KCB, RUBiS and KTB Launch ‘Kenya Beyond Sight’ Campaign to Promote Inclusive Tourism

The five-day journey will challenge perceptions around disability while showcasing Kenya’s destinations through a more inclusive, multi-sensory travel experience.

Kenyans are being encouraged to explore the country differently through a new campaign focused on inclusive tourism and accessible travel.

KCB Bank, RUBiS Energy Kenya and the Kenya Tourism Board (KTB) have launched the “Kenya Beyond Sight” campaign, bringing together six creators to highlight destinations, cultures and experiences that are often overlooked.

The creators are J-Supercharge, Denno Music, Sammy Brayo, Nancy Cosy, Chelah Richards and Delvin Obara.

The five-day journey will take the team through Kenya’s Eastern and Coastal regions. It will also shift destination storytelling beyond a predominantly visual experience.

Through their perspectives, the creators will explore how sound, touch, taste, movement and other sensory experiences can shape the way people experience Kenya.

Challenging Perceptions Around Disability

The campaign seeks to challenge perceptions about disability while encouraging more accessible approaches to travel.

Speaking during the launch, KCB Group Director, Marketing and Communication, Rosalind Gichuru said the initiative reflects the bank’s brand purpose, “For People. For Better.”

“Kenya Beyond Sight is a practical expression of what our brand purpose For People. For Better means,” she said.

Gichuru added that the campaign will showcase Kenya while encouraging a more inclusive approach to experiencing the country.

The initiative will also highlight KCB’s digital payment solutions through its Debit and Prepaid Cards.

The creators will use the cards for cashless payments covering accommodation, transport, dining and entry to attraction sites.

This is expected to reduce friction during the journey while demonstrating how digital payments can support convenient travel.

KCB, RUBiS and KTB Launch ‘Kenya Beyond Sight’ Campaign to Promote Inclusive Tourism

Partnerships Power the Journey

RUBiS Energy Kenya will support the travelling team through its network of service stations along the route.

The company is covering fuel costs for the journey. It will also provide Enjoy Shop vouchers for snacks, refreshments and other essentials.

Meanwhile, KTB has supported the itinerary and destination marketing efforts.

The tourism board worked with the Kenya Wildlife Service to secure complimentary access to Malindi Marine National Park.

It also connected the team with Accessible Travel Kenya, which designed the itinerary around the group’s accessibility needs. The organisation will also provide transport for the team to the Coast.

The creators will receive complimentary access to Haller Park through support from Bamburi Cement.

KTB will further support media engagement and storytelling throughout the journey.

Making Tourism More Accessible

KTB CEO June Chepkemei said the tourism sector should create experiences that welcome people regardless of age or ability.

“As the Kenya Tourism Board, we believe that our destination must be accessible, welcoming and enjoyable to all visitors,” she said.

Chepkemei added that the campaign challenges tourism players to think more deeply about accessibility.

The call extends to accommodation providers, attractions, transport operators and tour companies.

The creators will document their experiences across their social media platforms. Their stories will highlight both the possibilities and practical realities of travelling with disabilities.

Tourism as a Driver of Inclusive Growth

The campaign also links inclusive tourism with wider economic opportunities across the sector.

KCB said the initiative supports the Sustainable Development Goals, particularly SDG 8 on decent work and economic growth, SDG 10 on reduced inequalities and SDG 17 on partnerships.

Tourism remains an important contributor to Kenya’s economy.

According to the World Travel & Tourism Council’s 2026 Economic Impact Research, the sector contributed US$12.7 billion to Kenya’s economy in 2025. That represented 9.3% of GDP and supported 1.8 million jobs.

The same research shows that international visitors spent US$5 billion in Kenya in 2025, while domestic visitors accounted for US$4.5 billion in spending.

As the sector expands, initiatives such as “Kenya Beyond Sight” place accessibility alongside destination marketing.

The campaign ultimately seeks to show that exploring Kenya should not depend on how someone sees the country, but on how fully they can experience it.