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 Kenyans to experience destinations beyond predominantly visual storytelling.

The partners said the campaign will be delivered through a five-day excursion across Kenya’s Eastern and Coastal regions, involving six creators—J-Supercharge, Denno Music, Sammy Brayo, Nancy Cosy, Chelah Richards and Delvin Obara—who will document their travel experiences and highlight practical considerations for travellers with disabilities.

The campaign’s organisers said the trip is designed to “challenge perceptions about disability and tourism,” while encouraging tourism sector players to adopt more accessible approaches across accommodation, attractions, transport and tour operations.

Inclusive tourism is increasingly being positioned as both a social and economic issue for the sector, which remains a major contributor to Kenya’s GDP and employment. According to the World Travel & Tourism Council’s (WTTC) 2026 Economic Impact Research, travel and tourism contributed US$12.7 billion (about KES 1.64 trillion) to Kenya’s economy in 2025, equivalent to 9.3% of national GDP, and supported 1.8 million jobs.

Speaking at the launch, Rosalind Gichuru, KCB Group Director, Marketing & Communication, said the campaign links to the bank’s broader positioning around shared value and customer experience in travel and payments.

“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 in the press release.

Gichuru added that KCB will use the campaign to demonstrate its digital payments offering during travel. “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… with an objective of reducing unnecessary friction when making payments,” she said.

RUBiS Energy Kenya will support the travelling team through its service-station network along the route. The company is covering fuel costs for the trip and providing Enjoy Shop vouchers for items such as snacks and refreshments, according to the statement.

KTB said it has facilitated destination access and coordination, including working with the Kenya Wildlife Service to secure complimentary entry to Malindi Marine National Park. KTB also connected the team with Accessible Travel Kenya, which designed the itinerary based on the group’s accessibility needs and will provide transport to the Coast.

In addition, the partners said the team will receive complimentary access to Haller Park “courtesy of Bamburi Cement,” expanding the list of sites featured during the trip.

June Chepkemei, KTB Chief Executive Officer, said the initiative is intended to push the industry to examine accessibility as part of the visitor experience and destination competitiveness.

“As the Kenya Tourism Board, we believe that our destination must be accessible, welcoming and enjoyable to all visitors… That story must include every person, regardless of age or ability,” Chepkemei said.

She added: “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… How can we make it easier for every visitor to explore, participate and feel welcome?”

For Kenya’s tourism and hospitality businesses, the campaign signals growing attention on accessibility as a market consideration—potentially influencing investment in infrastructure, service design and staff training, particularly for attractions and accommodation providers seeking to diversify domestic and regional visitor segments.

The partners said the creators will share content through social channels and media storytelling across the journey. KTB will support destination marketing and media engagement during the trip, with future updates expected as the itinerary progresses.