CHAN 2024: Football influence amplifies Kenya’s tourism appeal

Kenya's hospitality sector is witnessing a surge in visitors, with restaurants and hotels leveraging the ongoing football activities in the country.

Tourism PS John Ololtuaa says that the industry is harnessing this momentum to boost patronage and enhance its offerings.

“Our hotels, restaurants and travel operators are experiencing increased numbers. It is gratifying to see visitors take time to explore our national parks, cultural sites and scenic regions such as Maasai Mara, Mount Kenya and Mombasa among other destinations after engaging with the football events," Ololtuaa said.

This comes on the back of the recent partnership between the Kenya Tourism Board (KTB) and the Football Kenya Federation (FKF) which aims to harness football’s universal appeal to promote Kenya as a vibrant, diverse and dynamic tourism destination.

The strategic alliance seeks to amplify Kenya’s brand both regionally and internationally through the popularity of our National Team, Harambee Stars.

PS Ololtuaa observes that the partnership comes at an opportune time amid growing regional and international buzz around football noting this would continue as Kenya and the region prepares to host the AFCON in 2027.

“We are very happy because Harambee Stars has been making us proud, their performance on the pitch not only rallies huge fan support but also amplifies Kenya’s brand internationally,” said Ololtuaa.

“This partnership is opening new avenues for domestic and regional markets to discover Kenya’s rich cultural and natural attractions which are now being showcased alongside football excitement.”

Ololtuaa was speaking during a co-branded jersey handover event under the KTB-FKF partnership which included a digital fan engagement component designed to deepen interaction with football followers while amplifying Kenya’s tourism narrative.

The digital initiative encouraged fans across domestic and regional markets to engage with content around Harambee Stars, bolstering excitement and visibility for Kenya as a destination beyond football.

KTB’s strategic approach is aimed at deepening the synergy between sports and tourism as a dual driver of growth, recognizing football as a unifying force that connects communities and builds Kenya’s profile on regional and international stages.

This initiative aligns with efforts to diversify source markets and extend the average length of visitor stays by integrating sports with Kenya’s rich cultural and natural attractions.

The recent immersive excursion by the Angola national football team to Nairobi National Park exemplifies this strategy in action where players, officials and media personnel took time off the pitch to explore Kenya’s renowned wildlife and landscapes in a tour facilitated by KTB.

The PS noted that besides the hospitality sector, the country’s retail and entertainment venues have also benefited as match days and fan activations create opportunities for visitors and locals to engage in cultural and leisure experiences.

He urged stakeholders within the hospitality and travel sectors to seize this momentum noting: “Our collective efforts in hosting visitors, promoting attractions and celebrating our national teams will strengthen Kenya’s position as a premier sports tourism destination.”