KCB Bank Kenya, RUBiS Energy Kenya and the Kenya Tourism Board (KTB) have launched a new campaign, “Kenya Beyond Sight,” aimed at promoting inclusive tourism and encouraging the industry to improve accessibility for travellers with disabilities.

In a press release dated September 17, 2026, the partners said the initiative will be delivered through a five-day excursion across Kenya’s Eastern and Coastal regions, documented by six creators: J-Supercharge, Denno Music, Sammy Brayo, Nancy Cosy, Chelah Richards and Delvin Obara. The campaign seeks to shift destination storytelling “beyond a predominantly visual experience” toward a multi-sensory approach, according to the release.

The initiative brings together financial services, fuel retail and destination marketing organisations at a time when tourism remains a key pillar of Kenya’s economy. The partners are positioning accessibility as both a social inclusion issue and a sector-wide operational consideration for accommodation providers, attractions, transport operators and tour companies.

Rosalind Gichuru, KCB Group Director, Marketing & Communication, said the campaign aligns with the bank’s brand purpose while challenging the sector to widen participation. “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,” Ms Gichuru said.

KCB said it will also use the campaign to demonstrate cashless payments during the trip. “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 with an objective of reducing unnecessary friction when making payments,” Ms Gichuru added.

RUBiS Energy Kenya will support the travelling team through its service-station network and will cover fuel costs for the journey, the release said. The company will also provide Enjoy Shop vouchers for snacks, refreshments and other essentials.

KTB said it facilitated elements of the itinerary and stakeholder coordination. According to the statement, KTB liaised with the Kenya Wildlife Service to secure complimentary access to Malindi Marine National Park and connected the group with Accessible Travel Kenya, which designed the itinerary around the team’s accessibility needs and will provide transport to the Coast. The group will also receive complimentary access to Haller Park, courtesy of Bamburi Cement, the release said. KTB will support destination marketing, storytelling and media engagement throughout the journey.

KTB Chief Executive Officer June Chepkemei said the campaign is intended to mainstream accessibility in how Kenya sells and delivers tourism experiences. “As the Kenya Tourism Board, we believe that our destination must be accessible, welcoming and enjoyable to all visitors,” Ms Chepkemei said. “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,” she added.

The campaign comes as industry players push for growth while responding to shifting traveller expectations around inclusivity. According to the World Travel & Tourism Council’s 2026 Economic Impact Research cited in the press release, travel and tourism contributed US$12.7 billion (about KES 1.64 trillion) to Kenya’s economy in 2025—equivalent to 9.3% of GDP—and supported 1.8 million jobs.

For the Kenyan market, the initiative signals increasing collaboration between corporates and tourism institutions to influence standards and practices, including accessible infrastructure, customer service and transport planning. It also highlights the role of digital payments and service-station networks in supporting domestic travel routes beyond major hubs.

The partners said the creators will use social channels and media storytelling to document “both the possibilities and the practical considerations” of travelling with disabilities. The next milestone will be the completion of the five-day route and publication of the trip content across platforms, alongside ongoing stakeholder engagement led by KTB, according to the release.