The Eldoret symbolic run brought athletics legends together to promote sports tourism during Kenya Tourism Week.
The symbolic run during Kenya Tourism Week highlighted Eldoret and the North Rift as destinations for sporting, cultural and community experiences.
More than 30 athletics legends, led by Kipchoge Keino, took part in a symbolic run in Eldoret on Saturday to promote sports tourism and celebrate Kenya’s athletics heritage.
The event was organised jointly by the Ministry of Tourism, the Uasin Gishu County Government and the University of Eldoret. It formed part of Kenya Tourism Week and also marked UN Tourism Day.
Tourism Principal Secretary Julius Bitok flagged off the run, which brought the region’s sporting reputation into a wider campaign to showcase visitor experiences beyond Kenya’s established wildlife and coastal attractions.
Athletics legends back tourism campaign
Bitok said involving celebrated athletes would help position Kenya as a sports tourism destination. He described their participation as an opportunity to use the country’s sports ambassadors to promote Kenya as a secure destination for visitors interested in sport.
Keino called for stronger promotion of sports tourism, pointing to the opportunities offered by Kenya’s sporting heritage. He noted that visitors were already travelling to the country to experience the places associated with its champions.
The athletics icon also encouraged young people to recognise the role sport can play in attracting tourists. His message placed athletes at the centre of efforts to connect Kenya’s international sporting reputation with experiences visitors can enjoy locally.
Former athlete Leah Malot similarly urged young and active competitors to get involved in promoting Uasin Gishu and the country through sports tourism. She also cautioned athletes against doping.
Showcasing the North Rift beyond competition
The run was designed to link the sporting identity of Eldoret and the wider North Rift with tourism, culture and community experiences. Organisers sought to highlight both the region’s athletics heritage and the attractions available to people visiting it.
They said athletics was increasingly helping to define destinations and draw a range of visitors, including athletes, coaches and sports enthusiasts. That interest extends beyond competition to the environments and cultures associated with sporting achievement.
Eldoret serves as a gateway to a wider North Rift tourism circuit encompassing training camps, sporting facilities, landscapes, cultural activities and local communities. Tourism authorities have identified the region as an important area for developing circuits outside Kenya’s traditional destinations.
The region’s reputation as a training destination already attracts athletes from different parts of the world who want to experience its high-altitude training environment.
Tourism Week highlights regional experiences
The Eldoret programme for Kenya Tourism Week ran from September 21 to 27. Its activities showcased sports alongside culture, conservation, gastronomy, digital innovation and community experiences, presenting a broader picture of what the region offers visitors.
The participation of athletics legends also created an opportunity to recognise the people behind Kenya’s sporting achievements. By bringing those figures into the tourism programme, organisers connected the celebration of past success with efforts to develop the region’s appeal to visitors.
