, conservationists, tourism businesses and members of the public.
Tourism Principal Secretary Julius Bitok said the event will give visitors an opportunity to discover the tourism potential of Eldoret and the wider North Rift region. He encouraged Kenyans to take part in the activities and experience what the region has to offer.
He said they have lined up many interesting activities to not only see but to actively participate in. We
invite everyone to visit Eldoret and the greater North Rift to sample the glory of the true home of
champions,.
A major part of the programme will focus on helping tourism businesses understand and use digital technology and AI in their daily operations. The training will target micro, small and medium enterprises, tour operators, hoteliers, tour guides, young people and community-based tourism groups.
Participants will learn how technology can help them market destinations, create content, engage customers, grow their businesses and understand the tourism market better. The sessions are also expected to give entrepreneurs and innovators practical knowledge that can help them improve their visibility and reach more visitors.
Technology companies, innovators and tourism businesses will also have an opportunity to showcase their products, digital solutions and new ideas through exhibitions during the week. The exhibitions will provide room for businesses and innovators to connect, share ideas and explore possible partnerships.
The programme will also take participants outside the conference setting through road trips and a destination caravan to various tourism sites across the North Rift. These activities are designed to allow visitors to experience local attractions, interact with communities and discover tourism products that are often overlooked.
Other activities planned during the week include cultural and sporting experiences, hot-air balloon rides and visits to entertainment venues in Eldoret. The organisers also want to use these activities to show that the North Rift can offer visitors more than its famous athletics reputation.
Attracting more international visitors is another key focus. Tourism products and experiences from the region will be promoted through sports, culture and other activities designed to give visitors a closer experience of local communities and their way of life.