KCB, RUBiS Energy & Kenya Tourism Board Drive Inclusive Tourism Agenda With New Campaign

Kenyans are being encouraged to experience the country beyond its conventional tourist attractions as a new campaign seeks to promote more inclusive and accessible tourism for people living with disabilities.

The campaign, dubbed “Kenya Beyond Sight,” has been launched by KCB Bank in partnership with RUBiS Energy Kenya and the Kenya Tourism Board (KTB).

The initiative brings together six content creators—J-Supercharge, Denno Music, Sammy Brayo, Nancy Cosy, Chelah Richards and Delvin Obara—to challenge perceptions around disability and tourism while showcasing destinations, cultures and experiences across Kenya.

The creators will embark on a five-day journey through parts of the Eastern and Coastal regions, documenting their experiences through social media and other media platforms.

The campaign seeks to move destination storytelling beyond a predominantly visual experience by highlighting other ways travellers can experience Kenya, including through sound, touch, taste and interaction.

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

“Kenya Beyond Sight is a practical expression of what our brand purpose For People. For Better means. Through it, we are showcasing the best of Kenya, encouraging a more inclusive way of experiencing Kenya and challenging ourselves to think differently about how the tourism sector can further be amplified,” Gichuru said.

She added that the journey would also showcase KCB’s digital payment solutions, including its debit and prepaid cards, which will enable the creators to make cashless payments for accommodation, transport, dining and entry fees at attraction sites.

RUBiS Energy Kenya is supporting the journey through its network of service stations along the route. The company is covering fuel costs for the travelling team and providing Enjoy Shop vouchers to enable participants to purchase snacks, refreshments and other essentials.

The Kenya Tourism Board has also facilitated access to various tourist attractions and supported the development of an itinerary tailored to the group’s accessibility needs.

KTB worked with Kenya Wildlife Service to secure complimentary access to Malindi Marine National Park and connected the team with Accessible Travel Kenya, which designed the itinerary and will provide transport for the group to the Coast.

The team will also receive complimentary access to Haller Park, courtesy of Bamburi Cement.

KTB Chief Executive Officer June Chepkemei said the campaign was an opportunity to encourage the tourism industry to place greater emphasis on accessibility.

She said Kenya’s tourism offering should be accessible and welcoming to visitors regardless of age or ability.

“This campaign gives us an opportunity not only to showcase the attractions of the Kenyan coast, but also to encourage the tourism industry to think more deeply about accessibility,” Chepkemei said.

She challenged hotels, attractions, transport operators, tour companies and other players in the sector to consider how they could make tourism experiences easier to access and enjoy for all visitors.

Throughout the five-day journey, the six creators will use their social media platforms to document their experiences and highlight both the opportunities and practical challenges associated with travelling with disabilities.

The initiative also aligns with KCB’s shared-value agenda and the Sustainable Development Goals, particularly SDG 8 on Decent Work and Economic Growth, SDG 10 on Reduced Inequalities and SDG 17 on Partnerships for the Goals.

According to the World Travel & Tourism Council’s 2026 Economic Impact Research, Kenya’s Travel & Tourism sector contributed US$12.7 billion to the economy in 2025, equivalent to 9.3 per cent of the country’s GDP, while supporting about 1.8 million jobs.

The campaign comes as stakeholders seek to position tourism as a more inclusive source of economic activity, employment and opportunities across Kenya’s tourism value chain.