The Kenya Tourism Board (KTB) is set to rejuvenate golf tourism in a bid to position the country as a top global golf destination. This renewed focus aims to tap into the high-value golf tourism market, whose travellers spend an average of $3,200 per tri three times more than traditional leisure tourists.
During a Golf Tourism Stakeholders’ forum held in Nairobi, KTB Chairman Francis Gichaba expressed confidence in Kenya’s growing appeal in the global golf tourism space. He pointed to the attention Kenya garnered at the recent International Golf Travel Market (IGTM) in Lisbon, particularly from affluent European markets like Portugal and Germany.
“Kenya is home to some of Africa’s most scenic and challenging golf courses,” Gichaba stated. “We must act swiftly to strengthen our infrastructure, marketing, and strategic partnerships to capture a bigger share of the global market.”
Golf tourism, considered one of the most lucrative travel segments globally, is expanding at an annual rate of 3% to 9% across regions. Golf tourists tend to stay longer and spend more, benefiting sectors such as hospitality, retail, transport, and community enterprises.
KTB CEO June Chepkemei emphasized the importance of offering integrated experiences that combine Kenya’s golf offerings with wildlife safaris and coastal attractions. She stressed that while events like the Magical Kenya Open have elevated the country’s profile, more effort is needed to attract visitors year-round.
“To grow this niche, we must break down access barriers, make golf more inclusive, and develop offerings tailored to youth, women, and multi-generational tourists,” Chepkemei said. She also highlighted digital engagement, sustainability, and community-based programs as pillars for long-term growth.
Chepkemei cited regional integration initiatives such as the Sunshine Development Tour – East Africa Swing as key to creating cross-border travel itineraries and joint marketing efforts.
Kenya’s recognition as Africa’s Best Golf Destination in 2020 underscores the country’s potential in the global golf tourism landscape. With strategic collaboration between the public and private sectors, Kenya is poised to become a leading golf tourism hub.
