Kenya to Leverage Sports Tourism to Boost Economy Through Athletics Events

Kenya to Leverage Sports Tourism to Boost Economy Through Athletics Events

On August 6, 2025, the Kenya Tourism Board (KTB) announced a bold new strategy to harness athletics as a key driver for tourism growth. By partnering with Athletics Kenya (AK), the initiative aims to attract global visitors via mountain and trail running events that showcase Kenya’s athletic heritage and natural beauty.

Magical Kenya Mountain & Trail Series Takes Center Stage

The Magical Kenya Mountain & Trail Series, launched earlier in January 2025, will feature six major events across diverse Kenyan terrains. Highlights include the Barngetuny Mountain Run in Nandi County, Aberdare’s Trail Run in August, and long‑distance events at Mt. Kenya, Mt. Elgon, and Mt. Longonot.

Tourism Ministry Champions Dual Purpose of Sports Events

Tourism Cabinet Secretary Rebecca Miano emphasized that athletics events can showcase Kenya’s landscapes while diversifying tourism beyond traditional safaris and beaches. Under KTB’s direction, athletics will now serve as a tool for economic growth and global promotion.

Local Impact: Empowering Youth & Regional Economies

Officials noted that these events will uplift communities in Nandi, Nyamira, and beyond by driving hotel occupancy, local dining, and cultural interactions. The trail series also provides training platforms for young Kenyan runners and promotes grassroots talent development.

A Strategic Sports-Tourism Partnership

Under the initiative, KTB and Athletics Kenya will coordinate logistics, promotion, and athlete development. June Chepkemei, CEO of KTB, described this collaboration as a milestone in repositioning Kenya as a leading sports-tourism destination.

Athletic Legacy: Kenya’s Competitive Edge

Kenya’s world-class reputation in long-distance running and trail racing positions it perfectly for this initiative. The series will act as a training ground for the World Mountain & Trail Running Championships, offering athletes mileage and exposure in real competitive conditions.

Momentum from CHAN 2025 Hosting

Co-hosting CHAN 2025 alongside Tanzania and Uganda has already elevated Kenya’s sporting tourism profile. The recent football tournament attracted international visitors and helped advance sports-related infrastructure in venues like the Moi International Sports Centre in Nairobi.

KTB has set sights on increasing annual tourism to 5 million visitors by 2027. With investments in high-altitude training zones like Iten and Kaptagat, Kenya hopes to welcome international athletes and seekers of elite athletic experiences.

Next Steps: Calendar and Community Rollout

The first trail event in the series begins mid‑August in Aberdare Range, with further calendar announcements expected soon. Local tourism stakeholders anticipate significant engagement from runners, adventure tourists, and training camps.

About The Author