The Kenya Tourism Board said Real Deal Kenya would showcase the wide variety of experiences the country offers, highlighting its wildlife and particularly its culture.

Key focuses for the KTB include gastronomy, eco-tourism, adventuring, cultural events, wildlife safaris and unique family attractions.

UK campaign partners include Audley Travel, Trailfinders, Newmarket Holidays and Alfred& by Kuoni.

Besides online slots, social media posts and YouTube adverts, the campaign will run across Spotify and on The Independent website, with the aim of driving traffic to the Magical Kenya microsite where users will be able to explore a range of different inspirational itineraries.

Kenya’s Ministry of Tourism and Wildlife is projecting an up to 75% recovery in international arrivals this year, with Real Deal Kenya to be rolled out in France, Germany and North America, as well as additional international markets.

Dr Betty Radier, chief executive of the KTB, said the campaign would seek to reinforce Kenya’s claim to being one of Africa’s foremost tourist destinations.

"This is not only a very timely and relevant initiative, but also an important part of our strategy for attracting visitation from abroad as we regain our stability from the impact of Covid-19 pandemic," she said.