Published on
August 18, 2025
Kenya’s Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, has brought on board a team of veteran Chief Marketing Officers to oversee the rebranding of the nation’s tourism industry. The new taskforce will be responsible for overhauling the ‘Magical Kenya’ brand, establishing Kenya as a global-class and youth-oriented destination based on the framework of innovation, sustainability, and technology in its Kenya Tourism marketing campaign.
This drastic step is taken at a time when Kenya’s tourism industry seeks to broaden its international attraction, and the rebranding of tourism will be a major pillar in pushing future growth in the sector.
New Taskforce Led by Industry Leaders
The newly established 23-member taskforce will be led by Mary-Ann Musangi, Managing Director of HACO Industries, with Monali Shah serving as the vice-chair. The team also includes key figures from the Kenya Tourism Board (KTB), including June Chepkemei, alongside other prominent industry players such as Mohammed Hersi (hotelier), Fakii Liwali (creative), Simaloi Dajom (NMG Head of Broadcasting), and Serah Katusya (CEO of Belva Digital).
The taskforce will focus on creating a comprehensive strategy for promoting Kenya’s tourism that is aligned with the national development blueprints, such as Vision 2030 and the Bottom-Up Economic Transformation Agenda. The collaboration of these professionals will drive the country towards becoming a modern, sustainable tourism destination that speaks to both local and international visitors.
Goals of the Tourism Taskforce: A Vision for 2025 and Beyond
In her statement, Cabinet Secretary Rebecca Miano emphasized that the taskforce’s primary goal is to assess Kenya’s current tourism perception globally, benchmarking against other leading tourist destinations. Their mission is to craft a new branding strategy that will reflect the changing dynamics of tourism, particularly focusing on the youth market, which is pivotal in the era of digital tourism.
By focusing on tech-savvy marketing, sustainability, and innovative approaches, the new strategy aims to bring forward a tourism experience that resonates with today’s travelers. The taskforce is expected to submit a comprehensive report with actionable recommendations by mid-2026, alongside an implementation roadmap for the country’s tourism sector.
Magical Kenya: A New Focus on Innovation and Tech-Driven Tourism
The newly revamped strategy will blend traditional charm with modern innovation. Kenya’s tourism sector will see a shift toward tech-driven marketing methods, using digital platforms and online campaigns to target young tourists globally. This shift is designed to integrate the growing trends in digital tourism, which include virtual tour experiences, interactive social media engagement, and real-time booking services.
Moreover, sustainability will remain a core focus in Kenya’s tourism model, aligning with the global push toward eco-tourism and responsible travel. The taskforce will work to promote environmentally friendly tourism practices and explore opportunities to develop sustainable tourism infrastructures, such as eco-lodges and green hotels.
Tourism Growth and Economic Development
Kenya’s tourism sector is already seeing significant growth, with an estimated increase of 4.9 million visitors in 2023, compared to 3.8 million in 2022. The country aims to increase the number of visitors to 7.5 million by 2026, and tourism officials believe that the rebranding effort will play a crucial role in achieving this goal.
Not only does tourism contribute significantly to Kenya’s GDP, but it also drives job creation, benefiting local communities. By attracting international visitors through a mix of modern amenities, traditional experiences, and green initiatives, Kenya is set to solidify its position as a top-tier travel destination in Africa.
The Importance of Sustainable Tourism and Cultural Heritage
While tourism growth is vital to the economy, sustainable practices are essential to ensure that the country’s natural resources and cultural heritage are preserved for future generations. The “Magical Kenya” initiative will focus on balancing economic development with environmental sustainability, ensuring that the tourism industry contributes to the nation’s social well-being while protecting the natural beauty of Kenya’s landscapes, such as the Savannah, mountains, and coastal areas.
A Call for Collaboration: Public and Private Sector Synergy
For the vision to be successful, cooperation among the government, private industry, and tourism operators will be fundamental. The taskforce also highlighted the critical role of public-private partnerships to establish a cohesive, well-coordinated tourism plan. Tourism operators, hoteliers, transporters, and local governments all have to be actively involved in augmenting the overall visitor experience and facilitating the growth of the industry.
