Cabinet Secretary for Tourism and Wildlife Service Rebecca Miano has urged the parliament to collaborate with the ministry in order to enact legislative policies that will help in streamlining operations in the ministry to boost the tourism sector.

In a statement on her X handle on Friday, February 13, 2026, made after speaking before the National Assembly committee on tourism and wildlife and the tourism brand repositioning task force, the cabinet secretary admitted the need to rebrand the tourism sector and reposition the Kenyan brand.

She said the ministry is willing to collaborate with the legislature to seek support to streamline the policies in the ministry to make Kenya a top choice for global travellers.

“We have had a very productive engagement session today with the @NAssemblyKE Committee on Tourism and Wildlife and the Tourism Brand Repositioning Taskforce to discuss the strategic repositioning of the Kenya brand.

“While we appreciate that the tourism sector is on an upward trajectory, brand fatigue and limited awareness of our diverse offerings have slowed our competitive edge; we’ve therefore made deliberate strategic efforts to rebrand the sector. Our mission is to transition Magical Kenya into an inclusive, sustainable, and multi-dimensional brand to make Kenya the Origin of Wonder.

“We have established a platform to closely collaborate with the legislature as we seek support to streamline our policies and make Kenya the top choice for global travellers,” Miano stated.

Further, Miano acknowledged that the tourism sector in Kenya is on an upward trajectory but insisted on the need for more efforts to be put in place to maintain the trend.

Need for more collaboration

Streamlining policies for tourism enterprises, strengthening environmental conservation policies, and enforcing strict quality control measures will enhance the sector’s credibility. Furthermore, continued collaboration with parliament will ensure a cohesive approach to tourism development across different regions.

“To sustain and accelerate this growth, we are fostering strong collaborations between the ministry and parliament, as well as industry players, to ensure Kenya remains a top travel destination,” Miano added.

With the concerted efforts, CS Miano believes Kenya’s tourism industry is well on its way to achieving record-breaking numbers, solidifying its status as a premier global destination.

While international tourism is a significant revenue generator, domestic tourism remains a key pillar of resilience.