The County Government of Nakuru is positioning sports as a tourism product to attract visitors, support local businesses and create opportunities for young people.
The strategy combines grassroots sporting events with tourism promotion to increase visitor spending and strengthen Nakuru’s position as a destination for sports and leisure. The approach was demonstrated during an inter-club boxing tournament held at Ziwani Market.
The competition brought together SOMBEA, Flamingo Boxing Club, Kisumu Boxing Club, YMCA and Nakuru Anertur Boxing Club.
Tourism Officer Eric Muriuki said sporting events create economic opportunities beyond the competition venues. He said athletes, fans, officials and other visitors spend money on accommodation, food, transport and other services.
Muriuki emphasized that sporting events attract athletes, fans, officials and visitors, creating business opportunities for hotels, restaurants, transport providers and local traders. He urged more businesses and institutions to support sporting events that can attract visitors to the county.
The tournament also incorporated anti-doping education to promote clean sport and responsible sporting careers. Winners received certificates recognising their performances during the competition. The event was supported by the Boxing Federation of Kenya, Top Gas, Angel Casino, Burst, Nairobi Women’s Hospital and Captain Hawk Security.
CECM for Sports Elga Riaga, Martin Gichinga from the Office of the Governor and Deputy Director of the Delivery Unit Clement Ndungu attended the tournament.
The county is also preparing to expand its sports tourism offering through the inaugural Nakuru County Governor’s Cup. Grassroots consultations for the 2026 tournament have now concluded following final engagements in Njoro and Molo sub-counties. The consultations brought together football stakeholders, teams, youth representatives and local leaders. They focused on inclusive participation, grassroots football structures and preparations for the tournament.
The final engagements were led by CECM for Youth, Sports, Gender and Social Services Elga Riaga. Chief Officer for Youth, Sports and Talent Development Francis Njogu also participated. Football Kenya Federation Nakuru Branch Chairman Francis Oliele was part of the consultations. The Governor’s Cup is expected to provide another platform for visitors to experience Nakuru through sport.
It will also create opportunities to identify and nurture football talent from the county’s wards. The county plans to use grassroots structures to bring sporting opportunities closer to communities. This could strengthen the connection between sporting participation, youth development and the local visitor economy. The strategy aligns with Kenya’s wider efforts to diversify tourism beyond traditional wildlife and beach products.
The Ministry of Tourism’s draft National Tourism Strategy proposes a national sports tourism calendar. It also recommends investment in sports infrastructure and stronger partnerships with sports organisations.
The strategy identifies sports and adventure activities among Kenya’s potential niche tourism products. Kenya Tourism Board has similarly expanded its sports tourism approach through mountain and trail-running events. The board says the initiative aims to position Kenya as a sports and adventure destination.
The economic opportunity is significant. WTTC estimates that Travel and Tourism contributed Sh1.6 trillion ($12.7 billion US dollars) to Kenya’s economy in 2025. The sector represented 9.3 per cent of GDP and supported 1.8 million jobs. International visitors spent about Ksh646.8 billion Kenya Shillings ($5 billion US dollars), while domestic visitors spent Ksh582.12 billion Kenya Shillings ($4.5 billion US dollars).
UN Tourism has also highlighted sporting events as tools for branding African destinations. The organisation says sports events can support tourism, cultural exchange and sustainable development across the continent. Kenya has already demonstrated the tourism potential of major sporting events.
The 2025 Safari Rally was projected to attract more than 30,000 visitors from East Africa, according to Kenya Tourism Board Chief Executive Officer June Chepkemei. The national government has therefore identified sports as part of efforts to diversify Kenya’s tourism products.
The Ministry of Tourism currently describes tourism as a sector with strong multiplier effects across transport, accommodation, food and recreation.
For Nakuru, the opportunity extends beyond hosting competitions.
The county can package sporting events alongside attractions, accommodation, restaurants, cultural experiences and other leisure activities. Such an approach could encourage visitors to stay longer and spend more within the local economy. Muriuki said promoting sporting events would also help showcase Nakuru’s hospitality, culture and tourist attractions. The county’s growing sports calendar therefore provides a potential platform for tourism marketing and youth empowerment.
The Governor’s Cup and inter-club competitions could also create pathways for local athletes to progress into higher-level competitions. County officials said continued investment in sports would support talent development while creating opportunities for young people.
As Nakuru strengthens its sports infrastructure and event calendar, officials are seeking to make sport part of the county’s broader economic development strategy.
The objective is to transform sporting activity into a destination product that benefits athletes, businesses, communities and the wider tourism economy.
By Jefther Simeon Afuyo and Esther Mwangi
