Africa's road races are an untapped goldmine for tourism and investment

Kenya’s tourism sector has shown consistent growth in recent years, majorly driven by targeted marketing, diversified offerings and the adoption of digital platforms that have made travel easier and more accessible.

 In 2024, the sector brought in Sh452 billion, up from Sh377 billion in 2023, an equivalent of 19.8 per cent increase, according to the Tourism Research Institute (TRI).

However, this growth remains heavily reliant on traditional tourism pillars: safaris, beaches, and business or conference travel. In 2024, over 70 per cent of the Sh2.4 million international visitors came for these purposes, with leisure and coastal experiences making up the largest share.

But sports tourism continues to lag in potential; an odd mismatch given Kenya’s global dominance in athletics and the success of its athletes on the international marathon circuit. This dominance has not translated into significant visitor numbers for sporting purposes.

According to TRI statistics, most visitors who came for sports-related reasons in 2024 accessed Kenya through border points like Busia, Malaba and Namanga, an indication that the bulk of these travellers were regional rather than international. Sports-related tourism is not yet drawing the volume or value one would expect from a country with such a strong athletic brand. 

Globally, sports tourism is a major contributor to economies. It is estimated to generate around Sh78 trillion annually and is considered one of the fastest-growing segments in the global travel industry. From marathons to motorsport, cities around the world are leveraging sports to attract international visitors, boost local economies, and shape their global image.

The Standard Chartered Nairobi Marathon (SCNM), the largest single-day sporting event in the country, offers a glimpse of the possibilities when sports and the economy intersect. In 2024, it drew over 25,000 participants from 90 countries, with the majority being Kenyans: a testament to strong local enthusiasm and growing global interest in Kenya as a hub for road racing.

SCNM is already accredited by the International Association of Athletics Federations (IAAF) and the Association of International Marathons and Distance Races (AIMS). It is also recognised as a World Road Race by World Athletics. Beyond its global credentials, the marathon plays a crucial role in identifying and nurturing emerging athletic talent, reinforcing Kenya’s reputation as a powerhouse in distance running.

Unlike other elite sports, running does not require expensive equipment or facilities. Kenya’s high-altitude terrain and track record in producing world-class athletes make it uniquely attractive to amateur and professional runners alike.

The global running community is massive; the Kenya Tourism Board estimates there are more than 600 million people worldwide who actively follow or participate in running. Even attracting a small fraction of that number would have significant economic and reputational benefits.

For Kenya to tap into this potential, road races must be treated as more than sporting events. They must be integrated into tourism strategy, infrastructure planning and national branding efforts. That means investing in better logistics, ensuring international standards, building partnerships with global athletics bodies and promoting these events more strategically to international audiences.

According to an independent economic study by Jones & Associates Economics, the 2023 Chicago Marathon contributed Sh 0.7billion ($547 million) to the local economy, out of which the tourism industry saw a Sh22.8billion ($177million) in economic activity directly tied to the race, with 35% of participants being international visitors. It also directly contributed to 3,694 full-time jobs and Sh23.5billion ($182.9 million) in wages and salary income.

Currently, Africa as a continent captures a paltry share of the global sports tourism economy. Kenya, with its track record in athletics , can take the lead in shifting this dynamic. There’s a start. The 21^st Standard Chartered Nairobi Marathon in 2024 injected over Sh383.5 million into Kenya’s economy. Since its inception, it has raised over  Sh850 million to support life-changing programmes across the country.

The goal is not just to host more races, but to position Kenya, and eventually Africa, as a destination for the global running community. We already have the stories, the athletes and the natural setting. What we need is sustained focus, collaboration across sectors, and recognition that sports can be more than competition; they can be an engine for tourism, investment, and global connection.

The writer is Standard Chartered’s Head of Compliance and Local Organising Committee Chairman of the Standard Chartered Nairobi Marathon