Kenya Tourism Board and Visa Forge Data-Driven Alliance to Elevate Visitor Experiences

The Kenya Tourism Board (KTB) has entered a groundbreaking partnership with Visa, aiming to revolutionise Kenya’s tourism sector through innovative, data-centric solutions. This collaboration is set to enhance growth, streamline payment processes, and deliver exceptional visitor experiences, aligning Kenya with global best practices in destination management.

By harnessing Visa’s global prowess in payments and data analytics, KTB is strengthening its mission of positioning Kenya as a top-tier tourism destination. The agreement paves the way for a series of joint initiatives, including the co-development of dynamic marketing campaigns, the expansion of seamless payment solutions at tourist hotspots, and the promotion of both cross-border and domestic tourism spending.

During the official signing ceremony, KTB Acting CEO Allan Njoroge emphasised that this strategic alliance marks a major leap forward for Kenya’s tourism industry, particularly as the country seeks to boost visitor arrivals and refine the overall travel experience. “We are committed to reshaping the visitor experience to align with the rapidly changing travel landscape,” Njoroge stated. He explained that the partnership will grant KTB access to granular insights into traveller spending patterns—enabling the board to craft targeted, impactful marketing strategies that reflect real-world consumer behaviour.

A pivotal benefit of the alliance is its capacity to help KTB track and address revenue leakages caused by payment system inefficiencies. Cross-border payment challenges, which often frustrate international visitors, can now be more effectively identified and resolved. As Njoroge put it, “This partnership ensures we turn data into decisive action.”

Central to the collaboration is Visa’s Government Insights Hub (VGIH)—a sophisticated data and analytics platform that reveals trends in travel patterns, peak seasons, regional preferences, and spending habits. This real-time intelligence empowers KTB to fine-tune its campaigns, pinpoint lucrative source markets, and develop tourism products that appeal to a wide range of visitor profiles.

Chad Pollock, Vice President and General Manager for Visa East Africa, expressed strong optimism about the partnership’s transformative potential. “Kenya is one of Africa’s most vibrant and diverse destinations. Through this partnership, we are leveraging local insights to craft tailored, practical solutions while empowering SMEs across the tourism value chain with advanced digital payment tools. Entrenching card payments seamlessly across travel touchpoints means convenience for visitors and impactful growth for businesses.”

The timing of this alliance is particularly significant as technology continues to reshape the travel experience globally. Visa’s recent report, “How Travel Trends Are Reshaping Global Payments,” highlights how AI-driven personalised itineraries, contactless payments, and mobile check-ins are emerging as baseline expectations—especially among Generation Z. This demographic, poised to account for 30% of global trips by 2030, is already making its mark: 67% of Gen Z travellers purchase goods and services online while on the move, underlining the necessity for seamless, digital-first payment options.

Supporting this trend, cross-border transactions surged to 771 million between June 2023 and June 2024, fueled by the explosive growth of e-commerce, travel, and remittance flows. This boom points to the immense opportunity—estimated at \$250 trillion—in cross-border payments, and further illustrates why reliable, widely accepted payment solutions are now essential for destinations looking to attract international tourists and facilitate hassle-free spending.

For Kenya, this partnership is more than a technical upgrade; it represents a fundamental shift in how the country approaches tourism development. By integrating advanced data analytics into every stage of the visitor journey, KTB can identify and respond to traveller needs with unprecedented precision. This includes tailoring marketing campaigns to specific markets, optimising peak season promotions, and offering payment options that resonate with digitally savvy global visitors.

Additionally, the agreement calls for capacity building initiatives led by Visa, equipping the Kenya Tourism Board with the necessary skills and tools to take full advantage of digital transformation. This focus on institutional strengthening ensures that the benefits of the partnership will be sustainable, scalable, and deeply embedded within Kenya’s tourism strategy moving forward.

The ripple effects of this collaboration are expected to be felt across the broader tourism ecosystem. By simplifying payments and providing actionable insights, the partnership empowers local businesses—especially SMEs—enabling them to capture a larger share of tourist spending. It also positions Kenya as an innovative, forward-thinking destination, capable of meeting and exceeding the expectations of modern travellers from Africa and beyond.

For the wider sub-Saharan African travel sector, the Kenya-Visa alliance offers a blueprint for leveraging public-private partnerships and digital solutions to unlock new sources of value. As more destinations compete for international arrivals, those that invest in smarter data use, seamless payments, and technology-driven experiences will be best placed to drive sustainable growth and remain relevant in a rapidly evolving marketplace.

As Kenya embarks on this new era of tourism excellence, the lessons and frameworks emerging from this partnership are sure to inspire other African countries. Focusing on analytics, digital payments, and visitor-centric innovation will not only enhance competitiveness but also create a more inclusive, resilient tourism sector across the continent.