Kenya Unveils Bold Tourism Rebrand to Drive 5.5 Million Visitor Target by 2028

The Government has unveiled plans for an ambitious tourism brand repositioning strategy aimed at attracting 5.5 million international visitors and generating Ksh 1.1 trillion in earnings by 2028.

The announcement followed a high-level engagement session between the Ministry of Tourism and Wildlife and the National Assembly Committee on Tourism and Wildlife, where leaders outlined a renewed vision for the sector’s future.

Tourism remains one of Kenya’s leading economic pillars, supporting millions of livelihoods and projecting the country’s image globally. However, officials acknowledged that meeting the 2028 targets will require more than relying on the country’s traditional strengths.

While Kenya’s iconic safari product — exemplified by the world-famous Maasai Mara National Reserve — continues to draw global admiration, policymakers noted that the modern traveler is increasingly seeking deeper, more immersive experiences. These include authentic cultural connections, year-round travel offerings, culinary exploration, creative industries, and innovation-driven experiences.

At the heart of the new strategy is a brand architecture anchored on the theme “The Origin of Wonder.” The refreshed identity positions Kenya as more than a destination, highlighting its status as the Cradle of Mankind — a nod to globally significant archaeological discoveries at sites such as Koobi Fora.

The strategy also elevates Kenya’s growing global reputation as Africa’s “Silicon Savannah,” powered by innovation hubs including iHub, and celebrates the country as the “Home of Champions,” reflecting its dominance in international athletics.

Officials said the repositioning will empower young Kenyans to serve as storytellers, digital creators, and entrepreneurs who will help shape and share the country’s narrative with global audiences.

Through the Tourism Brand Repositioning Taskforce, the Ministry is engaging all 47 county governments, private sector players, and legislators to ensure broad-based participation and alignment. The collaborative approach is designed to ensure that tourism growth benefits every region while promoting sustainability and long-term sector resilience.

Lawmakers welcomed the consultative engagement, emphasizing the need for supportive policy frameworks, infrastructure development, and conservation efforts to anchor the new strategy.

The government maintains that the initiative represents not merely a rebrand, but a comprehensive reformulation of Kenya’s tourism strategy — one intended to secure the sector’s posterity and unlock its full economic potential.

With the new vision in place, Kenya is preparing to share what it calls “The Origin of Wonder” with the world.