Banking on star power: Kenya turns to Eliud Kipchoge to revive tourism

As Kenya continues to wrestle with the ravages of Covid-19, one economic sector that has been hit the hardest by the pandemic is turning to the country’s brightest sporting stars in the hope of revival.

The tourism industry, one of Kenya’s major revenue earners, is fast grinding to a halt.

According to Tourism Cabinet Secretary Najib Balala, the sector has lost an estimated Sh80 billion since the first case of coronavirus was recorded in the country, translating to a loss of close to two million jobs.

Even more worrying is the projection by the CS that a full recovery is not expected until 2022. 

Even though Kenya opened its airports to international travellers at the start of August, only a trickle of tourists is expected until there is a significant drop in Covid-19 numbers worldwide.

This is not the news Kenyan tourism players, who are heavily reliant on foreign visitors, want to hear, but such are the times and they call for change and innovation.

Sports has long been considered synonymous with Kenya. Sportsmen and women, especially runners, have helped grow the Kenyan brand globally, even though they are rarely credited.

And so it was quite refreshing on Saturday to see high-level officials from the Ministry of Wildlife and Tourism standing patiently by the Mara River, at the world-renowned Maasai Mara National Reserve, waiting for a guest who turned out to be none other than the world marathon record holder and Olympic champion.

Eliud Kipchoge, accompanied by his family, arrived at Hippo Point in the Mara to the warm welcome of midday savannah sun and the glare of Kenyan and international media. 

As soon as he stepped out of his tourist car, one could touch the air of reverence as Mr Balala introduced him to his team.

Even journalists momentarily paused as they were swallowed by his presence.

As always, Kipchoge was a man on mission. On a weekend that he was expected to be defending his Olympic title in Japan, the world had conspired to send him on another equally formidable challenge — to save Kenyan tourism.

The Kenya Tourism Board recently named Kipchoge as its Magical Kenya brand ambassador as it aims to tap into his global mega appeal to draw visitors to come savour Kenya’s both natural and cultural attractions.

Although Kenya has always used sports to promote the country, this is its rockstar moment.

Kipchoge’s mission is to promote the magic of Kenya to both local and international tourists as the sector seeks long term recovery measures to mitigate the damage wrought by the Covid-19 pandemic.

It’s a six-month engagement that everybody at the Kenya Tourism Board fully appreciates its significance.

KTB chief executive Betty Radier is grateful to Kipchoge for his willingness to take up the role and she hopes this is something that can continue beyond the current agreed period.

President Kenyatta  has also thanked Kipchoge for choosing to represent Kenya, calling it an act of patriotism.

The humble star understands the responsibility thrust on his hands and was quick to  encourage Kenyans to visit tourist destinations, saying the virus should not limit their travels as long as they take the required precautions.

In a live video link with President Kenyatta at the Mara, Kipchoge said he was grateful for the opportunity and that he would do his best to promote the country as a top travel destination.

Meanwhile, CS Balala has said his ministry is looking to fully activate sports tourism as the country seeks to widen its attractions.

The CS said the expected World Athletics Under-20 Championships and the Kip Keino Classic (World Athletics Intercontinental Tour) expected later in 2021 in Nairobi are some of the major events that the country will use as an entry point into the world of sports tourism.

The return of the Safari Rally to the WRC calendar, the Magical Kenya European Tour golf, as well regional rugby events are the other areas that Kenya is seeking to tap into to grow its tourism portfolio.