Senate Committee backs tourism rebranding and repositioning initiative

Senate Committee backs tourism rebranding and repositioning initiative

Nakuru County 
Friday,20th February, 2026

The Senate Standing Committee on Trade, Industrialization and Tourism, under the leadership of Senator Issa Boy Juma (Kwale) held a meeting with the State Department of Tourism led by Cabinet Secretary Rebecca Miano and Principal Secretary John Ololtuaa.
The Committee was taken through an agenda that included an overview of the Tourism Rebranding and Repositioning initiative by the Tourism Rebranding Task Force, the Draft National Tourism Strategy 2025–2030 and a presentation on the Tourism Policy.
The Cabinet Secretary outlined that the Government established the Tourism Rebranding and Reposition Task Force to transform Kenya’s tourism identity into a brand that is authentic, diverse, innovative, inclusive and sustainable, with the aim of reintroducing Kenya to the global market and responding to the evolving tourism landscape. She noted that the rebranding effort seeks to unlock the potential of Kenya’s youth as storytellers, innovators, digital creators, entrepreneurs and custodians of the country’s natural and cultural heritage. She also emphasized that the strategy will require strong collaboration with county governments and other stakeholders, particularly the private sector and the implementation of a cohesive brand architecture that reflects the full spectrum of Kenya’s tourism offerings.
In response, the Committee pledged its full support for the Tourism Rebranding and Repositioning process. The Members committed to working closely with the Ministry within the Task Force’s one year timeline to deliver its recommendations.
The Senators undertook to use their oversight mandate to ensure counties actively participate in the process, encourage structured engagement at the county level, ensure tourism remains a standing agenda item in county development discussions, promote alignment between county plans and national tourism priorities and amplify the importance of tourism within county assemblies to safeguard the interests of devolution and strengthen the sector nationwide.