Leveraging Sports To Boost Kenya’s Tourism Potential

Unleashing The Power Of Sports To Drive Visitor Arrivals

Kenya’s tourism stakeholders are embracing sports tourism as a vital avenue to drive visitor arrivals and expand the country’s tourism portfolio. Speaking during a capacity-building forum on sports tourism, Kenya Tourism Board (KTB) CEO June Chepkemei expressed concern over the country’s low performance in this sector, citing only 4,600 sports tourists between January and October 2024. She highlighted the need to empower the travel trade to better understand and package sports tourism opportunities while integrating them into Kenya’s national tourism blueprint. This integration, she noted, would allow the country to effectively target sports enthusiasts as participants, fans, or lifestyle seekers.

The forum, attended by over 100 participants from the tourism value chain, emphasized the importance of collaboration between sports federations and the travel trade. A key takeaway was the need for a synchronized sports events calendar, enabling operators and hoteliers to design creative packages around major sporting events. Magical Kenya Open Tournament Director Patrick Obath underscored the global exposure Kenya gains from hosting international events, noting that sports tourism has a multifaceted appeal. Visitors are not only drawn to watch or participate in sports but are also inspired to explore the destination’s attractions. He called for the bundling of tourism products around key events to ensure repeat visits and longer stays.

Globally, sports tourism is gaining traction, accounting for 10% of global tourism expenditure with a projected growth rate of 17.5% annually through 2030, according to the UN Tourism Organization. In Kenya, stakeholders recognize the untapped potential of this trend. Discussions during the forum focused on creating synergies between tourism players and event organizers, bundling offers that combine Kenya’s breathtaking landscapes, cultural heritage, and the electric atmosphere of major competitions. Viu-Travel CEO Felix Musa highlighted the economic benefits of sports tourism, stressing that with proper planning and collaboration, the sector can create jobs and attract much-needed revenue.

With a busy sports calendar lined up for 2025, including the Magical Kenya Open in February and the WRC Safari Rally in March, Kenya is poised to showcase its capabilities as a sports tourism destination. By capitalizing on these opportunities and creatively packaging its offerings, the country can unlock the full potential of sports tourism, capturing the interest of global travelers while solidifying its position as a premier destination for adventure and sports.

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