Kenya launches ‘Experience Wonder’ global campaign
Kenya has launched its ‘Experience Wonder’ global tourism campaign at ITB Berlin 2026, aiming to attract more international visitors and strengthen its position as a leading destination. Led by the Kenya Tourism Board under the Magical Kenya brand and anchored to the ‘Origin of Wonder’ theme, the push showcases wildlife, culture, adventure and coastal experiences to meet evolving demand and engage younger travellers. Tourism Principal Secretary John Ololtuaa said the initiative refreshes Kenya’s tourism identity amid intensifying global competition.
The strategy will be amplified through digital tools, including a Magical Kenya Souvenir Passport, and supported by expanded air connectivity, streamlined entry via the Electronic Travel Authorization system and infrastructure investment, with a government target of five million arrivals by 2027. Officials reported that 2024 international arrivals rose 14.7 per cent to 2.39 million and inbound earnings increased 19.8 per cent to Sh452.2 billion, with the United States the largest source market and Europe accounting for 28.1 per cent of visitors. KTB CEO June Chepkemei said partnerships with tour operators, airlines and hospitality players will help sustain momentum.
Source: The Star