Athletics Legends Lead Eldoret Run to Promote Sports Tourism
Tourism Principal Secretary Julius Bitok, who flagged off the run, said the participation of the former champions would help promote Kenya as a destination for sports tourism.
More than 30 athletics legends took part in a symbolic run in Eldoret as Kenya sought to promote its sporting heritage as a tourism attraction. Photo: The Star Kenya.
By Robert Mutasi
More than 30 athletics legends took part in a symbolic run in Eldoret as Kenya sought to promote its sporting heritage as a tourism attraction.
The run, held on September 26, 2026, was part of Kenya Tourism Week activities and celebrations to mark World Tourism Day.
Athletics icon Kipchoge Keino led the runners during the event, which was organised jointly by the Ministry of Tourism, Uasin Gishu County Government and the University of Eldoret.
Tourism Principal Secretary Julius Bitok, who flagged off the run, said the participation of the former champions would help promote Kenya as a destination for sports tourism.
“We decided to have our sports ambassadors be part of this momentous occasion to profile Kenya as a secure region for sports tourism,” Bitok said.
Keino called for greater investment in sports tourism, saying Kenya could attract visitors through its sporting achievements in addition to its established wildlife and coastal attractions.
“I did something for this country. Let’s encourage sports tourism. We have a lot to offer in this country in terms of sports,” Keino said.
The former Olympic champion said Kenya’s success in athletics had already generated interest among visitors who want to experience the environment that has produced some of the world’s leading runners.
He also encouraged young people to use sport as a platform to showcase Kenya and attract visitors to different parts of the country.
Former athlete Leah Malot urged young runners to embrace sports tourism as a way of promoting Uasin Gishu and the wider country.
Malot also cautioned athletes against doping, saying maintaining integrity in sport was important to Kenya’s reputation and its ability to benefit from sports tourism.
The event sought to link Eldoret’s reputation as an athletics hub with tourism, culture and community experiences across the North Rift.
Organisers said the region has attractions that extend beyond its running tradition, including high-altitude training centres, sporting facilities, cultural experiences, landscapes and local communities.
Eldoret and the wider North Rift have long attracted athletes, coaches and sports enthusiasts seeking to experience the environment associated with Kenya’s international athletics success.
The Kenya Tourism Week programme, which ran from September 21 to 27, featured activities focused on sports, culture, conservation, gastronomy, digital innovation and community tourism.
Tourism authorities have identified the North Rift as a region with potential for developing new tourism circuits and diversifying Kenya’s tourism offering.
The participation of the athletics legends also provided an opportunity to celebrate former champions whose achievements helped establish Kenya’s reputation in international athletics, while highlighting how their legacy could support tourism in the region.
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