Kenya is a global athletic powerhouse, especially in middle and long - distance running, consistently producing Olympic and World Championships medallist in events from the 800m to the marathon, while athletics remains the primary source of success, the country is experiencing a notable upswing in tourism linked to football – related events, with hospitality sector reporting higher visitor numbers.
According to Tourism Principal Secretary, John Ololtuaa, hotels, restaurants and tour operators have seen increasing patronage as visitors combine attendance at football matches with travel to sites such as Maasai Mara, Mount Kenya and Mombasa.
The rise follows a strategic partnership between the Kenya Tourism Board (KTB) and the Football Kenya Federation (FKF) aimed at promoting the country as a tourism destination combined to football through the growing appeal of its national team, the Harambee Stars and a national league which is increasing its audience.
Kenya is enhancing its football development through infrastructure projects like a new national training centre, alongside grassroots programs like the FIFA Football for Schools (F4) initiative.
The Football Kenya Federation (FKF) is also focused on capacity building for coaches and has a robust youth and women’s football structure, including the establishment a successful women’s premier league and is deveoping a new national hub for football training and talent development in Machakos County, funded by FIFA.
A further development is Talanta Sports Stadium, a new - 60.000 - seat stadium in Nairobi which is under construction and will be completed for the 2027 Africa Cup of Nations.
The initiative comes as Kenya and the region prepare to co - host the 2027 Africa Cup of Nations (AFCON) and it includes co - branded campaigns and digital fan engagement top drive both domestic and regional tourism interest.
This relevant football event will be hosted by Kenya, Tanzania and Uganda. This edition of the continental tournament will be the first ever to be hosted by three different countries, and also the first in five decades to be organised in the CECAFA region, since it was hosted by Ethiopia in 1976.
Kenyan football has seen some notable successes recently, including the National U17 girls’s team’ historic debut at the FIFA World Cup 2024, the National mens’ team won a four - nation tournament in Malawi and in the 2024 African Nations Champioships (CHAN) in Nairobi reaching the quarter finals after aa strong showing against Morocco generating enthusiasm and an increasing love for football in the country.
Recent activities such as the Angola national football team’s visit to Nairobi National Park, highlight how football is being used to showcase Kenya’s cultural and natural asset.
The tourism ministry of the African country views sport as a key tool to diversify markets, extend visitor stays, strengthen Kenya’s positioning as a competitive sports tourism destination and the African country is actively working for that.
Link
https://atta.travel/resource/football-driven-tourism-boosts-visitor-numbers-in-kenya.html
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Thanks a lot to read and note.