‘We did not pay IShowSpeed but facilitated his transport’: Kenya Tourism Board

In an interview with Nation, KTB’s chief executive officer, June Chepkemei, said Kenya positioned itself to appeal to Gen Z tourists through IShowSpeed.

Read: Why IShowSpeed’s Kenya visit took over the internet and streets in Nairobi

“His itinerary remained confidential, and at one point, he inadvertently boarded the wrong matatu. Security was tight, coordinated directly by the police commandant and the DIG,” Ms Chepkemei said. “We worked closely with various partners and local law enforcement to create what I call ‘invisible flexibility’, which is ideally security protocols that could adapt to his unpredictable streaming style while keeping everyone safe.”

Regarding whether the YouTuber was paid, she said: “He earns from streaming, and for this tour we did not pay him any fees beyond covering the costs of his travel and activities within the country.”

Kenya was one of the 20 African countries that IShowSpeed visited as part of his “Speed Does Africa 2026” tour that ended on January 27, having begun in late December. He also visited Algeria, Angola, Benin, Botswana, Egypt, Eswatini, Rwanda, Senegal, South Africa, Morocco, among other countries.

“When we confirmed Kenya was officially on his itinerary, we had a very short period to plan for everything. The opportunity demanded almost crisis-level mobilisation and assembling our teams within a very thin timeframe. The biggest internal debate we had was about authenticity versus curation. Speed’s audience is incredibly sophisticated and can detect inauthentic content instantly,” said the KTB boss.

Read: Youth have numbers, but power needs architecture

“So, in collaboration with his team, a decision was made to have him experience the real Kenya from our local markets, innovative urban spaces and our warm, welcoming people interacting naturally, not performing for cameras,” she added.

“Security planning was the trickiest aspect. We knew there would be massive crowds coming out to see and interact with IShowSpeed. But we also understood that it had to be measured so as not to kill the spontaneous energy that makes his content so appealing to millions of viewers.”

While they expected many Kenyans to show up to see the streamer, Ms Chepkemei admitted that those who came out shocked them.

“The scale of public enthusiasm exceeded even our most optimistic projections. We anticipated significant interest, especially among young Kenyans who resonate with his content, but the sheer volume of people who turned out at every location was extraordinary,” she said.

“The way ordinary Kenyans became natural ambassadors for the country – sharing their culture, showing him around matatus as well as engaging with him at markets – created more authentic marketing content than any scripted campaign could have achieved. We were particularly pleased that despite massive crowds, the interactions remained positive and safe throughout his visit, reinforcing Kenya's reputation as a welcoming destination,” Ms Chepkemei added.

Asked about the impact of IShowSpeed’s visit, Ms Chepkemei noted that even the steadiness of his stream was a selling point for Kenya as a country with reliable internet connectivity. Potential international investors and technology companies considering Kenyan entry, she said, might be drawn by that.

Read: Of IShowSpeed and storytelling in the age of content creation

“The visit successfully repositioned Kenya from a traditional ‘safari and beaches’ destination to a dynamic, modern country that offers diverse experiences including urban culture, innovation, and authentic contemporary African life,” said Ms Chepkemei.

“We successfully expanded our target market to include Generation Z and millennial travellers who consume travel content primarily through social media rather than traditional marketing channels. This demographic shift is crucial for Kenya's long-term tourism sustainability as these younger travellers represent the future of global tourism,” she added.

She explained that the places visited by IShowSpeed were chosen to “demonstrate our contemporary development and architectural achievements”.

“The helicopter tour over Nairobi was crucial for showing our impressive skyline and infrastructure development to counter outdated perceptions about African cities. Simultaneously, places like Kenyatta Market and interactions with our vibrant matatu culture were essential for showing real Kenyan life. Upper Hill School was included to demonstrate our education sector and how naturally our youth engage with all personalities. The Nairobi National Park visit ensured our world-renowned wildlife heritage remained central to the narrative,” Ms Chepkemei explained.

Along his trips, IShowSpeed was on a thrill-seeking mission, taking on various challenges and venturing into interesting spaces – from a traditional massage establishment to a jumping contest with Maasai warriors.

Read: Omanyala: I'm focused on my own speed, not ‘IShowSpeed’

A humorous scene from his Kenya visit was how he seemed to snub Tourism Cabinet Secretary Rebecca Miano as he rushed elsewhere.

“Speed’s natural pace aligned perfectly with his brand and what his audience expects from him. His high-energy, rapid-fire approach is precisely what makes his content engaging for millions of viewers worldwide. If we had tried to slow him down or extend activities artificially, it would have felt forced and inauthentic. Rather than seeing this as a limitation, we adapted our approach to focus on impactful moments rather than extended interactions. Some of the most memorable content came from these brief, authentic exchanges,” said Ms Chepkemei

“We quickly learnt to work with his rhythm, rather than against it.”

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