Football Boosts Tourism as Kenya Leverages CHAN 2024
Ololtuaa further noted that the moment could not be more perfect since Kenya and East Africa will host the Africa Cup of Nations (AFCON) in 2027.
Tourism Principal Secretary John Ololtuaa swore that the games are having a ripple effect in the rest of the industry. "Our travel operators, hotels, and restaurants are receiving more bookings. Photo/ Courtesy
By Juliet Jerotich
Kenya’s hospitality sector is getting a big boost through football events related to CHAN 2024. Hotels, restaurants, and tour firms are enjoying good numbers of visitors who are also coming in to taste the country’s amenities.
Tourism Principal Secretary John Ololtuaa swore that the games are having a ripple effect in the rest of the industry. “Our travel operators, hotels, and restaurants are receiving more bookings. The tourists are also visiting our parks, cultural heritage sites, and scenic attractions like Maasai Mara, Mount Kenya, and Mombasa after watching the football,” he clarified.
This growth follows a recent memorandum of understanding signed between the Kenya Tourism Board (KTB) and the Football Kenya Federation (FKF). The two organizations are working together to use the international popularity of football to market Kenya as a lively and diversified tourist destination. The partnership is.Additionally using the popularity of the Harambee Stars, the national football team, to market Kenya at both regional and international levels.
Ololtuaa further noted that the moment could not be more perfect since Kenya and East Africa will host the Africa Cup of Nations (AFCON) in 2027. “We are excited with the development of Harambee Stars. Their game captures fans’ imagination and enhances Kenya’s international standing,” he further stated. “With this partnership, more fans learn about our natural and cultural heritage as well as the drama of football.”
He spoke at a co-branded jersey handover ceremony in line with KTB-FKF partnership. The event also included a digital fan engagement campaign to establish stronger relationships with fans. The campaign encouraged fans in local and regional markets to interact with online content about Harambee Stars, enhancing Kenya’s tourism appeal beyond sports.
KTB is marketing sports and tourism as twin engines of growth. Football as a unifier of the world is now taking center stage in shaping Kenya’s international image. The strategy also lends itself to diversification of source markets and extending the staya of tourists by coupling sports with culture, nature, and recreation.
The latest highlight of this initiative was when the Angola national football team came to visit Nairobi National Park. Players, managers, and members of the press visited the park during their stay, indicating how sports and tourism activities can be mixed.
Ololtuaa also noted that the benefits cut across hotels and tours. Shopping malls and entertainment places are equally benefiting from match-day activities and fan engagement. He urged players in the sector to harness the opportunity. “Collectively, by hosting visitors, promoting our attractions, and cheering our teams, we shall firmly position Kenya as a prime sports tourism destination,” he stated.
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