On Monday, September 8, 2025, the Kenya Tourism Board (KTB) announced a strategic partnership with Visa aimed at boosting both cross-border and domestic tourism spending.
The collaboration focuses on developing targeted marketing campaigns, improving payment accessibility, and leveraging data analytics to enhance the overall visitor experience.
As part of the partnership, Visa will provide KTB with access to its Government Insights Hub, a data and analytics platform offering insights into travel patterns, peak seasons, regional preferences, and consumer spending behavior.
This data-driven approach will enable KTB to tailor its marketing strategies effectively and make informed decisions to attract more tourists to Kenya.
Kenya’s tourism sector has seen significant growth, with 2.4 million international visitors in 2024, marking a 15% increase from the previous year.
The government’s initiatives, including the elimination of visa requirements for all visitors starting January 2024, aim to further stimulate the tourism industry.
This partnership underscores Kenya’s commitment to enhancing its tourism sector through data-driven strategies and improved digital payment systems, positioning the country as a leading destination in Africa.