Athletics legends in symbolic run for tourism

More than 30 renowned athletes took part in a symbolic run in Eldoret to commemorate Kenya Tourism Week and celebrate the United Nations' Tourism Day. Kipchoge Keino, an iconic figure in athletics, led the event, organized jointly by the Ministry of Tourism, Uasin Gishu county government, and the University of Eldoret. The principal secretary for tourism, Julius Bitok, highlighted the legends as influential marketing tools for promoting the country's sports tourism.

"We decided to have our sports ambassadors be part of this momentous occasion with an aim to profile Kenya as a secure region for sports tourism," Bitok stated. Similarly, Keino emphasized the importance of promoting sports tourism in the country, as numerous tourists visit to witness the home of Champions. "I did something to this Country, let’s encourage sports tourism.

We have a lot to offer in this country in terms of sports," he noted. Leah Malot, in attendance, encouraged young and active athletes to engage in sports tourism as a means of marketing the county and nation as prime destinations, urging them to avoid doping to bring glory to the country through sports tourism. This run aimed to link Eldoret's and North Rift's sporting identity with tourism, culture, community, and the visitor experience, while showcasing the region's tourism attractions beyond traditional wildlife and coastal destinations.

The event is part of the broader Kenya Tourism Week program held in Eldoret from September 21-27, 2026, showcasing the region's potential through sports, culture, conservation, gastronomy, digital innovation, and community experiences. Eldoret, known for its running tradition, serves as a gateway to a wider North Rift tourism circuit, with athletes from around the world attracted to its high-altitude training environment.

The presence of the legends provided an opportunity to celebrate the people behind Kenya's athletics story, as the region already benefits from the allure of its high-altitude training. The week-long program has been designed to encourage visitors to interact directly with destinations, businesses, communities, and local experiences, further emphasizing the potential of the North Rift area as an important region for developing new tourism circuits.