Kenya’s bold step to fuse football with tourism promotion took centre stage on Wednesday as the Kenya Tourism Board (KTB) and the Football Kenya Federation (FKF) signed a Sh15 million partnership deal, expected to transform the country’s sports and tourism landscape.
The agreement, unveiled at the Ministry of Tourism and Wildlife offices in Nairobi, sets the stage for a new era where football not only entertains but also drives tourism, boosts local economies, and enhances Kenya’s global image as both a sporting and travel destination.
August is shaping up to be a defining month for Kenya, with the country simultaneously hosting the prestigious African Nations Championship (CHAN) and witnessing the peak of the world-famous wildebeest migration in the Maasai Mara.
“We are witnessing the harmonious convergence of two powerful industries — tourism and football,” Miano said.
She described the partnership as a timely step towards positioning Kenya on the global map. She said, “This is our peak season, and with events like these putting the spotlight on Kenya, we invite visitors to explore our scenic landscapes, mountains, and adventure trails.”
The CS believes the collaboration, which comes amid a fully booked travel season and the iconic wildebeest migration, signals a growing appetite for integrated tourism experiences linked to major sporting events.
With hotels, trains, buses and flights fully booked, the nation is experiencing a surge in domestic and inbound tourism, amplified further by cultural festivals, school holidays and heightened travel activity across the regions," Miano added
FKF President Hussein Mohammed welcomed the deal as a breakthrough moment that could open new opportunities for footballers, clubs, and fans, while also attracting international interest. “We’ve seen how passionate our people are — football is second to none,” Hussein said.
“This partnership will allow us to start small, but with the vision of growing both the game and the tourism experience that comes with it.”
He added that local teams already contribute to tourism through travel for league and tournament matches, and this agreement could formalise those links and create structured itineraries and campaigns around domestic fixtures.
With the national football calendar expanding and Kenya positioning itself as a regional hub for competitions, Hussein said he believes this partnership could unlock new revenue streams for clubs and host towns while exposing fans and players to the diversity of Kenya’s attractions.
KTB CEO June Chepkemei and FKF General Secretary Harold Ndege were also present, pledging institutional support for the sustained implementation of the agreement.
The next steps will involve forming a joint working committee to map out activations around upcoming FKF events, a move both parties hope will create a long-term impact on tourism inflows and football development.
"The convergence of these two major events, one showcasing Kenya’s growing stature as a football host nation, the other highlighting its unmatched natural wonders, has drawn both local and international attention," Hussein said.
