Kenya Tourism Board (KTB) has signed a partnership agreement with global payments company Visa that will provide access to real-time data on traveller spending. The information will be used to refine destination marketing and identify trends in visitor behaviour while the agreement also aims to expand digital payment options at tourism sites.
KTB will have access to Visa’s Government Insights Hub – a data and analytics platform that reveals travel patterns, peak seasons, regional preferences and consumer spending habits.
“We now have a lens into how travellers spend, enabling us to craft finely tuned marketing strategies, pinpoint key source markets and shape tourism products that resonate with diverse visitor segments,” says KTB’s Acting CEO Allan Njoroge.
The agreement, signed on September 8, includes measures to improve payment accessibility at tourist sites, address cross-border payment challenges and reduce revenue losses linked to system disruptions. Visa will also provide capacity-building support to help KTB strengthen its use of digital tools.
Chad Pollock, Country Manager and VP of Visa East Africa, says the partnership is also designed to benefit tourism SMEs and visitors. “We are leveraging local insights to craft tailored, practical solutions while empowering SMEs across the tourism value chain with advanced digital payment tools. Entrenching card payments across travel touchpoints means convenience for visitors and impactful growth for businesses.”
