The Kenya Tourism Board (KTB) has announced a renewed focus on golf tourism as part of a bold strategy to position the country as a premier global golf destination.
KTB is banking on strategic partnerships, infrastructure development, and targeted marketing to unlock the golf tourism sector potential.
Golf travelers are among the highest spenders in the tourism industry, averaging $3,200 per trip, which is three times more than traditional leisure tourists.
Speaking during a Golf Tourism Stakeholders’ Forum held in Nairobi, KTB Chairman Francis Gichaba emphasized the untapped potential of Kenya’s golf tourism sector.
He cited growing in the international interest and the country’s world-class golf courses as key assets.
Recently, during the International Golf Travel Market (IGTM) in Lisbon, Kenya attracted notable attention from affluent markets like Portugal and Germany.
“Kenya is home to some of Africa’s most spectacular and challenging courses. We’ve already witnessed increased buyer interest in premium golf-safari packages,” he said.
“The global market is expanding, and as a destination we must move swiftly to claim a bigger share by investing in infrastructure, marketing, and collaborative strategies.”
Gichaba emphasized the importance of coordinated efforts between the public and private sectors, pointing out that joint initiatives and investments in golf tourism infrastructure and marketing as key to elevating Kenya’s international competitiveness.
Golf tourism is among the highest-yield segments within the global travel sector with its market value expanding at annual rates of 3 percent to 9 percent across regions.
Golf tourists not only spend more but also stay longer and disperse their benefits across multiple sectors including hospitality, transportation, retail and community enterprises.
The forum brought together key stakeholders including golf facility managers, tour operators, and hospitality players, who resolved to form working groups to coordinate action and reignite the Kenya Golf Marketing Alliance (KGMA).
The alliance will spearhead collaborative efforts in product development, international positioning, and marketing.
KTB CEO June Chepkemei underscored the importance of innovation in creating distinct golf experiences that integrate Kenya’s wildlife, coastal attractions, and cultural offerings.
“Kenya holds a strong position with its combination of world-class golf courses, wildlife safaris, and coastal attractions. Events like the Magical Kenya Open have provided great exposure, but we must build on that momentum to attract year-round traffic,” said Chepkemei.
She added that the sector must also focus on inclusivity by developing products for women, youth, and multi-generational travelers.
Enhancing digital presence, embracing sustainability, and supporting community-driven initiatives were also cited as crucial to long-term success.
Chepkemei further pointed to regional integration as a key growth area, referencing the Sunshine Development Tour – East Africa Swing as a platform for cross-border cooperation and joint marketing of multi-destination golf experiences.
Kenya’s recognition as Africa’s Best Golf Destination in 2020 was cited as proof of the country’s strong foundation and international appeal in the niche segment.
