Kenya Shifts Focus to Local Tourism During Jamhuri Week in Nairobi and Coastal Areas

Published on December 9, 2025

Kenya’s government has begun encouraging local tourism over the Jamhuri Week holidays, the first such event post-pandemic. Placing attention on local tourism is the beginning of a broader and more permanent realignment of the approach to tourism. Such an approach to domestic travel is aimed to strengthen the ability of the sector to weather global shocks while also improving the recovery of the local economy from the impacts of the Covid-19 pandemic.

A Strategic Shift to Strengthen Domestic Tourism

During the opening of the Jamhuri Week celebrations in Nairobi, Tourism and Wildlife Cabinet Secretary Rebecca Miano underscored the pivotal role of domestic tourism in the sector’s ongoing recovery. The government’s decision to pivot towards local tourists is part of a larger policy shift designed to buffer the country’s tourism sector from global economic uncertainties, such as geopolitical tensions, fluctuating airfare prices, and changing international travel trends. By focusing on domestic tourists, Kenya hopes to build a more sustainable tourism model that thrives even in times of global volatility.

Miano emphasized that the sector’s growth is increasingly driven by local spending, reducing the country’s historical reliance on international visitors. The surge in domestic tourism since the pandemic has been a key driver of this shift, with the number of bed-nights spent by Kenyan residents increasing significantly. For instance, in 2024, hotel bed-nights by Kenyan residents in coastal regions rose by 11.8% to 2.47 million, while total resident bed-nights nationwide hit 4.91 million. These figures represent a promising recovery and reflect the growing interest among Kenyans to explore their own country.

Domestic Tourism as a Buffer Against Global Uncertainties

The government’s focus on local tourism also aligns with broader global trends. Many countries, particularly in the face of geopolitical uncertainties and economic fluctuations, are looking inward to build more robust internal markets. Kenya’s shift is timely, especially in light of the challenges the country faced earlier in 2025, such as currency fluctuations and declining demand from European tourists. By fostering a stronger domestic tourism sector, Kenya hopes to mitigate the impact of international market volatility and provide a steady stream of visitors for its tourism economy.

With these developments, domestic tourism is no longer seen as a mere supplementary component of the industry. It is now positioned as a key pillar of the sector’s long-term growth, capable of sustaining tourism revenue even during challenging times. As the government works to reinforce this shift, it is also looking at long-term strategies to continue growing and diversifying the domestic tourism market.

Youth and Digital Influence in Shaping Tourism Trends

A unique aspect of the government’s tourism strategy is the emphasis on younger, tech-savvy travellers. Gen Z and millennials, particularly those with significant social media influence, have emerged as key players in promoting Kenyan tourism. Miano pointed out that these digital influencers are unofficial brand ambassadors, often showcasing Kenya’s diverse attractions to their millions of online followers. By sharing their experiences on platforms like Instagram, TikTok, and YouTube, they help raise the profile of lesser-known destinations and generate interest in locations that were previously overlooked by international tourists.

The government has recognized this digital trend and is leveraging it to boost tourism. Through collaborations with influencers and content creators, the Ministry of Tourism is able to tap into a vast online audience and drive location-based demand. This grassroots marketing strategy, powered by social media, has the potential to significantly alter the tourism landscape in Kenya by attracting younger travellers to destinations across the country.

Technology and Innovation in Enhancing Tourism Experiences

Technology is also playing a crucial role in reshaping Kenya’s tourism industry. Digital platforms, such as online park ticketing systems and visitor management tools, are enhancing the overall travel experience for both domestic and international tourists. These innovations streamline processes and improve customer service, making it easier for tourists to plan and book their trips. Moreover, they help unlock new revenue streams for the industry by creating more efficient ways to manage and monitor tourist flows.

Miano highlighted that this push for digital transformation is part of a larger national agenda aimed at modernizing public services and driving economic growth. By embracing technology, Kenya is not only enhancing the tourism experience but also positioning itself as a forward-thinking destination in the region.

Showcasing Kenya’s Attractions Through Jamhuri Week

The Jamhuri Week celebrations are being used as a platform to promote Kenya’s diverse tourism offerings. Miano encouraged Kenyans to take advantage of the week’s activities and visit some of the country’s most iconic attractions, including the renovated Kenyatta International Convention Centre (KICC). The KICC, a central hub for Kenya’s meetings, incentives, conferences, and exhibitions (MICE) tourism, has been upgraded to better support exhibitions, destination marketing, and other tourism-related activities.

This focus on the MICE sector is part of Kenya’s broader ambition to position itself as a regional leader in business tourism. By enhancing facilities like the KICC and attracting international conferences and events, the government aims to diversify the tourism sector, moving beyond traditional leisure travel to a more comprehensive tourism offering that includes business events and conventions.

Encouraging Year-Round Travel with a Sustainable Domestic Market

The surge in domestic tourism during the Jamhuri Week celebrations is indicative of a growing interest in year-round travel across Kenya. With Mombasa hotels fully booked and national park visitation climbing by 43% in 2025, the momentum for domestic tourism is palpable. The government hopes that this surge will translate into sustained, year-round demand for tourism services.

In order to capitalize on this momentum, the government is working to convert seasonal travel patterns into steady demand. By promoting travel during off-peak periods and encouraging Kenyans to explore a wider range of destinations, the Ministry of Tourism aims to ensure that the benefits of domestic tourism are spread throughout the year. This will not only provide economic stability to the sector but also help in the sustainable management of Kenya’s natural resources and cultural heritage.

Looking Ahead: Policy and Investment in Tourism

Jamhuri Week also serves as a key moment for policy announcements related to the tourism sector. Miano revealed that President William Ruto is expected to issue new directives aimed at further strengthening the industry. These may include regulatory reforms, investment incentives, and new approaches to conservation financing.

The government’s support for tourism is expected to continue growing, with increasing efforts to enhance the sector’s infrastructure and services. If successful, the Jamhuri Week campaign could solidify domestic tourism as a cornerstone of Kenya’s economy, promoting conservation awareness, fostering economic growth, and helping Kenya establish itself as a regional tourism hub for both leisure and business travellers.

Strengthening Kenya’s Tourism Sector Through Local Engagement

Jamhuri Week in Kenya this year allows for another look at domestic tourism in the country. The use of digital technologies, along with government support, position Kenya to focus on the recovery of tourism. With Kenyans encouraged to travel within the country, new tourism trends can flourish. this, in turn, allows Kenya to build a tourism industry that can offer sustainable economic growth through new conservation initiatives.