The Kenya Tourism Board has launched a new global campaign, A Journey Through the Wild Heart of East Africa, aimed at positioning Kenya as a leading destination for adventure tourism. Developed in partnership with BBC StoryWorks Commercial Productions, the multimedia series follows travel photographer Jack Swynnerton as he journeys across Kenya’s landscapes—by land, water and air—capturing its wildlife, natural beauty and cultural diversity.
The three-part campaign features immersive experiences including a hot air balloon safari over the Maasai Mara, hiking Mount Kenya, and exploring the coastal waters of Watamu via paddleboard and dhow. KTB CEO June Chepkemei said the initiative reflects efforts to diversify Kenya’s tourism offering beyond safaris, promoting activities for thrill-seekers and nature lovers. The campaign marks a strategic shift towards adventure tourism to attract new visitor segments and boost international arrivals.
Swynnerton enjoys a once-in-a-lifetime experience as he discovers the true spirit of adventure in Kenya, documenting his journey in a photography essay and travel guide split into three chapters - Land, Water and Air.
On land, his adventure begins at the heart of Kenya’s wild frontier as he walks the plains of the Maasai Mara. Crossing the rugged landscapes of the savannah, he showcases Kenya's world-famous wildlife, getting up close and personal with a pride of lions, and discovers the warm hospitality and cultural richness of the local Samburu community.
From there, we take to the skies and embark on a hot air balloon safari above the Maasai Mara at dawn, offering an unparalleled view of the wild, before taking a flight in a light aircraft to a remote elephant sanctuary and hiking off-grid up the snow-capped peaks of Mount Kenya, experiencing moments of stillness on Africa's second highest mountain.
Finally, we dive into Kenya’s hidden coastal and aquatic gems. In Watamu on the Swahili coast, our guide paddleboards through tangled mangrove forests, kitesurfs along the turquoise waves of the Indian Ocean and heads out to sea on a traditional dhow sailing boat.
June Chepkemei, CEO Kenya Tourism Board (KTB), said: “This campaign marks a pivotal moment in our efforts to diversify Kenya’s tourism offerings beyond the traditional experience. By highlighting the rich tapestry of adventure activities from mountain trekking and aerial safaris to coastal exploration, we are positioning Kenya as an excellent destination for thrill-seekers and nature lovers alike. A Journey Through the Wild Heart of East Africa highlights the immense potential of adventure tourism and reinforces our commitment to offering visitors a dynamic and unforgettable travel experience.”
Jihane Rassasse, VP of Content Partnerships for MEA, Turkey and the Mediterranean, BBC Studios, said: “This thrilling journey across Kenya and the stunning visual storytelling of Jack Swynnerton provides the perfect lens through which to explore adventure tourism in the country. From spotting elephants on safari to marvelling at mountain views, we’ve showcased some amazing experiences which will offer audiences around the world a taste of just what an adventure in Kenya can offer.”
Source :Bizcommunity
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