According to the World Tourism Forum Institute, Sports Tourism accounts for 10 per cent of the global tourism spending and is projected to grow by 17.5 per cent by 2030.
The Institute indicates that football (soccer) commands 30.97 per cent market share as travel patterns reveal a 44 per centof global sports’ fans travel internationally for such events.
This means a boon for three East African countries, Kenya, Uganda and Tanzania, as they host the African Nations Championships (CHAN) 2024 for the first time.
The trio have an opportunity to tap into the global sports tourism market even as CHAN generates substantial economic benefits for them.
With a scale of 19 national teams with Kenya, Uganda and Tanzania hosting five teams each, from across African continent participating in the region, featuring players exclusively from domestic leagues, the host countries are reaping big.
This is well exemplified in Kenya, where hotels in Nairobi and surrounding areas have experienced increased occupancy from visiting teams requiring accommodation for players, coaching staff, support personnel, match officials, tournament administrators, fans and the media from the visiting countries.
The tournament has attracted a large
number of international visitors, boosting economic growth through increased
spending on accommodation, transport and food.
Beyond accommodation, restaurants, transport services and entertainment venues stand to benefit from the influx of visitors throughout August.
Kenya is positioning itself as a prime destination for sports tourism with CHAN serving as a catalyst and the Government continues to upgrade sports infrastructure in preparation to host the African Cup of Nations (AFCON) 2027.
The Government has also demonstrated its commitment to leveraging the event for economic development with an aim of capitalising on the increased visibility to attract prthe ojected 11 million international visitors by 2027.
Cabinet Secretary for Tourism and Wildlife Rebecca Miano on Wednesday, officiated at the signing of the Memorandum of Understanding (MOU) between the Kenya’s destination marketing brand - Magical Kenya and the Football Kenya Federation (FKF) through the Kenya Tourism Board (KTB).
The partnership, Ms. Miano said, marks a strategic investment in sports tourism with an initial sponsorship of sh. 15 million by KTB in support of the national team, Harambee Stars.
The CS said the collaboration serves to enhance the unifying power of sports even as it elevates Kenya’s global tourism profile.
“As Harambee Stars’ players take to the international arena, they carry with them not just the hopes of a nation but also the rich tapestry of Kenya’s culture, landscapes and adventure offerings,” she added.
She stated that through the partnership, the Ministry of Tourism and Wildlife was amplifying its efforts to position Kenya as a leading global tourism destination.
“Together with FKF and our future partners, we are committed to building stronger ties with fans and showcasing destination Kenya to local, regional and international markets,” CS Miano disclosed.
She noted that sports tourism was coming up as a significant boost to the country’s economy starting from the enduring grace of marathoners and other athletes to the rugby pitches and volleyball courts, without forgetting the golfers and motorsport and with now the football fields.
“Kenyans appreciate the profound resonance; our sports heroes hold within our national spirit. From the enduring grace of our marathoners to fierce determination on the rugby pitch, the soaring leaps on the volleyball court, the precision on the golf green, the thunder of motorsport, and the electrifying passion of our football fields, and our athletes embody magic far greater than mere victory,” the CS bragged.
She continued that since Football commands the attention of millions, especially the youth by crafting the country’s tourism story with the threads of sport and culture, Kenya will be connected to the future travellers and create yarns of shared human experiences.
“This initiative is, therefore, a vital chord within our broader symphony of sports tourism, just like we have long harnessed the global allure of our legendary athletes and icons like Eliud Kipchoge and Faith Kipyegon to showcase Kenya as a premier destination through sports,” she said.
She also said that the moments in sports shapes how the world perceives Kenya as our athletes embody the spirit, resilience and pride of Kenya.
“Through this partnership, we aim to connect with millions of fans by showcasing Kenya’s adventure, culture, and warm hospitality,” she said.
The CS emphasised that the partnership will feature the Magical Kenya brand across key football touchpoints, positioning Harambee Stars as tourism ambassadors who will inspire global audiences to discover the country’s unmatched experiences.
Tourism PS John Ololtuaa said CHAN is more than a sporting spectacle but a strategic lever to boost tourism, hospitality, trade and informal business sector.
“With thousands of fans expected to flow into Nairobi the,re will be increased demand for safari expeditions to Maasai markets and beach getaways as the Ministry of Tourism banks on both local and international visitors during this August Holiday,” Ololtuaa said.
He added that the flow provides an opportunity to make the visitors fall in love with Kenya beyond the stadium.
“This is the time to display our hospitality, our pride and our African spirit. Let us show the world what Kenya is made of,” he added.
The FKF president, Hussein Mohammed, appreciated the KTB gesture and encouraged other stakeholders to support sports.
“We thank Kenya Tourism Board for believing in the power of football. This partnership is a major step in showcasing how football can drive not just passion, but purpose and promote Kenya to the world.” Mohammed said.
June Chepkemei KTB CEO reaffirmed the Board’s commitment to
tourism diversification, highlighting football’s potential to reach younger and
more experiential-driven audiences.
“Sports, particularly football, present an opportunity to reposition Kenya’s brand through authentic storytelling and shared experiences with a strong football following across the continent.
We
are excited to use this platform to amplify our adventure, cultural richness,
and natural beauty,” she said.
Football
currently accounts for nearly a third of the global sports tourism market, with
fans increasingly willing to travel for matches.
Munira
Mandano works at the Office of Government Spokesperson.
