Nairobi, Kenya — The Kenya Tourism Board (KTB) has announced a strategic partnership with global payments leader Visa in a bid to stimulate both domestic and international travel spending.
The collaboration is designed to make it easier for visitors to transact, while also giving the tourism sector valuable insights into traveler behavior.
Under the agreement, Visa will deploy its Government Insights Hub to provide real-time data on spending trends, enabling KTB and industry players to tailor services and campaigns.
The partnership will also roll out marketing initiatives to promote Kenya as a leading travel destination, emphasizing the country’s safaris, coastal resorts, cultural heritage, and emerging eco-tourism hubs.
“This collaboration is a game-changer,” said a senior KTB official. “By harnessing Visa’s technology and data, we can better understand traveler preferences and create seamless experiences that drive economic growth.”
The initiative comes at a critical moment. Kenya’s tourism sector, one of the nation’s top foreign exchange earners, is still recovering from pandemic disruptions while facing increased competition from other African destinations.
Officials say improving payment accessibility and encouraging cashless transactions will enhance traveler confidence, reduce transaction costs, and boost spending across hotels, restaurants, transport, and local attractions.
Visa executives have expressed optimism about the partnership’s potential. “Tourism is central to Kenya’s economy,” said a Visa representative. “By making payments simple, secure, and inclusive, we can unlock more opportunities for small businesses and communities that rely on visitor spending.”
Industry analysts note that the collaboration also aligns with Kenya’s broader digital transformation agenda.
As the government invests in smart infrastructure and e-services, seamless payment solutions are viewed as a cornerstone of modern tourism.
The partnership is also expected to support KTB’s efforts in sustainable tourism, with data-driven campaigns that balance visitor growth with conservation and community engagement.
Local businesses, particularly in the hospitality sector, have welcomed the move, highlighting that easier payment systems could help attract younger, tech-savvy travelers and long-stay visitors.
Critics, however, have urged transparency in how data will be used and stressed the need to ensure inclusivity for rural tourism operators who may lack digital infrastructure.
If successfully implemented, the KTB-Visa partnership could set a precedent for other African tourism markets, positioning Kenya not only as a premier travel destination but also as a leader in digital innovation in tourism.
