Tourism Players Urged to Leverage Sports for Sector Growth

By Catherine Muema On Dec 17, 2024

Tourism Players — R-L: KTB Depty Director PR and Corporate communication Wausi Walya, Leisure runners Judy Muhoro and David Thuo pose for a photo during the KTB Sports Tourism Forum.

By Shadrack Nyakoe

Tourism stakeholders and sports organizers are calling for stronger collaboration to position sports as a key driver of tourism in Kenya.

The call comes amid concerns over low numbers of sports-related visitors, with only 4,600 sports tourists recorded between January and October this year, a figure described as “dismal” by Kenya Tourism Board (KTB) CEO, June Chepkemei.

Speaking during a capacity-building forum on sports tourism, Chepkemei emphasized the need to synchronize Kenya’s sports events calendar to enable tour operators to better package and promote Kenya as an all-year-round tourism destination.

The forum brought together over 100 participants from across the tourism value chain, including tour operators, hotels, and sports event organizers.

“We have the landscapes and wonderful views that can allow us to host many sports events, especially those that don’t require mega facilities. Given our strong sports reputation, it should concern us that we have not fully capitalized on sports tourism,” said Chepkemei. She called for a shift in strategy to help the travel trade understand and package sports tourism opportunities.

Chepkemei noted that Kenya’s role as a host for key local and international sporting events provides a golden opportunity to diversify its tourism offerings. “As the body mandated to market the destination’s tourism and seek opportunities that drive the sector in Kenya, we want to ensure that the sports fraternity and Kenyan tourism players fully capitalize on the big opportunity sports events present,” she said.

The session also featured remarks from Magical Kenya Open Tournament Director Patrick Obath, who highlighted the potential of sports events to drive tourism.

“The link between sports and tourism is multifaceted. People can play sports while visiting a destination where an event is taking place, and if they enjoy the sport being hosted, they are more likely to explore the country’s attractions,” said Obath.

He stressed the importance of packaging tourism products around key sporting events, pointing out that international broadcasts of these events showcase Kenya globally, offering free marketing for the country.

Viu-Travel CEO Felix Musa echoed similar sentiments, calling for greater synergy between tourism operators and event organizers. “Sports is a huge sector that provides jobs and attracts much-needed foreign currency. If we work seamlessly with event organizers, we can unlock this potential. There is appetite and hunger from both Kenyans and international visitors to participate in or watch these events,” said Musa.

According to the United Nations World Tourism Organization (UNWTO), sports tourism generates approximately 10% of global tourism revenue and is expected to grow at a rate of 17.5% by 2030.

As more travelers are drawn to destinations that host major sporting events, Kenya stands to benefit if it can position itself as a leading sports tourism destination.

The panel discussions emphasized the need to integrate sports events with destination attractions to create immersive tourism experiences. Tour operators were urged to design creative packages and bundle offers that encourage extended stays and repeat visits from tourists attending sports events.

Kenya’s 2025 sporting calendar is already set to kick off with major events like the Magical Kenya Open (MKO) in late February and the return of the world-renowned WRC Safari Rally from March 20-23, 2025.

These high-profile events are expected to attract thousands of fans, players, and officials from around the world.

By aligning sports and tourism strategies, Kenya aims to unlock new revenue streams, increase visitor numbers, and diversify its tourism portfolio.

Chepkemei stressed the importance of including sports tourism in Kenya’s national tourism blueprint, saying, “We want to integrate sports tourism into our national strategy so we can effectively target and attract sports enthusiasts — be it as participants, fans, or lifestyle seekers.”

As Kenya prepares for a busy sports calendar in 2025, industry players remain optimistic that closer collaboration between tourism stakeholders and event organizers will lead to stronger synergies, greater tourist inflows, and a boost in the country’s economic fortunes.