Kenya plans to leverage the power of sports to diversify and boost its tourism sector, moving beyond traditional wildlife and beach offerings. This initiative aligns with the nation's sporting prowess and aims to attract more international visitors.

• 2.4 million foreign visitors in 2024, making tourism a major source of foreign exchange.
• Cabinet Secretary in the Ministry of Tourism and Wildlife Rebecca Miano announced the strategy.
• The Kenya Tourism Board (KTB) partnered with the Football Kenya Federation, with the ongoing 2024 CAF African Nations Championship offering a significant platform.