KCB, RUBiS Energy & Kenya Tourism Board launch “Kenya Beyond Sight” Campaign in Efforts to Advance Inclusive Tourism

Kenyans are being encouraged to explore Kenya differently while shining a spotlight on unique tourist destinations, cultures, and experiences that may often be overlooked.

Through a new campaign, “Kenya Beyond Sight,” KCB Bank, in partnership with RUBiS Energy Kenya and the Kenya Tourism Board (KTB), has onboarded a group of six Creators: J-Supercharge, Denno Music, Sammy Brayo, Nancy Cosy, Chelah Richards and Delvin Obara to challenge perceptions about disability and tourism, while inspiring more inclusive and accessible approaches to travel across the country.

The five-day excursion will see them traverse Eastern and Coastal regions, representing a shift in destination storytelling beyond a predominantly visual experience towards a multi-sensory approach. The initiative will use the creators’ perspectives to demonstrate how these dimensions can open up a richer and more understanding of Destination Kenya.

Speaking during the launch, KCB Group Director, Marketing & Communication, Rosalind Gichuru said: “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.”

She added: “At the same time, we are using the opportunity to showcase KCB’s seamless digital payment solutions through our Debit and Prepaid Cards, which will be instrumental in supporting the Creators to make cashless transactions to cater for accommodation, transport, dining and entry into attraction sites to reduce unnecessary friction when making payments.”

The journey will also demonstrate the importance of collaboration across the tourism ecosystem, with RUBiS Energy Kenya supporting the traveling team through its network of service stations along the route. As part of its support, RUBiS Energy Kenya is covering the cost of fuel for the journey and providing Enjoy Shop vouchers for travelers to purchase snacks, refreshments and other essentials, creating convenient points to refuel, refresh and recharge along the route.

Kenya Tourism Board has played a key role in facilitating the journey, including liaising with the Kenya Wildlife Service to secure complimentary access to Malindi Marine National Park and connecting the team with Accessible Travel Kenya, which designed the itinerary around the group’s travel and accessibility needs and will provide transport for the team to the Coast.

KTB will also support destination marketing, storytelling and media engagement throughout the journey. The team will also receive complimentary access to Haller Park courtesy of Bamburi Cement, adding another destination experience to the journey.

Speaking on the campaign, KTB CEO June Chepkemei said: “As the Kenya Tourism Board, we believe that our destination must be accessible, welcoming and enjoyable to all visitors. Kenya’s tourism story is one of extraordinary landscapes, diverse cultures, warm hospitality and unforgettable experiences. That story must include every person, regardless of age or ability.”

“This campaign allows us not only to showcase the attractions of the Kenyan coast, but also to encourage the tourism industry to think more deeply about accessibility. It challenges accommodation providers, attractions, transport operators, tour companies and other stakeholders to ask an important question: How can we make it easier for every visitor to explore, participate and feel welcome?” She added.

Through their social channels and media storytelling, the creators will document their experiences across the journey and highlight both the possibilities and the practical considerations of travelling with disabilities.

The initiative reflects KCB’s commitment to shared value and to 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. By promoting inclusive tourism, the initiative seeks to support tourism-led economic activity, job creation and opportunities across the tourism value chain while demonstrating the role of partnerships in creating shared development outcomes.

Tourism is a significant contributor to Kenya’s economy. According to the World Travel & Tourism Council’s 2026 Economic Impact Research, Travel & Tourism contributed US$12.7 billion to Kenya’s economy in 2025, equivalent to 9.3% of national GDP, and supported 1.8 million jobs. As the sector continues to grow, ensuring that its experiences and opportunities are accessible to more people is an important part of creating inclusive growth.

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