Kenya is intensifying efforts to reconnect with its global diaspora, particularly African-Americans and Afro-Caribbean communities, through a combination of tourism, investment and cultural reconnection programmes.
The recently launched Journey Back to Eden (JBE) initiative represents a push to engage the descendants of Africa, offering them not only a return to their ancestral homeland but also opportunities to invest, build and contribute to Kenya’s economic growth.
The initiative is a partnership between the government of Kenya and Traverze Culture, an African American-owned relocation and regenerative travel company, as well as TUUA Safaris, a Kenyan-owned safari and DMC.
Endorsed by Tourism Cabinet Secretary Rebecca Miano, JBE aims to strengthen Kenya’s tourism sector while building long-term economic, cultural and social bridges between the country and its diaspora communities. The programme is supported by the Ministry of Tourism and Wildlife, Kenya Tourism Board and the Ministry of Foreign Affairs.
JBE is structured to provide a comprehensive experience that combines tourism, investment and cultural restoration. Participants can access safe and supported relocation pathways, explore business opportunities in Kenya’s rapidly growing sectors – including real estate, small and medium enterprises, technology, agriculture and hospitality – and benefit from medical tourism services offering world-class diagnostics, wellness and specialised treatments.
The programme also emphasises cultural restoration, helping participants reconnect with heritage and community, creating a sense of identity, prosperity and belonging.
Following the Nairobi launch on December 1, the Kenyan government says it plans to extend JBE to the US during Black History Month in February 2026 with events in Atlanta, Houston and Washington DC. These events aim to reach African-Americans and diaspora members interested in relocation, investment and tourism in Kenya.
Market insights
Tourism and marketing experts point to an evolving diaspora traveller profile. Paula Newton of Rethink Travel Marketing, said: “The younger generation seeks more than just safari experiences. They want adventure, bushwalks, cultural immersion with communities like the Maasai and Samburu, and a deeper understanding of ecological and environmental conservation.”
Newton highlighted multi-generational travel as another trend where grandparents who have previously explored Africa bring their grandchildren for educational and immersive experiences.
Solo female travellers, student groups and digital nomads also form emerging niche markets – drawn not only by safari but by lifestyle experiences in Nairobi, Malindi and rural Kenya. Activities like cultural immersion, cuisine sampling, nightlife and beauty experiences, such as hair braiding, or local crafts are increasingly attracting diaspora visitors seeking authentic connections.
While safari remains a central attraction, Newton emphasised that East Africa must expand its offerings beyond wildlife. “Travellers want to learn how local communities have historically managed the environment and wildlife. Our guides, who inherit knowledge from their fathers and grandfathers, are critical storytellers on this journey.”
One challenge is the perception that Africa is expensive. Airfares, peak season pricing and high-end safari lodges have historically deterred younger travellers. Off-season travel and alternative accommodation can provide affordable yet rich experiences, Newton added. Moreover, understanding the natural rhythms of wildlife, such as migration patterns, requires managing visitor expectations for patience and engagement rather than just instant gratification.
Contrary to the stereotype that all American travellers seek luxury experiences, Newton said many are willing to spend longer periods in Kenya – combining safari, beach holidays and cultural experiences – sometimes extending their stays for work or educational purposes.
“The American market still has a deep love for Africa. Once they come, they return, tell their networks, invest and become ambassadors for the continent. Kenya is now ready to welcome them home,” Newton said.
