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The government has rolled out two new initiatives aimed at increasing both domestic and international tourism, including the Magical Kenya Souvenir Passport, which allows travellers to record visits to various attractions across the country.
President William Ruto launched the souvenir passport during the Kenya Tourism, Wildlife and MICE Week held at the Kenyatta International Convention Centre (KICC).
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Available in both digital and physical versions, the passport enables visitors to collect destination stamps and create a personalised record of their travel journeys.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the initiative is expected to improve visitor engagement and further position Kenya as a competitive global tourism destination.
She noted that the passport will encourage both local and international tourists to explore more parts of the country while connecting more deeply with Kenya’s cultural and natural heritage.
Miano also pointed to steady growth in domestic tourism, revealing that Kenyans logged over five million bed-nights in 2024, excluding stays in unlicensed facilities such as homestays and Airbnbs.
Alongside the passport, the Ministry of Tourism and Wildlife and the Kenya Tourism Board (KTB) introduced Hapa Ni Wapi under the Tembea Kenya campaign to promote local travel.
The platform will highlight tourist attractions and curated experiences, including road trips, beach holidays and cultural tours, with a strong focus on younger travellers.
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KTB Chief Executive Officer June Chepkemei said the initiatives signal a new approach to marketing Kenya’s tourism offerings.
She explained that by making travel more interactive and rewarding, the country aims to grow tourism while strengthening national pride.
The platforms are part of Kenya’s wider plan to attract 5.5 million visitors by 2027. The Tourism, Wildlife and MICE Week, held from Monday to Thursday, brought together stakeholders from both the public and private sectors nationwide.
The event also paved the way for Jamhuri Day celebrations on Friday, during which President Ruto is expected to unveil additional policies to support the tourism industry.
