KCB, RUBiS and KTB launch coastal journey to challenge how Kenya markets travel

KCB Bank Kenya has joined RUBiS Energy Kenya and the Kenya Tourism Board to launch Kenya Beyond Sight, a campaign that sends six content creators through the country’s eastern and coastal regions on a journey designed around touch, sound and taste rather than sight alone.

The five day trip is meant to push the tourism industry to think past postcard imagery and consider travellers who experience destinations differently, including people with visual impairments. Six creators are taking part: J Supercharge, Denno Music, Sammy Brayo, Nancy Cosy, Chelah Richards and Delvin Obara.

Why the three partners got involved

Each partner is covering a distinct part of the trip. KCB is funding travel through its debit and prepaid cards, letting the group pay cashlessly for accommodation, transport, meals and entry fees. RUBiS Energy Kenya is covering fuel for the route and handing out Enjoy Shop vouchers so the team can stop, refresh and recharge at its stations along the way. The Kenya Tourism Board arranged the logistics behind the scenes, working with the Kenya Wildlife Service to secure free entry to Malindi Marine National Park and linking the group with Accessible Travel Kenya, which built the itinerary around the creators’ access needs and is providing transport to the coast. Bamburi Cement is contributing free access to Haller Park as an additional stop.

What the partners are saying

KCB Group’s director of marketing and communication, Rosalind Gichuru, said the campaign puts the bank’s brand purpose into practice.

“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 be further amplified,” Rosalind Gichuru, Director, Marketing and Communication, KCB Group.

Gichuru added that the campaign doubles as a showcase for KCB’s digital payment tools, which the bank wants travellers to see as a way to cut friction at hotels, restaurants and attraction gates.

Kenya Tourism Board chief executive June Chepkemei frames the campaign as a challenge to the wider industry.

 “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,” June Chepkemei, Chief Executive Officer, Kenya Tourism Board.

Chepkemei said the trip should push accommodation providers, attractions, transport operators and tour companies to ask how they can make travel easier for every visitor, not only those without disabilities.

Why tourism accessibility matters to Kenya’s economy

The push for inclusive travel comes as tourism cements its place as one of Kenya’s largest economic engines. Figures from the World Travel and Tourism Council’s 2026 Economic Impact Research show the scale of the sector.

KCB frames the campaign as an extension of its sustainability commitments, tying it to United Nations Sustainable Development Goal 8 on decent work and economic growth, Goal 10 on reduced inequalities and Goal 17 on partnerships.

How the creators will tell the story

The six creators will document the journey on their own social channels as it happens, covering both the highlights of the coast and the practical hurdles that travellers with disabilities face on Kenyan roads, in hotels and at attractions. The Kenya Tourism Board will back that content with its own destination marketing and media outreach under its Magical Kenya brand.

KCB says the route and the resulting content is meant to outlast the five days on the road, giving hotels, tour operators and attraction sites a working example of what an accessible visitor journey looks like in practice, from booking and payment through to the physical experience of a site.