Kenya Moves to Reposition ‘Magical Kenya’ Tourism Brand

Tourism Cabinet Secretary Rebecca Miano, EGH, has announced plans to reposition the Magical Kenya tourism brand to align it with changing global travel trends and the expectations of a new generation of travellers.

Speaking during a consultative meeting held on Wednesday with representatives from the Council of Governors, County Executive Committee members in charge of tourism, and the Tourism Brand Repositioning Taskforce, the CS said the sector is undergoing a strategic shift aimed at enhancing competitiveness and relevance.

CS. Miano noted that while the Magical Kenya brand has served the country for over a decade, evolving consumer preferences—particularly among tech-savvy, experience-driven travellers—necessitate a refreshed approach that emphasizes authenticity, adventure, and immersive experiences.

“The global traveller is changing, and our brand must evolve to reflect innovation, digital readiness, inclusivity, and youth participation,” she said.

According to the CS, the Tourism Brand Repositioning Taskforce is working to modernise the brand to better appeal to younger audiences and leverage digital platforms. She highlighted the role of young Kenyans as storytellers, content creators, and entrepreneurs who will shape the future of the country’s tourism narrative.

CS. Miano emphasized that tourism is a shared function between the national and county governments, noting that close collaboration is essential to unlocking the sector’s full potential and ensuring balanced regional development.

As part of the repositioning effort, the Ministry is undertaking a national mapping of tourism products and experiences, with 24 counties across the Coastal and Rift tourism circuits already mapped. The exercise aims to diversify tourism offerings beyond traditional attractions and promote lesser-known destinations.

The CS reiterated the government’s targets of attracting at least 5.5 million international visitors and generating KSh 1.1 trillion in tourism earnings by 2028, positioning tourism as a key driver of economic growth, employment, and youth empowerment.

Kenya’s tourism sector is a major contributor to the economy, supporting millions of livelihoods directly and indirectly, and the rebranding effort is expected to strengthen the country’s position as a leading global destination.