Ministry of Tourism and Wildlife, through the Kenya Tourism Board (KTB), has signed a landmark partnership with the Football Kenya Federation (FKF) to promote Kenya as a premier sports and tourism destination.

Speaking during the MOU ratification ceremony held in Nairobi, Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, hailed the collaboration as a strategic step towards integrating sports and tourism, to grow the economy and market Kenya globally.

“We are witnessing the harmonious convergence of two great forces sports and tourism, football brings us together, unites Kenyans across all divides and offers a unique opportunity to showcase our country’s rich packages in tourism. This partnership will promote both our national teams and our tourism destinations, “Ms Miano said.

The cabinet secretary noted that the agreement comes at an opportune time as the country rides on a successful football season and a vibrant tourism peak period.

“The ongoing CHAN (African Nations Championship) tournament has placed Kenya on the global map,” she said, adding that events of such magnitude are key in boosting hospitality, transport, and retail sectors.

She commended Harambee Stars for their recent performance and extended best wishes in upcoming matches, highlighting how national pride through sports aligns with Kenya’s tourism brand.

Football Kenya Federation President, Hussein Mohammed described the partnership as a “joint venture between two big brands” that will not only support the football ecosystem but also boost domestic and international tourism.

“Football has a passionate following and continues to ignite excitement across the country, by partnering with the Ministry of Tourism and KTB, we are leveraging this popularity to stimulate local travel, promote destinations, and support our teams,” Mohammed said.

He emphasised the impact of local football on domestic tourism, citing how matches encourage inter-county travel, increase hotel occupancy and attract fans to unexplored tourist sites.

“This partnership is a game-changer. It will grow football and enhance the tourism experience,” he added.

The FKF president further acknowledged the government’s commitment to sports development, appreciating President William Ruto’s fulfilment of his Ksh1 million pledge to each Harambee Stars player and technical bench member.

KTB CEO June Chepkemei reaffirmed the agency’s readiness to work closely with FKF and all stakeholders to harness the economic potential of sports tourism.

“Tourism is not just about scenic destinations. It’s also about economic empowerment, 80 per cent of workers in hospitality are youth, and this initiative opens new opportunities for jobs, entrepreneurship, and creativity,” she said.

The partnership is expected to scale-up domestic tourism, build local and international football talent visibility, and contribute to the growth of Kenya’s creative economy.

The event came just a day before Harambee Stars’ anticipated CHAN fixture, with stakeholders urging Kenyans to rally behind the national team both physically at the stadium and virtually via broadcast platforms.

The partnership highlights the government’s commitment to leveraging talent and innovation to drive economic transformation through strategic sector linkages.

• A Tell Media / By KNA report / By Naif Rashid and Kamau Daniel

Hussein Mohammed (FKF President), CS Rebecca Miano (Tourism & Wildlife), and KTB CEO June Chepkemei (From Left to Right) pose for a photo during the FKF and Tourism Ministry signing of MOU at NSSF Building, Nairobi on August 6, 2025.