Kenya’s preparations to host major international sporting events are creating fresh opportunities to grow sports tourism, with fly748.com highlighting the potential for increased domestic travel and stronger connections to the country’s leading tourist destinations.
The 2027 Africa Cup of Nations (AFCON) and the 2029 World Athletics Championships are expected to draw international athletes, supporters, officials, sponsors and business delegations, creating demand for transport, accommodation and tourism experiences.
George Oduor, Head of Scheduled Services at fly748.com, said domestic aviation would be important in helping visitors travel conveniently across Kenya during the events.
“Major sporting events attract athletes, fans, officials, sponsors and business delegations, generating demand for air travel, accommodation and other tourism services,” said Oduor.
He made the remarks on the sidelines of the 16th Magical Kenya Travel Expo (MKTE), where the anticipated growth in visitor numbers highlighted the need for reliable domestic air services.
According to Oduor, connecting major cities with tourism destinations would allow visitors to extend their stays and explore attractions beyond the sporting venues.
fly748.com operates scheduled flights from Nairobi’s Jomo Kenyatta International Airport (JKIA), Terminal 2, to Mombasa and Ukunda/Diani, offering access to Kenya’s coastal tourism circuit. The airline continues to explore opportunities to expand its domestic and regional network as demand develops.
Beyond international visitors, Oduor said the events could encourage more Kenyans to travel domestically, attend matches and competitions, and discover destinations across the country.
He added that increased domestic mobility could support tourism operators, local businesses and communities while opening new markets for tourism services.
Kenya’s tourism sector is entering this opportunity from a position of growth. Tourism Cabinet Secretary Rebecca Miano reported that the country welcomed approximately 2.7 million international visitors in 2025, generating an estimated KSh 500 billion in tourism earnings. Domestic tourism recorded approximately 5.2 million bed-nights.
The government has set a target of 5.5 million international visitors by 2028, backed by investments in infrastructure, destination promotion, digital transformation and tourism diversification.
Tourism Principal Secretary Ambassador Professor Julius K. Bitok has identified further opportunities for regional tourism, particularly for Kenya and its neighbours Uganda and Tanzania.
As AFCON preparations prompt discussions on accommodation, infrastructure and visitor capacity, Kenya’s successful bid to host the 2029 World Athletics Championships offers another opportunity to showcase the country internationally and build its reputation as a leading sports tourism destination.
