NAIROBI, Kenya, May 25 – The Kenya Tourism Board (KTB) has launched a new digital campaign, A Journey Through the Wild Heart of East Africa, aimed at promoting Kenya as a leading adventure travel destination.
Produced in collaboration with BBC StoryWorks Commercial Productions, the campaign highlights Kenya’s diverse tourism offerings through a multimedia exploration of the country’s landscapes, wildlife, and cultural experiences.
The campaign follows British travel photographer Jack Swynnerton as he traverses Kenya’s terrain in a three-part digital series themed around Land, Water and Air. His journey includes walking safaris across the Maasai Mara, aerial views from hot air balloon rides, hiking on Mount Kenya, and exploring Kenya’s coastal waters in Watamu.
The project is designed to support Kenya’s efforts to diversify its tourism appeal beyond traditional safaris, targeting global audiences interested in experiential and adventure travel. Content will run on BBC.com and be promoted across Facebook, Instagram, and TikTok through a mix of photography, video reels, and behind-the-scenes footage.
The BBC-led content forms part of KTB’s wider strategy to expand the country’s tourism markets and attract younger, digitally engaged travellers. The campaign comes as Kenya continues to recover from pandemic-era travel disruptions and seeks to boost arrivals by positioning itself as a hub for sustainable and adventure-based tourism in East Africa.
While no financial details were disclosed, the collaboration taps into BBC Studios’ global distribution network. BBC.com currently reaches 130 million users worldwide and has seen increased engagement from Kenyan audiences in the past year.
