Kenya Prepares for Major Tourism Policy Announcements Ahead of Jamhuri Day
Kenya’s tourism sector is on the cusp of significant transformation as the Ministry of Tourism and Wildlife intensifies consultations with industry stakeholders in anticipation of major policy pronouncements by President William Ruto during the upcoming Jamhuri Day celebrations. This renewed focus comes at a pivotal moment, with the government aiming to reposition Kenya as a leading global destination and drive ambitious growth targets for the years ahead.
Speaking at the Kenya Tourism, Wildlife and MICE Week showcase at the Kenyatta International Convention Centre, Cabinet Secretary Rebecca Miano emphasized the critical role of stakeholder input in shaping the future of the industry. She called on all sector participants to submit proposals and recommendations, underscoring that these contributions will form the backbone of a comprehensive new framework for tourism development. The Ministry’s open-door approach is designed to ensure that the sector’s evolution is informed by those who know it best—its operators, investors, and partners.
President Ruto’s forthcoming address is expected to unveil a suite of major tourism policy reforms that will anchor the next phase of sector transformation. While specific details remain under wraps, officials have signaled that the announcements will focus on enhancing Kenya’s competitiveness, boosting visitor numbers, and strengthening the country’s position as a hub for both leisure and business travel.
One of the headline ambitions is to attract 5.5 million tourists by 2027, a target that will require coordinated action across marketing, infrastructure, and product innovation. The Kenya Tourism Board’s CEO, June Chepkemei, highlighted the importance of innovation in destination marketing, noting that the sector must continually adapt to compete for resources and attention alongside other national priorities such as health, education, and infrastructure. Campaigns like Tembea Kenya for domestic travelers and Magical Kenya for international audiences have kept the country’s tourism brand dynamic, with new initiatives—including the Magical Kenya Mountain Trails—set to launch soon to maintain momentum and diversify the country’s appeal.
Panel discussions during the showcase brought together a broad spectrum of industry leaders, government officials, and private sector players to explore strategies for achieving these ambitious goals. A key focus was the development of the Meetings, Incentives, Conventions, and Exhibitions (MICE) sector, with calls for increased investment in infrastructure and capacity building to position Kenya as Africa’s premier MICE destination. Enhanced air connectivity and modernized facilities were also identified as critical levers for improving Kenya’s global tourism ranking and attracting high-value visitors.
Security and visitor experience are also set to benefit from new measures. Among the anticipated policy shifts is the implementation of an Electronic Travel Authorisation (ETA) system, which will streamline entry procedures for international visitors. Additionally, a virtual exhibition platform is expected to be launched, providing a digital showcase for Kenyan products and destinations. The government has also signed an MOU to bolster the Tourism Police Unit with enhanced resources and specialized training, reinforcing Kenya’s commitment to visitor safety and confidence.
Other sessions at the event addressed the need for governance and regulatory reforms, as well as innovative financing mechanisms and investment incentives to unlock capital for tourism transformation. Stakeholders stressed that unlocking new sources of funding and creating a more enabling environment for investment will be essential for sustaining growth and meeting the sector’s ambitious targets.
The Kenya Tourism, Wildlife and MICE Week, which runs until Thursday, serves as a prelude to the Jamhuri Day celebrations at Nyayo Stadium. The week-long program is packed with activities designed to showcase the sector’s potential and reinforce its role as a cornerstone of Kenya’s economic growth.
As the industry awaits President Ruto’s policy announcements, there is a palpable sense of anticipation and optimism among tourism professionals. The collaborative approach adopted by the Ministry, combined with a clear vision for innovation and investment, signals a new era for Kenya’s tourism sector—one that promises to deliver greater value for visitors, businesses, and the broader economy alike.
