From today through the end of August 2025, the eyes of the continent and the world at large will be firmly fixed on East Africa as Kenya, Tanzania, and Uganda come together to co-host the 2024 African Nations Championship (CHAN). 

In what will be the first joint hosting by these East African Community member states, the tournament, running from August 2 to 30, 2025, will showcase not only outstanding football talent but also the immense potential of the East African region as a global sports tourism destination. 

Sports tourism is rapidly becoming a cornerstone of global travel and economic development.  

According to UN Tourism, sports tourism accounts for approximately 10 per cent of total worldwide tourism spending, with projections indicating growth of 17.5 per cent by 2030. 

Football alone commands almost a third (30.97 per cent) of the global sports tourism market share, according to data from the World Tourism Forum Institute.  

This statistic underscores the transformative power of football as a magnet for visitors and revenue streams, and the vast potential it holds for the East African region’s economic growth and global visibility. 

The tournament’s co-hosting arrangement is emblematic of deeper regional collaboration, reflecting the vision of the East African Community (EAC) to reposition the region as a vibrant, unified sports and tourism powerhouse.  

The EAC’s branding campaign, “Visit East Africa: Feel the Vibe,” aims to attract 11 million international arrivals by 2027.  

The CHAN tournament aligns with this vision, offering not just football matches but a comprehensive experience of East Africa’s diverse landscapes, cultural richness, and hospitality. 

Beyond regional enthusiasm, the prospects for international visitor numbers from across Africa and beyond are equally promising.  

The 2025 Expedia Group’s Sports Tourism Study reveals that nearly 44 per cent of global sports fans travel internationally for events, with even higher enthusiasm, 56 per cent, among young fans aged 16 to 34. 

Moreover, the average trip expenditure surpasses USD1,500 per person, and a sizeable portion of attendees venture beyond the primary host cities, enabling widespread economic impact. 

For Kenya, this means an influx of visitors immersing themselves not only in football but also experiencing tourism sites across the country.  

Such visitors serve as ambassadors, sharing stories of the destination’s welcoming spirit and rich attractions well beyond the tournament.  

The writer is the Chief Executive Officer of the Kenya Tourism Board