You can enable geolocation (https://docs.kentico.com/k82/on-line-marketing-features/contact-management/working-with-contacts/using-geolocation-for-contacts) then reference the contact's location in a personalization variant: https://docs.kentico.com/k82/on-line-marketing-features/content-personalization/setting-display-conditions-for-personalization-variants.
Note that the contact's location is only set on the first visit, so if you want to update it every time they access the site, you would need to do it manually using the geolocation API.