Kenya has launched a powerful new tourism manifesto that repositions the nation as “The Origin of wonder”
The announcement, made during this year’s Jamhuri Day celebrations by Tourism and Wildlife Cabinet Secretary Rebecca Miano, introduces a refreshed national narrative one that places Kenya not just among top global destinations, but at the very beginning of humanity’s story.
“Today, we reintroduce Kenya to the world because it is time the world sees a fuller, richer Kenya. Our mandate is clear: to reposition Kenya as a world-class, year-round destination that reflects who we truly are,” Miano said.
“In Kenya, visitors feel something deeper a warmth, a clarity, a sense of being grounded. There is one word for that feeling: wonder a feeling that stays with you. Kenya doesn’t just offer wonder. Kenya is where wonder begins. This is our new national story, carried in a simple but powerful idea: Magical Kenya. The Origin of Wonder,” she said.
The rebranding initiative is led by a national taskforce appointed to reshape Kenya’s global tourism presence.
Chaired by business leader Mary-Ann Musangi, the taskforce brings together creatives, marketers, and industry experts to craft a forward-looking identity that reflects Kenya’s cultural richness, natural diversity, and emotional appeal.
Their mandate includes strengthening Kenya’s competitive position, attracting younger global audiences, and promoting untapped tourism segments such as culture, adventure, gastronomy, and community-driven experiences.
“Before the world had maps, there was Kenya.” This statement in the manifesto positions the nation as a land where time feels ancient, the earth pulses with life, and the wind carries whispers of the world’s earliest inhabitants.
The manifesto’s launch followed a comprehensive Jamhuri Tourism Week themed Tourism, Wildlife and MICE.
During a sector roundtable with President William Ruto, CS Miano and industry leaders reviewed recent progress and discussed ways to expand tourism offerings while strengthening conservation efforts and event-driven economic opportunities.
“Kenya has made remarkably tremendous strides in the tourism, conservation, and MICE sectors in recent years, as reflected in this year’s Jamhuri theme,” she said.
The week also saw the launch of an innovative travel passport and guide aimed at boosting tourist numbers and deepening engagement with Kenya’s attractions.
Dubbed the Magical Kenya Souvenir Passport, it allows travellers to document their journeys through destination stamps mirroring a traditional passport while guiding them through Kenya’s diverse tourism circuits.
Its rollout comes at a time when tourism indicators continue to rise. According to the latest Kenya National Bureau of Statistics (KNBS) data, international arrivals grew by 14.7 per cent to 2.39 million in 2024, while hotel bed-night occupancy rose by 18.9 per cent to over 10.2 million signalling a strong rebound supported by improved marketing, high-profile events, and a vibrant domestic tourism market.
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