Kenya Turns to Sport to Market Country as Three Major Hosting Tests Approach

NAIROBI – Kenya plans to use its international sporting profile to promote tourism, investment and the country abroad, Prime Cabinet Secretary and Foreign and Diaspora Affairs Cabinet Secretary Musalia Mudavadi has told members of the diplomatic community.

Mudavadi’s remarks were delivered by Joseph Busiega, Chief of Staff in the Office of the Prime Cabinet Secretary, at the 2026 Annual Diplomatic Golf Day in Nairobi.

Mudavadi said Kenya’s achievements in athletics, football and rallying, together with its growing role in hosting international sporting events, provided opportunities to showcase the country’s talent, tourism and investment opportunities.

He cited the Safari Rally, Kenya’s participation in continental football and Nairobi’s hosting of the 2029 World Athletics Championships.

Diplomats urged to promote golf tourism

Mudavadi also encouraged members of the diplomatic community to experience Kenya’s golf courses as part of efforts to promote golf tourism.

He said sport and diplomacy both provided opportunities to build relationships and partnerships.

The annual Diplomatic Golf Day brought together 188 golfers, including serving and retired ambassadors, officials from the Ministry of Foreign and Diaspora Affairs, corporate executives and other guests.

Dean of the Diplomatic Corps Ambassador Beyene Russom and Ambassador Josphat K. Maikara, Director General for Political and Diplomatic Affairs, attended the event.

Job Karimi was the overall winner with 42 points.

Daniel Gathuo won the men’s category with 40 points, while Nirav Shah was the men’s runner-up with 39 points.

Isabel Wanjohi won the ladies’ category with 39 points, with Nelius Kariuki finishing as runner-up on the same score.

In the diplomat category, Daisy Mumbi was the overall winner with 35 points. Ambassador S. K. Maina won the diplomat men’s category with 32 points, while Damaris Opemi won the diplomat ladies’ category with 30 points.

Nairobi confirmed for 2029 World Athletics Championships

Nairobi’s hosting of the 2029 World Athletics Championships is now confirmed.

World Athletics announced on 15 September that Nairobi had been selected to host the championships, making it the first African city to stage the event.

Nairobi’s bid defeated London and Rome for the 2029 edition.

World Athletics president Sebastian Coe described the Nairobi bid as “compelling and emotional”.

The event is expected to require significant public investment, with reports putting the government’s budget at about US$78 million.

Nairobi will also become the highest-altitude city to host the championships.

The city’s hosting preparations will be closely linked to the development of venues and wider event infrastructure.

Safari Rally faces funding questions

Kenya’s position in the World Rally Championship also remains an issue.

The Safari Rally’s hosting agreement with the WRC ended with the March 2026 edition.

President William Ruto said during this year’s rally that the government would no longer fund the event from public resources and that the private sector would be expected to take over.

Daily Nation reported that Kenya had until 15 September to meet financial conditions set by the WRC Promoter and the FIA.

The newspaper also reported outstanding amounts of more than Sh602 million for 2025 and a Sh720 million fee for 2026.

The status of the reported payments and whether Kenya will feature on the 2027 WRC calendar had not been confirmed at the time of publication.

AFCON 2027 preparations continue

Kenya is also preparing to co-host the 2027 Africa Cup of Nations with Uganda and Tanzania.

The tournament is scheduled for 19 June to 17 July 2027.

Kenya’s proposed venues include the Moi International Sports Centre in Kasarani and Talanta Sports City, which has a planned capacity of 60,000 spectators.

Kenya, Uganda and Tanzania jointly hosted the African Nations Championship in August 2025.

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Venue readiness remains a major issue.

A Confederation of African Football inspection in March found that none of the proposed venues across the three host countries met all the required standards.

BBC Sport Africa reported this week that CAF president Patrice Motsepe had urged the three countries to accelerate preparations.

Kasarani is also among the facilities intended for the 2029 World Athletics Championships.

Sport and tourism

Kenya’s tourism sector recorded growth in 2025.

The Ministry of Tourism and Wildlife reported about 2.7 million international visitors during the year, an increase of 9% from 2024, while tourism earnings reached about Sh500 billion.

The Kenya National Bureau of Statistics reported an 11% increase in international tourist arrivals during the first quarter of 2026.

Sport is one of the sectors the government is seeking to use to increase the country’s international visibility and attract visitors.

Golf is part of that strategy.

The Magical Kenya Open has been part of the DP World Tour since 2019. The 2026 tournament was held at Karen Country Club with a US$2.7 million prize fund.

The tournament dates back to 1967.

Three major events ahead

Kenya now has three major sporting developments on its international calendar: the Safari Rally, the 2027 Africa Cup of Nations and the 2029 World Athletics Championships.

Mudavadi told diplomats that these events, together with Kenya’s established sporting reputation, could be used to promote the country and strengthen international partnerships.

The government’s focus will now include preparations for the events, venue readiness, financing and the participation of private-sector partners.

For the diplomatic community, Mudavadi’s message was that sport should form part of Kenya’s broader engagement with international partners, alongside its traditional diplomatic and economic activities.