Kenya Embraces AI and Digital Tools to Expand Its Tourism and Creative Sectors, Here’s All You Need to Know

Published on November 29, 2025

Africa epitomized the value of sectors in culture and the economy with their intersections in fashion, film, and music for the African continent. The presentation and discussion of artificial intelligence (AI), virtual reality (VR), and streaming platforms for the creative industries and the potential of raising Africa’s global competitiveness brought focus to the impact of technology for the creative industries. The forum underlined the importance and value of these sectors for the African continent.

Artificial Intelligence and Virtual Reality: Unlocking New Tourism Experiences

At the heart of the forum’s discussions were the emerging roles of AI and VR in shaping the future of tourism. AI, with its ability to personalize travel experiences, was seen as an ideal solution for creating tailored itineraries for tourists based on their preferences. The use of VR technologies offers unprecedented opportunities for immersive storytelling, allowing tourists to preview destinations and cultural experiences before even stepping foot in a country.

For Kenya, these tools could become instrumental in marketing its diverse offerings, from safaris in Maasai Mara to cultural tours in Nairobi, all in interactive and engaging ways. The global tourism landscape is shifting toward digital-first experiences, and AI-powered platforms can help Kenyan tourism professionals cater to this demand, allowing travelers to enjoy a seamless and personalized journey through the country.

Kenya’s Creative Industries: Fashion, Film, and Music as Catalysts for Growth

Kenya’s vibrant fashion, film, and music scenes are already gaining traction internationally. The forum’s sessions underscored how these sectors are interconnected with tourism, creating a powerful synergy between cultural export and travel. Kenyan filmmakers, musicians, and designers now have the opportunity to scale their work regionally, thanks to the AfCFTA’s Trade in Services protocol, which facilitates cross-border mobility and market access.

Kenya’s film industry, for example, has the potential to attract tourists who are drawn to the locations featured in films, bolstering the country’s reputation as a filming destination. Similarly, Kenyan music, with its global recognition and diverse sounds, can serve as an invitation to travelers seeking to explore the origins of their favorite tunes.

Khadijat El-Alawa, Head of Music and Talent for AfroFuture, emphasized the need for Africa to develop its own platforms to retain the financial value of its cultural exports. This is particularly relevant for Kenya, where creative sectors are closely linked with tourism. By strengthening local platforms for streaming and licensing, Kenya can ensure that revenue stays within the continent, further enriching its tourism and creative industries.

AfCFTA’s Trade in Services Protocol: A Game-Changer for Kenya

The AfCFTA’s Trade in Services protocol, which offers unprecedented access to a continental market of 1.3 billion people, is expected to be a game-changer for Kenya’s creative industries. As one of Africa’s most dynamic economies, Kenya stands to benefit immensely from the protocol, allowing its filmmakers, fashion designers, and musicians to expand their reach and engage with audiences across Africa and beyond.

In his keynote address, AfCFTA Secretary-General H.E. Wamkele Mene stressed the importance of this protocol in scaling Africa’s creative sectors. “A unified African market is essential for scaling creatives,” he noted, highlighting the opportunities for Kenya’s artists to collaborate regionally and gain access to a larger consumer base. The platform will also facilitate cross-border trade, intellectual property protections, and digital trade, all of which are critical for the growth of the creative industries.

The Intersection of Creative Industries and Tourism: A Path to Economic Growth

The forum underscored the vital link between the creative industries and tourism, with both sectors acting as intertwined economic drivers. As Africa strengthens its creative economy, countries like Kenya are well-positioned to use their cultural assets to attract investment and expand export opportunities. The integration of film, music, and fashion into tourism promotions can enhance Africa’s global soft power, attracting tourists interested in cultural experiences and authentic local products.

Olayiwola Awakan, Director General of Nigeria’s Tourism Development Authority, emphasized that overcoming visa restrictions across Africa is crucial to unlocking the full potential of tourism and creative collaborations. For Kenya, removing such barriers would allow for easier movement of artists, creatives, and tourists, further boosting cross-border tourism and facilitating the flow of cultural exchange.

Kenya’s Young Creatives: Embracing Digital Tools for Global Success

For Kenya’s young creatives, embracing digital tools such as AI, understanding intellectual property rights, and positioning their work for regional distribution were identified as key areas for immediate action. With the AfCFTA framework offering new opportunities for expansion, young Kenyans can now structure their work for broader distribution, allowing them to tap into the continental market from the outset.

By leveraging technology, Kenya’s creative industry is positioned to become a powerhouse that not only drives local economic growth but also helps elevate the country’s tourism sector. As more tourists flock to Kenya to experience its rich culture, stunning landscapes, and vibrant creative scenes, the country is set to strengthen its position as a global tourism and cultural hub.

A Bright Future for Kenya’s Tourism and Creative Industries

Film, music, and fashion in Kenya are set to integrate and undergo a tourism and creative revolution with the continent-wide AfCFTA framework. The digital tourism and creative industries will flourish with Kenya’s cross-border collaboration and digital tools, and cultural asset protection. These tools and protections will suppose a thriving tourism and creative industry in the coming decades. These industries and tourism will place the country in a competitive position, attracting investors and travelers.