Nairobi: Kenya has officially launched the 2025 Thematic Jamhuri Week for Tourism, Wildlife, and Heritage. An event designed to spotlight the sector’s economic significance, domestic vibrancy, and growing investment potential.
According to Kenya News Agency, speaking in Nairobi on Monday during the launch, Cabinet Secretary (CS) for Tourism and Wildlife, Rebecca Miano, said the week-long festival will celebrate Kenya’s tourism potential while strengthening partnerships across government, the private sector, and communities. ‘This is not a day for keynote addresses; we are here to launch a dramatic week,’ the CS said, noting that the programme is packed with exhibitions, performances, and policy dialogues expected to attract thousands of Kenyans.
The CS further stated that Nairobi is a vital hub, describing it as the gateway to Magical Kenya. She commended Nairobi County for supporting the tourism-wildlife thematic focus, calling it evidence of the government’s commitment to elevating the sector as a key economic pillar.
Tourism is edging towards contributing 10 percent of Kenya’s Gross Domestic Product (GDP), with the sector generating over Sh452 billion in 2024 and supporting more than three million jobs directly and indirectly. ‘Tourism sits at the centre of every economic activity from hotels and hospitality to creatives, entertainment, transport, and the entire value chain,’ she said.
Miano highlighted the importance of collaboration with private investors, adding that the government’s role is to create an enabling policy environment. She noted that counties host the bulk of Kenya’s tourism offerings, making intergovernmental coordination indispensable.
On community engagement, the CS emphasised the need to strengthen ecotourism and cultural tourism to enhance local participation and livelihoods. Domestic tourism remains one of the sector’s strongest pillars, with over five million local visits recorded in 2024, a figure she said could be closer to six million including unregistered facilities such as homestays and Airbnbs.
Miano praised young people for driving a new wave of tourism creativity through social media, road trips, festivals, and digital content, showcasing hidden gems across the country. The Ministry is building a Youth Hub for Tourism and Conservation to empower young innovators.
The thematic week aims to celebrate Kenya’s attractions and pave the way for key policy announcements aimed at boosting earnings, employment, and international arrivals. The celebrations will culminate on Jamhuri Day, with President William Ruto expected to preside over activities on Thursday.
‘As we head into the festive season, I encourage Kenyans to embrace domestic tourism. Get your bucket list ready. Together we can build a vibrant and successful sector,’ she said.
