Rebecca Miano Appoints Taskforce to Rebrand ‘Magical Kenya’, Create Youth Jobs

The Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, has appointed a new task force to oversee the rebranding of Kenya’s tourism sector in a move aimed at boosting youth employment, innovation, and global competitiveness.

In a Gazette Notice dated August 15, 2025, Tourism CS Rebecca Miano stated that the rebranding was needed as the ‘Magical Kenya’ brand has struggled to keep up with changing demographics, new market demands, and emerging trends in tourism.

“WHEREAS travel and tourism are 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,” read part of the statement.

“The Government recognizes the need for a robust and inclusive rebranding strategy that reflects Kenya’s diversity, innovation, sustainability and youthful potential.”

According to the notice, tourism is one of Kenya’s key economic pillars and has been projected to generate Ksh 1.2 trillion in revenue in 2025, a 24 percent increase compared to pre-pandemic levels in 2019.

The sector is also expected to contribute over 7 percent to the country’s GDP and sustain 1.7 million jobs, representing nearly one in every 12 positions in the economy, and accounting for more than 8 percent of total national employment.

Rebecca Miano Appoints Taskforce to Rebrand ‘Magical Kenya’

The task force will be chaired by Maryanne Musangi, with Monali Shah serving as the vice-chairperson. Its membership includes John Musau, Isabelle Rostom, Carolyne Kendi, Zizwe Awour, June Chepkemei, and 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, and Harrison Pemba Taga were also appointed.

The joint secretaries of the taskforce will be Grace Wangui Kamau and Fatuma Huka.

Also Read: What Ruto Should Do to Unlock Kenya’s Immense Tourism Promise

Duration Period and Mandate

The task force has been given twelve (12) months to develop a National Tourism Brand Strategy that aligns with Kenya’s long-term development goals, including Vision 2030 and the Bottom-Up Economic Transformation Agenda (BETA).

Its mandate includes conducting a comprehensive assessment of Kenya’s current tourism brand, benchmarking international best practices, integrating technology and digital media into rebranding, and promoting youth and women’s participation in tourism innovation and entrepreneurship.

The Cabinet Secretary for Tourism and Wildlife will receive the task force’s final report, which will include actionable recommendations and an implementation roadmap for rolling out the new brand.

Financial and logistical support will be provided by the Ministry of Tourism and Wildlife, with assistance from the National Treasury, development partners, and technical backing from the State Department for Tourism, the Kenya Tourism Board, and affiliated agencies.

Also Read: Inside Plan to Turn Kenya into Medical Tourism Destination

Functions of the Taskforce

According to the Gazette Notice, the taskforce will carry out the following functions:

• Rebrand and reposition the ‘Magical Kenya’ destination theme and brand.
• Conduct a comprehensive assessment of Kenya’s current tourism brand identity, assets, and global perception.
• Benchmark international best practices on country tourism branding and image repositioning.
• Develop a National Tourism Brand Strategy that aligns with Kenya’s long-term development goals, including Vision 2030 and the Bottom-Up Economic Transformation Agenda (BETA).
• Promote youth and women’s participation in tourism marketing, innovation, and entrepreneurship.
• Engage stakeholders across the public and private sectors, counties, and communities.
• Integrate technology and digital media into Kenya’s rebranding strategy.
• Identify priority markets, both traditional and new, with tailored messaging.
• Develop a monitoring framework for the national tourism brand.
• Present actionable recommendations for institutionalizing, financing, and rolling out the new brand.

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