The Taskforce on Rebranding Kenya Through Tourism
The Taskforce on Rebranding Kenya Through Tourism was established to guide a renewed national approach to how Kenya is positioned, experienced, and trusted as a destination and global partner.
Tourism remains one of Kenya’s most visible interfaces with the world. It shapes international perception, drives enterprise growth, creates employment, and reflects the quality of public services, infrastructure, and citizen engagement. As global travel patterns evolve and competition intensifies, Kenya’s brand must move beyond promotion to reflect lived experience, service excellence, innovation, and confidence.
The Taskforce is mandated to review Kenya’s current tourism brand, assess gaps between perception and reality, and propose a clear, contemporary positioning that aligns with national development priorities. This includes strengthening coherence across government, industry, communities, and institutions whose actions collectively shape visitor experience and national reputation.
A core principle of the Taskforce is inclusive consultation. Input is being sought from tourism businesses, government institutions, counties, educational institutions, youth, citizens, diplomats, and visitors. These insights will inform evidence-based recommendations on branding, policy alignment, enterprise support, skills development, and engagement mechanisms.
The Taskforce operates within a defined timeframe and governance structure and will submit its recommendations to the Ministry of Tourism and Wildlife for consideration and implementation.
This platform supports that mandate by enabling structured, transparent participation from all stakeholders.