Kenya is commemorating the 62nd Jamhuri Day celebration in style in a celebration themed Tourism, Wildlife, Meetings, Incentives, Conferences and Exhibitions (MICE) at the Nyayo Stadium in Nairobi, a deliberate strategy to recognize the tourism industry's economic potential.
The Jamhuri Day celebrations held Friday Dec 12 were preceded by the Jamhuri Thematic Week that began on December 8, 2025, at the KICC, a major push to reposition Kenya as a global tourism powerhouse.
The Jamhuri Day theme integrates wildlife and heritage, emphasizing that safeguarding Kenya's natural assets is a strategic economic investment that supports communities across all 47 counties and reinforces national identity.
Economic Benefits
By celebrating tourism and wildlife on Jamhuri Day, the Government aims to showcase the immense contribution of tourism to the national GDP, foreign exchange earnings, and overall economic recovery. The tourism sector generated earnings of Ksh 452 billion in 2024.
The Government also aims to recognize the industry as a major employer, particularly for young people who make up about 80% of the workforce in the sector. Tourism supports approximately 1.7 million jobs, making it a critical pillar of the economy.
The celebration and the preceding week-long events were designed as a platform to attract both domestic and foreign investment. This provided an opportunity to market Kenya as a premier global destination for not just leisure and wildlife tourism, but also for business events.
The thematic week was a strong call to action for Kenyans to embrace domestic travel through the #TembeaKenya initiative, encouraging citizens to explore their own country's diverse attractions and support local businesses.
Major Announcements
The national holiday will serve as a platform for President William Ruto to announce and launch major new policies and innovations to transform the sector. Examples include the implementation of the new Electronic Travel Authorisation (ETA) system.
President Ruto will also be unveiling a virtual exhibition platform to showcase Kenyan products and destinations digitally at Nyayo Stadium.
An MOU agreement was established between the Ministry of Interior and the Ministry of Tourism to enhance the deployment, resources, and specialized training for the Tourism Police Unit (TPU) to bolster security for tourists.
A new self-catering accommodation facility (banda) was launched in the Nasuulu Community Wildlife Conservancy to support local livelihoods and conservation efforts through tourism revenue.
The week saw the Magical Kenya overhaul - a modern brand strategy and campaign for "Magical Kenya," with President Ruto himself unveiling his personal travel "bucket list" to encourage domestic tourism.
This strategic shift positions the tourism and wildlife industry as core pillars in Kenya's economic future while celebrating the spirit of independence.
