A Strategic Alliance To Boost Tourism, Streamline Payments, And Deliver Seamless Visitor Journeys
Kenya’s tourism sector has received a major boost following the signing of a strategic partnership between the Kenya Tourism Board (KTB) and global payments leader Visa. The groundbreaking deal, unveiled in Nairobi on September 8, 2025, is set to redefine how travelers experience Kenya by merging world-class tourism with cutting-edge digital payment solutions.
The partnership will see KTB tap into Visa’s global expertise in payments and advanced data analytics to position Kenya as Africa’s premier travel destination. From improving payment accessibility at key tourism touchpoints to developing data-driven marketing campaigns, the collaboration aims to increase visitor arrivals, enhance spending, and create unforgettable guest experiences.
Speaking at the signing ceremony, KTB Ag. CEO Allan Njoroge emphasized that the alliance marks a new chapter for Kenya’s tourism.
“At KTB, we are committed to reshaping the visitor experience to align with the rapidly changing travel landscape. This collaboration is timely as it equips us with precise insights into how travellers spend, enabling us to craft finely tuned marketing strategies and solve long-standing cross-border payment challenges.”
Visa will provide KTB with access to its Government Insights Hub (VGIH) — a powerful analytics platform that tracks travel patterns, spending habits, peak seasons, and source markets in real-time. This intelligence will guide KTB in tailoring campaigns and designing tourism products that resonate with both domestic and international travelers.
Chad Pollock, Vice President and General Manager of Visa East Africa, expressed optimism about the partnership’s potential:
“Kenya is one of Africa’s most vibrant and diverse destinations. By embedding seamless digital payment solutions across travel touchpoints, we are not only delivering convenience for visitors but also driving impactful growth for tourism businesses and SMEs along the value chain.”
The collaboration comes as technology reshapes global travel. According to Visa’s Navigate Report, AI-driven itineraries, contactless payments, and mobile check-ins are becoming fundamental expectations, especially for Gen Z travelers — who are projected to account for 30% of global trips by 2030. With cross-border transactions already surpassing 771 million between June 2023 and June 2024, the opportunity for Kenya to tap into the $250 trillion global payments market is immense.
Beyond marketing and payments, Visa will also support KTB with capacity-building initiatives, ensuring the tourism board leverages digital tools effectively to deliver world-class results.
With this partnership, Kenya is not only securing its spot on the global tourism map but also redefining how destinations harness technology to deliver seamless, enjoyable, and data-driven travel experiences.
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