Veteran Athletes Promote Sports Tourism Ahead of World Tourism Day
By Samson Kurgat – Nairobi
Principal Secretary for Tourism Julius Kibet Bitok has officially flagged off a commemorative fun race and walk featuring legendary Kenyan athletes in Eldoret, leading into the 2026 UN Tourism Week and World Tourism Day national celebrations.
Over 100 veteran sports icons including iconic gold medalists Kipchoge Keino, Ezekiel Kemboi, Pamela Jelimo, and John Kelai participated in the event, which spanned Eldoret’s Central Business District and the University of Eldoret grounds.
Speaking during the flag-off, PS Bitok highlighted the vital role Kenya’s world-renowned athletes play as brand ambassadors, positioning the nation as a premier sports tourism destination.
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.
The celebrations will culminate tomorrow, 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.
