President Ruto unveils ‘Magical Kenya Souvenir Passport’ to boost tourism
Kenya has launched the Magical Kenya Souvenir Passport and a new ‘Hapa Ni Wapi’ platform to deepen visitor engagement and spur both international and domestic tourism across all 47 counties.
Kenya is banking on a newly launched innovative travel passport and guide to boost tourist numbers further and deepen engagement with the country’s attractions.
Dubbed the Magical Kenya Souvenir Passport, it will allow travellers to document their experiences through destination stamps, mirroring a traditional passport, while guiding them through Kenya’s diverse tourism circuits.
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Available in both physical and digital formats, the passport seeks to enrich the visitor journey while encouraging explorations beyond traditional hotspots.
The unveiling was presided over by President William Ruto this week during the "Kenya Tourism, Wildlife and MICE Week" at the Kenyatta International Convention Centre (KICC).
Notably, its rollout comes at a time when tourism indicators are on an upward trajectory, with positive prospects for the year ahead.
Latest Kenya National Bureau of Statistics (KNBS) data reveals that international arrivals grew by 14.7 per cent to 2.39 million in 2024, while hotel bed-night occupancy rose 18.9 per cent to over 10.2 million, signalling a strong rebound supported by improved marketing, high-profile meetings and a vibrant domestic market.
Tourism and Wildlife Cabinet Secretary Rebecca Miano hailed the new tool as a major step in elevating Kenya’s position in the global travel landscape, noting its potential to ignite fresh interest among both domestic and international visitors.
“To remain competitive as a destination, we must continually innovate and keep visitors interested in the unique experiences our country offers,” Miano said.
“The Passport will allow both Kenyans and our international visitors to document their stay in Kenya, explore more regions, and engage more deeply with our cultural and natural heritage.”
She emphasised the strengthening of domestic tourism, which has become a central pillar of sector growth.
Tourism CS Rebecca Miano. She hailed the new tool as a major step in elevating Kenya’s position in the global travel landscape. (Photo: Rebecca Miano/X)
“Over the years, Kenyans have remained a strong and dependable pillar of our tourism industry. In 2024 alone, we recorded more than five million bed-nights from domestic travellers,” she noted.
The true impact is even higher when factoring in unregistered stays in Airbnbs and homestays.
Growth in local travel, she said, reflects rising demand for alternative accommodation and authentic one-of-a-kind experiences.
To further stimulate local exploration, the ministry, through the Kenya Tourism Board (KTB), also unveiled the ‘Hapa Ni Wapi’ domestic tourism platform under the Tembea Kenya brand.
The platform intends to showcase a wide range of travel packages, from road trips and beach getaways to cultural expeditions tailored for younger travellers.
The CS thus called on counties, communities and private stakeholders to support the initiative by spotlighting lesser-known attractions and improving visitor experiences across all 47 counties.
According to KTB’s CEO, June Chepkemei, the combined introduction of the passport and the new domestic travel platform reflects a shift towards more experiential and interactive tourism marketing.
“These innovative tools represent a fundamental shift in how we engage with our own tourism products,” Chepkemei said.
“By gamifying travel and making it more rewarding, we are not only promoting tourism but also fostering national pride and creating lasting memories for every Kenyan who explores this beautiful country.”
This year’s Tourism, Wildlife and MICE Week brought together national and county officials, private sector players and global industry partners to underscore the sectors’ contribution to socio-economic transformation.
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