Principal Secretary for Tourism Julius Bitok recently flagged off a commemorative fun race and walk in Eldoret, featuring legendary Kenyan athletes. The event, which took place on September 26, 2026, was part of the celebrations leading into the 2026 UN Tourism Week and World Tourism Day. Over 100 veteran sports icons participated in the event, which spanned Eldoret’s Central Business District and the University of Eldoret grounds.
Iconic gold medalists Kipchoge Keino, Ezekiel Kemboi, Pamela Jelimo, and John Kelai were among the participants. The initiative aims to capitalize on Eldoret’s global standing as the "City of Champions" while expanding Kenya's tourism portfolio beyond its traditional wildlife safaris and coastal resorts. This move is expected to position Kenya as a premier sports tourism destination.
Speaking during the flag-off, PS Bitok highlighted the vital role Kenya’s world-renowned athletes play as brand ambassadors. He emphasized that these athletes can help promote Kenya's tourism sector, leveraging their international reputation to attract more visitors. The participation of these legendary athletes is seen as a significant boost to the local sports tourism initiative.
The celebrations will culminate on Saturday, September 27, 2026, at the University of Eldoret Grounds to mark World Tourism Day. This year’s global theme, "Digital Agenda and Artificial Intelligence to Redesign Tourism," underscores how emerging technologies and AI can reshape visitor experiences, modernize the sector, and unlock new economic opportunities.
The event is part of a broader effort to diversify Kenya's tourism industry. For years, the country has relied heavily on wildlife safaris and coastal resorts. However, the government is now seeking to promote other forms of tourism, including sports tourism, to attract a wider range of visitors and create more economic opportunities.
The participation of over 100 veteran sports icons in the fun race and walk demonstrates the growing interest in sports tourism in Kenya. The event is expected to contribute to the local economy and promote Eldoret as a sports tourism destination. The city's reputation as the "City of Champions" is seen as a major draw for athletes and sports enthusiasts.
The initiative has been well-received by the local community, with many residents expressing their support for the event. The celebrations are expected to continue throughout the week, with various activities and events planned to mark World Tourism Day.
Key points
- The Kenyan government is promoting sports tourism to diversify the country's tourism industry.
- Legendary Kenyan athletes participated in a commemorative fun race and walk to promote sports tourism.
- The event aims to position Kenya as a premier sports tourism destination.
