Kenya has introduced a new global tourism campaign titled ‘Experience Wonder’, aimed at strengthening its international tourism profile and attracting a new generation of travellers. The campaign was officially unveiled at ITB Berlin 2026, one of the world’s largest travel trade events, and forms part of the broader destination branding platform “Origin of Wonder.”
The initiative highlights the diverse experiences that define Kenya’s tourism landscape, including its iconic wildlife safaris, pristine coastal beaches, vibrant cultural heritage, and adventure tourism opportunities. By showcasing these elements, the campaign seeks to position Kenya as a destination that offers more than scenic beauty-one that delivers meaningful travel experiences rooted in discovery and connection.
‘Experience Wonder’ also reflects changing global travel trends. Increasingly, travellers-particularly Millennials and Gen Z-are seeking immersive and sustainable travel experiences that go beyond traditional sightseeing. Kenya’s campaign responds to this shift by promoting experiences that combine nature, culture, conservation, and adventure.
Speaking at the launch, John Ololtuaa, Principal Secretary for Tourism, said the initiative aims to refresh Kenya’s global tourism image amid growing international competition. He described Kenya as “the birthplace of humanity and home to some of the world’s most iconic wildlife spectacles,” emphasising that the campaign represents a deeper emotional connection between travellers and the destination.
To enhance visitor engagement, the campaign introduces digital initiatives such as the Magical Kenya Souvenir Passport, encouraging travellers to explore multiple destinations across the country. Kenya is also investing in tourism infrastructure, expanding air connectivity, and simplifying travel entry through the Electronic Travel Authorisation system.
With international arrivals reaching 2.39 million in 2024, Kenya is targeting five million visitors by 2027, positioning tourism as a key driver of economic growth and global cultural exchange.
