Government targets Kenyan travellers in Jamhuri Week drive to revive tourism sector
Kenya’s Tourism ministry is using Jamhuri Week in Nairobi to promote domestic travel, highlight conservation, and showcase attractions as data confirms a strong rebound in local tourism demand.
The government has stepped up efforts to promote domestic tourism, announcing that this year’s Jamhuri Week celebrations will focus on marketing Kenya to local travellers.
Speaking at the opening of the week-long celebrations in Nairobi, Tourism and Wildlife Cabinet Secretary Rebecca Miano said ministry staff would use the period to showcase the country’s attractions and educate Kenyans on the importance of conservation.
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“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 per cent 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.”
Strengthening domestic tourism
Miano said the ministry was strengthening domestic tourism by 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 major role in modernising the tourism sector, boosting revenue and improving visitor experiences.
Visit iconic KICC
The Cabinet Secretary urged 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 also revealed that President William Ruto is expected to make policy pronouncements this week aimed at uplifting the tourism sector.
A spot check shows Kenya’s tourism industry is rebounding strongly, with the Coast region and national parks recording unprecedented visitor numbers. Hotels across Mombasa are fully booked, while data from the Ministry of Tourism shows a 43 per cent increase in park visitation.
Kenya will mark Jamhuri Day 2025 this Friday under the theme, “Tourism, Wildlife, and Meetings, Incentives, Conferences and Exhibitions (MICE).”
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