Kenya Airways targets bigger role in sports tourism, says Kamal

Kenya Airways CEO George Kamal with Kenyan golfer Njoroge Kibugu/ HANDOUT 

Kenya Airways is deepening its footprint in the country's growing sports tourism space, with Acting Group CEO George Kamal describing the national carrier as an “enabler” of economic growth rather than just a sponsor.

Speaking during one of the airline’s sports engagements — including its involvement at the 57th Magical Kenya Open at Karen Country Club, Kamal stressed that aviation plays a central role in connecting sport, tourism and trade.

The airline backed pros Justus Madoya and Dismas Indiza at the weekend's DP World Tour, and also has Isaiah Otuke and Jacob Okello on their ranks.

“It’s not about only sponsorship,” Kamal said. “It’s about supporting the whole sector of tourism and specifically the sports tourism.”

Kenya Airways has in recent years attached its brand to multiple international sporting events in the country, from golf and rugby to motorsport and athletics. But Kamal insists the strategy goes beyond visibility.

“When you are coming as a fan or as a player from anywhere in the world, you’re coming on Kenya Airways. We take you from home, we bring you back home,” he said. “You come here, you spend, you see the country.”

For Kamal, sports tourism is not a “hit and run” commercial activity but part of a long-term national growth strategy.

“It’s not just a transaction. It’s a strategic plan,” he explained. “Someone comes today for sport, tomorrow he says, ‘I will come back again, and next time I bring my family.’ That is sustainable growth.”

The airline is also strengthening its tourism value chain through its KQ Holidays platform, offering end-to-end travel packages that combine sport with safari, coastal and cultural experiences.

“How many countries have a national park inside the capital, a coastline and mountains?” Kamal posed. “You have almost four seasons in one country. This is something we have to sell.”

Drawing comparisons with global aviation-driven economies, he noted that national carriers often anchor tourism growth.

“Look at Dubai — Emirates helped build it. Look at Ethiopia — Ethiopian Airlines supports that growth. A national carrier must enable tourism, sports and trade.”

Despite global industry challenges such as aircraft shortages, Kamal remains optimistic about Kenya Airways’ trajectory in the sports tourism ecosystem.

“In five years, we want to be the main enabler of the sports sector in Kenya,” he said. “We want to sponsor more players, support more sports and stand next to Kenya as a brand.”

For the Pride of Africa, sport is not simply a marketing platform — it is a gateway to positioning Kenya as a year-round destination and building sustainable economic momentum through connectivity.