Tourism Cabinet Secretary Rebecca Miano says this year’s Jamhuri Day theme signals a deliberate shift in how Kenya intends to position tourism, conservation, and the meetings and events industry at the centre of national economic growth.

In a statement shared on X on Thursday, December 11, 2025, Miano said the government’s decision to anchor the national holiday on Tourism, Wildlife and Meetings, Incentives, Conferences and Exhibitions (MICE) was not symbolic, but part of a broader push to showcase Kenya’s evolving potential in the global tourism market.

During a sector roundtable with President William Ruto, Miano said she and industry leaders reviewed progress made in recent years and examined how the country can expand tourism offerings while strengthening conservation and event-driven economic opportunities.

“Kenya has made remarkably tremendous strides in the tourism, conservation and MICE sectors in recent years as witnessed across this year’s Jamhuri theme,” she said.

She added that the theme reflects a renewed sense of alignment across various ministries and agencies working to grow the industry, describing it as “a refreshed sense of purpose, harmony of strategic coordination with shared devotion to establishing Kenya as a pre-eminent global destination.”

Miano also acknowledged the role of the presidency in steering tourism reforms and ongoing campaigns aimed at boosting international arrivals and diversifying visitor experiences.

“As the Ministry of Tourism, we strongly acknowledge and appreciate President William Ruto’s direct actionable support and guidance towards these milestones,” she said. “We shall continue serving with dedication and full commitment to ensure these efforts bear fruit,” she wrote

According to Miano, tying Jamhuri Day to tourism is intended to spark national and international attention, placing the sector at the centre of Kenya’s economic storytelling. She said national holidays offer a unique platform that can amplify cultural identity while positioning the country for investment.

“By making the 2025 Jamhuri celebration’s central theme Tourism, Wildlife, and MICE’, the government is transforming a day of historical reflection into a powerful economic and cultural catalyst,” she added..

Miano noted that the ministry will continue to work with stakeholders to ensure the sector’s growth remains sustainable and inclusive.