The Kenya Tourism Board (KTB) will spearhead the revitalization of golf tourism in Kenya to position Kenya as premier global golfdestination.
Consequently, the tourism marketing agency will focus on integration, and strategic partnerships to position the country as a premier global golf destination.
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 convened in Nairobi, KTB Chairman Francis Gichaba expressed confidence in Kenya’s potential to gain a stronger foothold in global golf tourism.
He cited the growing international interest seen at recent events such as the International Golf Travel Market (IGTM) in Lisbon, where 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. 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 remarked.
He 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% to 9% 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.
During the forum which brought together golf facility owners, tour operators, and other industry stakeholders, the stakeholders resolved to work collaboratively through the formation of specialized working groups. A key priority will be the re-energizing of the Kenya Golf Marketing Alliance (KGMA), a multi-stakeholder platform that brings together players from the private sector, tourism bodies, and golf facility managers to drive coordinated marketing, product development, and international positioning of Kenya’s golf tourism offering.
KTB CEO June Chepkemei echoed the call for accelerated action, urging the need to create innovative, integrated experiences that distinguish Kenya as a unique golf destination. She noted that Kenya holds a strong position with its combination of world-class golf courses, wildlife safaris, and coastal attractions.
“Golf travelers are among the highest spenders in the tourism industry, averaging almost three times more than traditional leisure tourists. 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 further highlighted the need to address barriers to access, reframe golf as an inclusive sport, and develop products that cater to emerging segments such as youth, women, and multi-generational travelers. Digital engagement, sustainability, and community-based programs, she added, are essential to long-term growth.
The KTB CEO also emphasized regional integration as a strategic opportunity, pointing to the ongoing Sunshine Development Tour – East Africa Swing as a promising avenue for cross-border collaboration providing the opportunity to create multi-destination itineraries and joint marketing campaigns.
The recognition of Kenya as Africa’s Best Golf Destination in 2020, highlights the immense potential and appeal of Kenya’s potential in the niche segment