Kenya Tourism Board (KTB) says it will identify areas of collaboration with Kenyan athletes to promote the country as a tourism destination.

KTB CEO, Dr Betty who also congratulated Kenyan athletes for their sterling performance in the just concluded Tokyo Japan Olympics, said athletes have continued to positively profile the country. “Athletes are our destination ambassadors and KTB will be working on a long-term collaborative strategy with athletes to position Kenya as a preferred tourist and investment destination,” says KTB CEO.

Speaking while congratulating Team Kenya, following an outstanding performance at the Tokyo Olympics, Dr Betty said she was proud of the performances the athletes continue to put in noting that the board would continue to work with sportsmen and women who are a pride of the country. KTB CEO has recognized the role that Kenyan athletes have played in raising the destination brand visibility. “We shall continue to involve our athletes in making a pitch for the country as a preferred destination for investment and tourism,”she said.

Kenya emerged the best African nation and 19th globally, after scooping 10 medals – four gold, four silver and two bronze.

Last year, KTB signed up World marathon champion Eliud Kipchoge as Magical Kenya’s brand ambassador, besides exposing other athletes and marathoners to what the country has to offer in terms of tourism.

Dr. Betty said the upcoming World Athletics Championship to be held in Kenya is yet another opportunity to cement Kenya’s position as an athletic powerhouse. The World Athletics Under-20 Championships is set for the 17th -22nd August 2021 at the Kasarani Sports Stadium, Nairobi. The event which had been postponed in 2020 due to the Covid -19 pandemic will be the third international event hosted in the destination in the last five months.

Kenya has selected a team of 43 young athletes who will be participating in various track and field competitions. The team comprises 24 men and 19 ladies as Kenya looks to successfully defend the title they won in Tampere, Finland, three years ago.

“The U 20 championship is a welcomed opportunity as the destination works towards the recovery of tourism activities,” added the CEO.