A successful global launch of the “Experience Wonder – Magical Kenya” campaign at ITB Berlin 2026
The Kenya Tourism Board (KTB) officially unveiled Kenya’s new global destination campaign: “Experience Wonder – Origin of Wonder” at ITB Berlin 2026.
This campaign marks a strategic repositioning of Kenya in the global tourism market, transitioning from a wildlife-centric narrative to a broader experience-led destination proposition that highlights Kenya’s culture, adventure, gastronomy, sports tourism, urban creativity and natural landscapes.
Present at the official launch were Hon. John L. Ololtuaa, Principal Secretary at Kenya Ministry of Tourism and Wildlife; June Chepkemei, CEO Kenya Tourism Board and H.E. Stella Mokaya Orina, Ambassador of the Republic of Kenya to the Federal Republic of Germany as well senior representatives from the Kenya Tourism Board, the Ministry of Tourism and Wildlife, trade partners, airlines and tour operators.
This unveiling at ITB Berlin served as the official global premiere of the campaign Television Commercial (TVC) and marked the beginning of Kenya’s international campaign rollout across priority long-haul markets. “I’m particularly proud that our leadership in the tourism sector in Kenya chose Berlin to launch this tourism campaign ‘Magical Kenya, Origin of Wonder’. I’m also very keen with my staff at the embassy to assist our stakeholders to transform the campaign into an economic reality,” said H.E. Stella Mokaya Orina.
In his opening remarks, Hon. John L. Ololtuaa, Principal Secretary at the Ministry of Tourism and Wildlife, has high expectations for the new campaign, which he sees as a transformative step in repositioning the country on the global tourism map. “We expect a lot,” he said. “We expect high sales in terms of the quality of the product.”
For him, the campaign is not only about increasing visitor numbers, but about elevating Kenya’s tourism offering by highlighting artistic and cultural attractions that have not been sufficiently marketed in the past. He further stressed that Kenya’s identity goes far beyond its traditional strengths. “Kenya is the origin of mankind,” he noted, adding that this heritage forms the foundation for presenting the country as the origin of many wonders.
The speech concluded with the presentation of the official campaign movie which you can watch here: https://experience.magicalkenya.com
Aims of the launch
The Experience Wonder campaign has been developed to:
- Position Kenya as an all-year-round destination
- Inspire high-value experiential travel
- Support trade partners in product packaging and promotion
- Drive destination consideration and booking intent
- Introduce the campaign to global media and trade
- Facilitate immediate deployment of campaign assets by partners
- Initiate international media coverage
- Trigger digital amplification across key source markets
The launch was followed by a cocktail reception with over 100 guests enjoying Kenya’s renowned hospitality at the Magical Kenya Pavilion in Hall 21.
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