Kenya has officially launched the 2025 Thematic Jamhuri Week on Tourism, Wildlife and Heritage designed to highlight the sector’s economic contribution, domestic market growth and investment opportunities.

Speaking in Nairobi during the launch, Cabinet Secretary for Tourism and Wildlife Rebecca Miano said the week-long celebration will showcase Kenya’s diverse tourism offerings while strengthening collaboration among government agencies, the private sector and local communities.

“This is not a day for keynote addresses; we are here to launch a dramatic week,” the cabinet secretary said, noting that the programme is packed with exhibitions, performances and policy dialogues expected to draw thousands of Kenyans. “For those who did not make it, you are really missing what has been exhibited and planned.”

Miano appreciated Nairobi’s role in hosting the event, describing the capital as Kenya’s political, economic and tourism centre and the gateway to Magical Kenya. She commended the Nairobi County Government for supporting the tourism-wildlife thematic focus, saying the partnership reflects the country’s commitment to elevating tourism as a key economic pillar.

The cabinet secretary noted that tourism is edging toward contributing 10 per cent of Kenya’s gross domestic product (GDP), generating over Ksh452 billion ($34.93 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 underscored the importance of collaboration with private investors, whom she described as the “owners of the sector,” noting that the government’s responsibility is to create an enabling policy environment.

She added that counties host the majority of Kenya’s tourism assets, making intergovernmental coordination crucial for sustainable sector growth.

On community empowerment, the cabinet secretary emphasised the need to strengthen ecotourism and cultural tourism as avenues for improving local livelihoods. She noted that domestic tourism remains one of the sector’s strongest pillars, with over five million local visits recorded in 2024 – a figure she said approaches six million when accounting for stays in homestays, Airbnbs and other unregistered facilities.

“This growth was demonstrated during Covid-19, when domestic tourism sustained the sector even as global travel shut down,” she said.

Miano also recognized young people for driving a new wave of tourism creativity through social media, road trips, festivals and digital storytelling that spotlight hidden destinations. She said the Ministry is establishing a Youth Hub for Tourism and Conservation to support youth innovation, skills development and sector participation.

The cabinet secretary said in addition that the thematic week would celebrate Kenya’s attractions while setting the stage for key policy announcement to boost revenue and job creation through increased international arrivals.

The celebrations will culminate on Jamhuri Day (Republican Day), during which President William Ruto is expected to preside over the national festivities on Thursday.

“As we head into the festive season, I encourage Kenyans to embrace domestic tourism. Get your budget list ready. Together we can build a vibrant and successful sector,” she said.

• A Tell Media / KNA report / By Naif Rashid