GAZETTE NOTICE NO. 11226

WHEREAS, travel and tourism is a key pillar of Kenya’s economy, contributing significantly to GDP, employment, foreign exchange earnings and community development; WHEREAS, in 2001, the Government launched the ‘Magical Kenya’ brand and ‘Magical Kenya Destination’ theme to promote Kenya as a leading global tourism destination; WHEREAS, the Government recognizes the need for a robust and inclusive rebranding strategy that reflects Kenya’s diversity, innovation, sustainability and youthful potential; NOW THEREFORE, having considered the tourism sector potential and the challenges encountered do note as follows: I. THAT, the tourism sector offers significant opportunities for youth employment and entrepreneurship, with the private sector playing a crucial role in driving innovation, skill development, and job creation within this industry, particularly in areas like digital tourism and sustainable travel. II. THAT, Travel and Tourism not only employs a higher share of youth workers than the overall economy of the countries, but also employs more young people than any other economic sector III. THAT, Kenya’s tourism sector is projected to reach a record KSh. 1.2 trillion in revenue in 2025, a 24%increase compared to pre-pandemic levels in 2019. This surge is expected to contribute over 7% to the country’s GDP and support 1.7 million jobs, maintaining over 8% of total national employment, representing nearly one in every 12 jobs in the country. IV. THAT, there is emergence of new tourism trends that include tech savvy and digital youth populace, sustainability trends like eco- tourism and responsible travel create new avenues for youth employment, particularly in conservation and community-based tourism. V. THAT, the sector is targeting 3 million international tourist arrivals in 2025, and 5 million by 2027, demonstrating strong growth in both domestic and international tourism. VI. THAT, the ‘Magical Kenya ‘brand has encountered various image challenges that limit its global appeal and competitiveness due to demographic shifts, youthful tourist populace, new market demands and evolving tourism trends among others. VII. THAT, the government should employ strategic effort of changing how the destination is perceived and marketed, adjusting the destination’s image and offerings to align with current tourism trends. VIII. THAT, the government should provide a strong emphasis on fostering youth entrepreneurship and innovation in sustainable tourism through projects and initiatives, particularly in regions with high youth unemployment. IT IS therefore notified for the general information of the public that the Cabinet Secretary, Ministry of Tourism and Wildlife has constituted a Taskforce to oversee the strategic rebranding of Kenya's tourism sector, positioning the country as a world-class, inclusive, and youth-driven tourism destination in partnership with private sector, development partners , industry players, and relevant government agencies and actors. The rebrand will also contribute to strengthening the national brand identity, building pride, investment confidence, and global partnerships. The taskforce shall comprise of: Maryanne Musangi – Chairperson, Monali Shah – Vice-Chairperson, Members: John Musau, 5562 5562 Isabelle Rostom, Carolyne Kendi, Zizwe Awour, June Chepkemei, Simaloi Dajom, Nelly Wainaina, Maurice Juma, Timothy Birir, Serah Katusia, Rosalind Gichuru, Fakii Liwali, Mike Njogu, Yvonne Ogwang, John Waigi, Yvonne Tharao, Mohammed Hersi, Stephen Kinyanjui, Harrison Pemba Taga, Joint Secretaries: Grace Wangui Kamau, Fatuma Huka. The Terms of reference for the taskforce shall be to: (a) Rebrand and reposition the Magical Kenya destination theme and brand. (b) Conduct a comprehensive assessment of Kenya’s current tourism brand identity, assets and global perception. (c) Benchmark international best practices on country tourism branding and country image repositioning. (d) Develop a National Tourism brand strategy that aligns with Kenya’s long-term development goals including Vision 2030, Bottom-Up Economic Transformation Agenda among others (e) Promote youth and women participation in tourism marketing, innovation, and entrepreneurship. (f) Engage stakeholders across the public and private sectors, counties and communities. (g) Integrate technology and digital media into Kenya’s rebranding strategy. (h) Identify priority markets, both traditional and new markets and tailored messaging. (i) Develop a monitoring framework for the national tourism brand. (j) Present actionable recommendations for institutionalizing, financing and roll out of the new brand. In fulfillment of its mandate, the taskforce shall: (a) Form sub-committees as necessary to support its functions. (b) Co-opt any person(s) deemed necessary or expedient for the effective discharge of its mandate. (c) Report to the Cabinet Secretary for Tourism and Wildlife. The tenure of the taskforce shall be twelve (12) months or such longer period as may, by notice in the Gazette be extended. The Taskforce shall submit a report with actionable recommendations and an implementation roadmap to the appointing authority, within twelve (12) months from the date of this Gazette Notice. The Ministry of Tourism and Wildlife, with support from the National Treasury and development partners, shall provide financial and logistical support. Technical assistance shall be provided by the State Department for Tourism, Kenya Tourism Board and affiliated State Agencies. Dated the 8th August, 2025. REBECCA MIANO, Cabinet Secretary, Ministry of Tourism and Wildlife.