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KTB to market Kenya as a sports tourism destination at Boston and London Marathons

Kenya Tourism Board, KTB, is set to ramp up activities marketing Kenya as a premier sports tourism destination at the forthcoming two marathon majors in Boston and London .

According to KTB CEO June Chepkemei, the high-profile marathons and at which Kenyan runners excell propel  Kenya into the international spotlight thus  presenting  an opportunity to showcase the magical spirit of Kenya as demonstrated by athletes on the courses.

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For the Boston and London marathon slated for 15th and 21st April 2024 respectively, KTB has pitched camp at the marathon Expo’s as it seeks to promote Kenya’s diverse tourism experiences besides sports.

“This year KTB will be at the marathon expos to interest marathon enthusiasts to sign up in some of the marathons hosted in Kenya like the Standard Chartered which also takes place in the city of Nairobi. This will allow them to come run with the champions and savour some of the tourism offerings Kenya is endowed with’’ said the CEO.

KTB has also partnered with KQ and other players to also extend a holiday trip to Kenya for the lucky winners during stand activations at the expo booth. 

The US and the UK are key source markets for Kenya’s tourism and the two destinations have big sports fan bases which we have to target and a supportive diaspora base
In the review period between January and November last year, The United States emerged as the leading source market to Kenya with a market share of 14% and a total of 241,581 arrivals. This represented a significant 28%growth compared to the previous period last year of 188,463.


The United Kingdom also recorded a strong performance, with an 8% market share of 140,763 arrivals. This represented a 7% growth compared to the previous year’s arrivals of 131,526


KTB CEO said Sports tourism has become an important niche market for Kenya, and these iconic marathons are global platforms to highlight our country as a must-visit destination for athletics enthusiasts and adventurous travellers looking for an unforgettable holiday experience

According to UN Tourism, sports tourism is a rapidly growing industry, generating around 10% of the world’s expenditure on tourism. It has an estimated growth rate of 17.5% between 2023-2030. With Kenya aiming to welcome 5.5 million visitors annually by 2028, sports tourism provides a significant opportunity to achieve this goal and spread the economic benefits of tourism to communities across the country.

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