Principal Secretary for Tourism Julius Kibet Bitok during flagging off a commemorative fun race and walk in Eldoret, bringing together more than 100 veteran Kenyan athletes ahead of the 2026 UN Tourism Week and World Tourism Day national celebrations. Photo Courtesy 
By Andrew Mbuva
Kenya is seeking to harness the global fame of its legendary athletes to strengthen sports tourism and diversify the country’s tourism offerings beyond wildlife and beach destinations.
Principal Secretary for Tourism Julius Kibet Bitok on Saturday flagged off a commemorative fun race and walk in Eldoret, bringing together more than 100 veteran Kenyan athletes ahead of the 2026 UN Tourism Week and World Tourism Day national celebrations.
The event, held in Eldoret’s Central Business District and the University of Eldoret grounds, attracted some of Kenya’s celebrated sporting icons, including Olympic and world champions Kipchoge Keino, Ezekiel Kemboi, Pamela Jelimo and John Kelai.
Speaking during the flag-off, PS Bitok said Kenya’s internationally recognised athletes were an important national asset whose achievements could be leveraged to promote the country as a leading sports tourism destination.
Bitok said the initiative seeks to build on Eldoret’s reputation as the “City of Champions” by showcasing the town’s rich athletics heritage while creating new opportunities within the tourism sector.
The government is also seeking to broaden Kenya’s tourism portfolio by developing experiences around sports, athletics history and the stories of the country’s celebrated athletes, alongside established attractions such as wildlife and coastal destinations.
The World Tourism Day celebrations will culminate on Sunday, September 27, at the University of Eldoret Grounds, bringing together stakeholders to mark the global tourism occasion.
This year’s global theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” focuses on the growing role of digital technologies and artificial intelligence in transforming the tourism industry.
The theme highlights opportunities for technology to improve visitor experiences, modernise tourism services and create new economic opportunities by leveraging emerging digital innovations.
With Eldoret’s athletics legacy attracting global attention, the government hopes to position the city not only as a home of champions but also as a major destination for sports enthusiasts and international visitors.
