The government has taken a deliberate step to promote domestic tourism, announcing that this year’s Jamhuri Week celebrations will focus on marketing Kenya to local travellers.
Speaking during the opening of the week-long celebrations in Nairobi, Tourism and Wildlife Cabinet Secretary Rebecca Miano said ministry staff will use the period to showcase the country’s attractions while educating Kenyans on the importance of conservation.
“Domestic tourism is a strong pillar of our sector. We know every Kenyan has a bucket list, and we are telling them this is the best time to explore,” Miano said. “Data shows domestic tourism has continued its post-pandemic growth, with hotel bed-nights occupied by Kenyan residents at coastal properties increasing by 11.8% to 2,468,700. Overall, Kenyans accounted for 4,910,800 hotel bed-nights in 2024, demonstrating the sector’s growing resilience through local market development.”
Miano highlighted strategies aimed at strengthening domestic tourism, including tapping into the influence of young people who use social media to showcase Kenya’s scenic destinations.
“If you travel across the country, you’ll find young people taking photos and videos of the beauty of our nation. Kenya has some of the best destinations for everyone,” she noted.
She added that technology has played a significant role in modernising the tourism sector, contributing to increased revenue and improved visitor experiences.
The CS encouraged Kenyans to visit the iconic Kenyatta International Convention Centre (KICC) during the week, noting that the facility has been fully equipped to support various aspects of the tourism industry.
Miano further revealed that President William Ruto is expected to make policy pronouncements this week aimed at uplifting the tourism sector.
A spot-check shows that Kenya’s tourism industry is experiencing a strong rebound, with the Coast region and national parks recording unprecedented visitor numbers. Hotels across Mombasa are fully booked, while data from the Ministry of Tourism indicates a 43 percent increase in park visitation.
This Friday, Kenya will mark Jamhuri Day 2025 under the theme “Tourism, Wildlife, and Meetings, Incentives, Conferences and Exhibitions (MICE).”
