Ministry of Tourism and Wildlife has rebranded the country’s destination identity drastically and unveiled Magical Kenya as “The Origin of Wonder”. The repositioning is part of the government’s efforts to transform Kenya into a world, class, all, year, round tourism and investment destination.
The rebranding was revealed after a working session between the Ministry and the Council of Governors, comprising County Executive Committee (CEC) Members responsible for tourism from the counties, and the Brand Repositioning Taskforce.
The two, day meeting aimed to bring the national and county governments together to change the tourism narrative of Kenya and at the same time, strengthen the individual county brands.
Tourism and Wildlife Cabinet Secretary Rebecca Miano, who was speaking in Naivasha, indicated that the new strategy mainly focuses on cooperating with county governments to fully utilize the different potentials of Kenya’s regions.
“Working together with counties, we are establishing a co, creation process that enables all regions to showcase their unique heritage and undiscovered treasures. We are expanding our offerings beyond just safari and beach, Miano said.
She explained that the Ministry is carrying out a comprehensive tourism mapping exercise to gather information that will assist counties in the accurate marketing of their tourist spots.
“Our brand must be the voice of the future. Through digital storytelling and eco, entrepreneurship, we are creating new job opportunities mainly for the youth in Kenya’s travel industry.” said Miano.
The renarrated Magical Kenya, The Origin of Wonder story seeks to evoke patriotism in Kenyans and at the same time setting the country as a live and happening destination for tourists and investors from all over the world.
Focusing on culture, heritage, innovation, and sustainability, the Ministry intends to develop more tourism products and hence, tourism growth that is more equitable.
“Kenya is a wonder, and indeed the world should come and experience The Origin of Wonder, said Miano.”
