Tourism principal secretary Julius Bitok with other athletes during the run in Eldoret on September 26, 2026/COURTESYMore than 30 athletics legends on Friday took part in a symbolic run in Eldoret as Kenya stepped up efforts to use the country’s rich sporting heritage to promote tourism.
The run brought together more than 30 athletics legends who once dominated the global stage and was held as part of this year’s Kenya Tourism Week and to mark World Tourism Day.
Athletics icon Kipchoge Keino led the run, which was jointly organised by the Ministry of Tourism, Uasin Gishu County Government and the University of Eldoret.
Tourism PS Julius Bitok, who flagged off the event, said the participation of the legends would help market Kenya as a destination for sports tourism.
“We decided to have our sports ambassadors be part of this momentous occasion to profile Kenya as a secure region for sports tourism,” Bitok said.
Keino called for greater investment in sports tourism, saying Kenya had much to offer visitors beyond its traditional wildlife and coastal attractions.
“I did something for this country; let’s encourage sports tourism. We have a lot to offer in this country in terms of sports,” Keino said.
He said the country’s sporting success had already attracted visitors interested in experiencing the environment that has produced some of the world’s greatest athletes.
Keino also urged young people to use sport to attract tourists and showcase Kenya’s achievements on the global stage.
Former athlete Leah Malot challenged young athletes to embrace sports tourism as a way of marketing Uasin Gishu and Kenya as leading destinations.
She also cautioned athletes against doping, saying maintaining integrity in sport was important if they were to bring glory to the country and contribute to sports tourism.
The run was conceived to connect Eldoret and the wider North Rift’s sporting identity with tourism, culture, communities and visitor experiences.
Organisers said the event also sought to profile tourism attractions in the region while showcasing a tourism menu beyond the traditional wildlife and coastal circuits.
Athletics has increasingly become part of Kenya’s tourism identity, with Eldoret and the North Rift attracting athletes, coaches, sports enthusiasts and visitors interested in experiencing the environment and culture associated with the country’s sporting success.
The region is internationally known for its running tradition and serves as a gateway to a wider North Rift tourism circuit that includes high-altitude training camps, sporting facilities, cultural experiences, landscapes and local communities.
The Kenya Tourism Week programme, running from September 21 to 27, is showcasing the region’s potential through sports, culture, conservation, gastronomy, digital innovation and community experiences.
Tourism authorities have identified the North Rift as an important region for developing new tourism circuits beyond Kenya’s traditional destinations.
The presence of the athletics legends also provided an opportunity to celebrate the people behind Kenya’s success on the global athletics stage, while highlighting the potential of their legacy to attract visitors to the region.
