From #traveltomorrow to #MagicalKenya: a sociosemiotic analysis of a tourism narrative response to Covid-19

Following the outbreak of the Covid 19 pandemic, tourism was found to be the sector most affected internationally. The UNTWO has intervened by launching a campaign embraced by the member countries. The main purpose of this work is the functional and semiotic investigation of meaning construction in the UNTWO tourism campaign and of Kenya's response to it. The analysis has shown that the message of solidarity and unity in the face of such uncertain times is an invitation for shared responsibility among travelers and a stress of core values. Kenya's response to the main campaign reinforces the refrain #stayingathome and introduces a promise of visiting Kenya by combining information and promotion.