Mashujaa Day windfall: Eldoret businesses cash in as visitors flood city
From hotel rooms to Airbnbs and restaurants to taxis, roadside stalls and shoe-shining spots, businesses across Eldoret City are enjoying a welcome boost as visitors stream into Kenya’s youngest city ahead of Tuesday’s Mashujaa Day celebrations.
The influx of government officials, corporate delegates and other guests has increased demand for accommodation, food and local transport among other services, creating a business opportunity for both established hospitality firms and small-scale traders who depend on daily sales.
For shoe shiner Edward Ambwere, the influx of visitors has brought a welcome change to his daily business.
Stationed along the Eldoret–Iten road, Ambwere says the arrival of government officials, delegates and other guests has brought more customers to his spot, offering him an opportunity to earn more from his trade.
“Business is exceptionally good right now. Because of the high number of guests arriving in the city, we are experiencing a massive customer turnout compared to normal days,” he told Daily Nation on Monday.
Ambwere is among the small-scale traders hoping to make the most of the national celebrations, which have placed Eldoret, Kenya’s youngest city, at the centre of national attention.
For traders whose livelihoods depend on daily sales, the increased human traffic offers a chance to earn more as visitors seek food, transport, accommodation and other services.
The benefits are also spreading to hotels and restaurants, which are preparing to serve the thousands of people expected in the city for the national event at Kipchoge Keino Stadium.
Agnes Chemwelo who is a food vendor operating near Silverline Hotel along the Eldoret-Kapsabet highway, says the influx has created a more vibrant marketplace, with increased customer traffic translating into higher sales.
“We are reaping heavily from this celebration. The increased customer turnout means more sales for our small businesses, and it is a wonderful blessing for traders who depend on daily hustle,” she said.
For Ms Chemwelo and other informal traders, the celebrations are an opportunity to make additional income from customers who might not ordinarily visit their businesses in such numbers.
The increase in demand is also being felt among fresh-produce sellers supplying households, hotels and restaurants.
Ms Mildred Jepkoech, a grocery operator near Kipchoge Keino Stadium, said demand for fresh produce had risen as hotels, restaurants and visitors sought supplies.
“Business has completely changed for the better over the last few days. Because of the high number of guests in the city, the demand for fresh vegetables has shot up, and we are clearing our stocks much faster than usual,” she said.
Excitement levels are high at the stadium, as the North Rift region is hosting the historic event for the first time.
Her experience illustrates how a major national event can create opportunities beyond the businesses directly involved in hosting visitors. Increased demand for accommodation and meals can also benefit suppliers and traders providing the goods and services needed to serve guests.
The hospitality sector is among the businesses benefiting directly from the arrival of visitors, with hotels reporting increased room reservations ahead of the celebrations.
Absalom Chavera, a hotel manager at a local establishment, said bookings have risen significantly this past week, with government officials, corporate delegates and other visitors accounting for much of the demand.
“The number of guests booking rooms started going up significantly last week. Most of our current bookings comprise high-profile dignitaries and visitors attending the Mashujaa Day celebrations,” he said.
Similar trends have been experienced at other hotels across Eldoret, including Eka Hotel, Boma Inn, Sirikwa and Queens Hotel. Some hotels like Eka have been fully booked from the start of October.
The increased reservations point to the importance of accommodation businesses in hosting major national events.
Visitors travelling from outside the region need places to stay, eat and hold meetings, creating opportunities for hotels, restaurants and other service providers.
The influx is also benefiting transport operators connecting visitors to hotels, the celebrations venue and other parts of the city.
As businesses prepare for the influx, county authorities have heightened security across the North Rift city, with uniformed and plain-clothes officers deployed to patrol around the city and the celebrations venue.
The security measures are intended to safeguard visitors and residents as the city hosts the national event.
Rift Valley Regional Commissioner Abdi Hassan said security measures have been put in place to protect visitors before, during and after the event.
“We have more than enough security officers in this city; those plotting to engage in criminal activities are doing so at their own peril. Our officers are scattered all over this city, spanning from the celebration venue and all other places within and at the outskirts of the city,” he said.
For Uasin Gishu County, the celebrations present an opportunity to showcase Eldoret and the wider region as destinations for more than athletics.
The city is internationally associated with distance running and high-altitude training, but county tourism officials want visitors to explore its scenery, nature attractions, hospitality facilities and entertainment venues as well.
County tourism director Margaret Aiyabei said Uasin Gishu has a broad range of tourism products that could appeal to visitors during the celebrations and beyond.
Among the attractions she cited are Kesses Dam, River Sosiani Nature Park, Kapsiliot Hills in Moiben, Koromosho Falls, Poa Place wildlife sanctuary, Kruger wildlife attraction, Eldoret Arboretum and Ngara Falls.
The county is also banking on its hospitality infrastructure to accommodate visitors. Ms Aiyabei said Uasin Gishu has more than 300 hotels, restaurants and convention centres.
The facilities, she said, could serve visitors attending the celebrations and those travelling to the region for business, leisure and other activities.
A view of Eldoret City in Uasin Gishu County on June 24, 2026.
Eldoret’s nightlife is another part of the tourism offering that the county wants to promote. Ms Aiyabei said entertainment venues attracted visitors from other parts of the country, including Nairobi, Mombasa and Nakuru.
“Eldoret city is also known for its nightlife. We have people travelling all the way from Nairobi, Mombasa and even Nakuru to come here in Eldoret to experience our nightlife. Clubs like Tamasha, Timba and even Baniyas bring a lot of people in Uasin Gishu,” she said.
The county hopes that by showcasing these experiences alongside the national celebrations, it can encourage visitors to spend more time in the region and return after the event.
Rift Valley Regional Police Commander Samuel Ndanyi has, however, cautioned visitors planning to enjoy the city’s nightlife to be wary of women commonly referred to as “Mchele ladies”, whom he said operate in some recreational establishments and are associated with stupefying victims to rob them.
“For guests who are planning to enjoy themselves in night clubs, be warned that there are several Mchele ladies in this city,” Mr Ndanyi said at a media breakfast at Queens Garden Hotel on Monday morning ahead of the celebrations.
To strengthen the visibility of its tourism attractions, Uasin Gishu is using digital platforms, social media and artificial intelligence to market its destinations and hospitality facilities.
Ms Aiyabei said the county has launched a website listing tourism attractions, hotels, restaurants and convention centres to help visitors identify available facilities and plan their stays.
“We want to embrace AI and social media in the marketing of our tourist attraction sites. We are launching a website to enable guide all our visitors in terms of tourism and hospitality facilities in the county,” she said in an earlier interview.
The plan is intended to make it easier for visitors to discover attractions beyond the stadium and the city centre, while helping hospitality businesses reach potential customers.
The county is also seeking to develop new tourism circuits and expand facilities that could support business and sports tourism.
Ms Aiyabei cited plans for additional convention centres and stadiums, alongside the Chagaiya high-altitude training camp and Kipchoge Keino Stadium, as part of efforts to strengthen the region’s appeal. She also referred to plans for a Kenya Utalii College in Eldoret.
“We want to come up with new, unique and authentic tourist attraction sites here in Uasin Gishu to add on what we already have. There are plans to come up with more convention centres for business, more stadiums with the Chagaiya high altitude training camp and the Kipkeino stadium among them,” she said.
Such initiatives could broaden the region’s tourism offering, although their impact will depend on implementation, investment and the ability to attract visitors consistently.
Reporting by Titus Ominde, Emmanuel Ashindu and Ezra Nanjendo.
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