Kenya’s preparations to host major international sporting events are expected to drive growth in domestic air travel, creating new opportunities for airlines, tourism operators and local businesses.
fly748.com has identified the 2027 Africa Cup of Nations (AFCON) and the 2029 World Athletics Championships as key opportunities to attract international visitors, improve air connectivity and stimulate tourism-related economic activity across the country.
Speaking on the sidelines of the 16th Magical Kenya Travel Expo (MKTE) in Nairobi, fly748.com Head of Scheduled Services, George Oduor, said sports tourism was emerging as an important driver of growth for Kenya’s travel industry.
“Sports tourism is emerging as an important growth opportunity for Kenya’s travel industry. Major sporting events attract athletes, fans, officials, sponsors and business delegations, generating demand for air travel, accommodation and other tourism services,” Oduor said.
He noted that reliable air connections between major cities and tourist destinations would be essential in maximising the economic benefits of the events as Kenya strengthens its position as a destination for sports, leisure and business travel.
“As demand grows, domestic airlines have an important role to play in making it easier for visitors to travel across the country and experience more of what Kenya has to offer beyond the sporting events themselves,” he added.
Oduor said the anticipated increase in visitor numbers highlighted the importance of dependable domestic air services in encouraging travellers to explore destinations beyond Nairobi.
fly748.com currently operates scheduled passenger flights from Jomo Kenyatta International Airport (JKIA), Terminal 2, in Nairobi to Mombasa and Ukunda/Diani, providing access to two of Kenya’s leading coastal tourism destinations.
The airline is also exploring opportunities to expand its domestic and regional network in response to market demand and changing travel needs.
Oduor said major sporting events could also stimulate domestic tourism by encouraging Kenyans to attend competitions, visit other parts of the country and support local enterprises.
“Domestic tourism is an equally important part of this opportunity. Sporting events can encourage Kenyans to travel across the country, support local businesses, and discover destinations they might not otherwise visit,” he said.
He added that accessible air services could make domestic journeys more convenient while connecting tourism operators and communities to new markets.
The anticipated growth in sports tourism comes amid strong performance in Kenya’s tourism sector. Tourism Cabinet Secretary Rebecca Miano reported that the country received approximately 2.7 million international visitors in 2025, generating an estimated Sh500 billion in tourism earnings. Domestic tourism recorded approximately 5.2 million bed-nights during the same period.
The government is targeting 5.5 million international visitors by 2028, supported by investments in infrastructure, destination marketing, digital transformation and diversification of tourism products.
Tourism Principal Secretary, Ambassador Professor Julius Bitok also highlighted the opportunities presented by the upcoming sporting calendar, noting that Kenya and its regional neighbours, particularly Uganda and Tanzania, stood to benefit from increased visitor numbers.
He said preparations for AFCON had prompted discussions among stakeholders on accommodation, infrastructure and the capacity to host large numbers of visitors.
Meanwhile, Kenya’s successful bid to host the 2029 World Athletics Championships is expected to further raise the country’s international tourism profile and strengthen its reputation as a destination for major sporting events.
By Michael Omondi
