Kenya plans to diversify its tourism sector beyond traditional wildlife and beach offerings by strongly promoting adventure sports. This strategic move aims to attract new market segments and distribute tourism more widely across the country.

• The Kenya Tourism Board (KTB) announced its initiative to leverage adventure sports like mountain trail running, mountain biking, kite surfing, and skydiving.
• Chief Executive Officer June Chepkemei stated that Kenya is positioning itself as a premier destination for adventure sports, utilizing its diverse landscapes and favorable climate.
• The plan was unveiled during the launch of the Taptengelei Cultural Festival and the fifth Tinderet Barngetuny Mountain Run, scheduled from January 15 to 17 in Nandi County, an event expected to draw over 3,000 runners and more than 10,000 spectators.