NAIROBI, Kenya – The government has launched a fresh push to boost domestic tourism as this year’s Jamhuri Week celebrations shift attention to encouraging Kenyans to explore the country’s attractions.
Tourism and Wildlife Cabinet Secretary Rebecca Miano, speaking in Nairobi during the opening of the week-long festivities, said the ministry is deliberately targeting local travellers to sustain growth witnessed in the sector after the pandemic.
“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.
According to ministry data, hotel bed-nights booked by Kenyan residents at the Coast rose by 11.8% to 2.47 million, while Kenyans accounted for 4.91 million bed-nights countrywide in 2024 — evidence of growing resilience driven by the domestic market.
Miano said the government is banking on the influence of young travellers who are increasingly using social media to showcase Kenya’s landscapes, wildlife and culture.
“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 said.
She added that technology continues to modernise the sector, enhancing visitor experiences and boosting revenue.
As part of the celebrations, Kenyans have been encouraged to visit the Kenyatta International Convention Centre (KICC), which she said has been fully refurbished to support tourism and MICE activities.
The CS also revealed that President William Ruto is expected to make key policy announcements this week geared towards uplifting the tourism industry.
A spot-check shows the sector is already experiencing a strong rebound, with the Coast region and national parks recording a surge in visitors.
Most hotels in Mombasa are fully booked, while the ministry reports a 43 per cent jump in park visitation.
Kenya will mark Jamhuri Day on Friday under the theme: Tourism, Wildlife, and Meetings, Incentives, Conferences and Exhibitions (MICE).
