Kenya has officially launched one of its most ambitious tourism campaigns ever, unveiling the ‘Experience Wonder — Origin of Wonder’ brand at ITB Berlin 2026 with a clear target: five million international arrivals by 2027.
A Bold Repositioning
The Kenya Tourism Board officially unveiled the campaign at ITB Berlin 2026, marking a strategic repositioning of Kenya in the global tourism market transitioning from a wildlife-centric narrative to a broader experience-led proposition that highlights Kenya’s culture, adventure, gastronomy, sports tourism, urban creativity, and natural landscapes.
Kenya Tourism Board CEO June Chepkemei led the launch alongside Tourism Principal Secretary John Ololtuaa and Kenya’s Ambassador to Germany, H.E. Stella Mokaya Orina.
Beyond Wildlife
Tourism Principal Secretary John Ololtuaa said the initiative is designed to refresh Kenya’s tourism identity at a time when global competition for international travellers is intensifying.
The Kenya Tourism Board described it as more than a campaign, calling it:
“an invitation to the world to discover the Origin of Wonder, where nature, wildlife, culture, and human heritage come together in their most authentic form.”
Digital Tools and Infrastructure Backing
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.
The campaign responds to evolving global travel trends including the growing demand for authentic and immersive experiences, sustainable tourism, and digitally-enhanced trip planning.
Kenya’s message to the world at ITB Berlin 2026 is clear: come curious, leave in awe.
