County bets on sports and talent to drive tourism, economic growth
JANE NGUGI AND JEFTHER AFUYO-KNA
The County Government of Nakuru is betting on sports and talent development to drive tourism, youth empow erment and create economic opportunities.
The devolved unit’s administra tion said it will continue to invest in modern sporting facilities to enhance sports tourism, develop talent, create employment and business opportunities linked to sporting events.
Chief Officer for Economic Planning Dr Victor Achoka indi cated that proper facilities will promote sports tourism, one of the fastest-growing segments of the global tourism industry adding that international travelers are increasingly seeking destina tions where they can combine their love of sport with immersive travel experiences.
He noted that Nakuru County has strengthened its position as a leading sports tourism destination after successfully hosting the 17th edition of the Prinsloo Sevens, a premier rugby tournament that attracted thousands of fans, more than 40 men’s and women’s teams, corporate sponsors and visitors from across East Africa.
“Visitors from around the country gathered in Nakuru not only to witness one of the most competitive rugby tournaments but also to experience the county’s unique tourism offerings from our national parks and conservancies to our vibrant culture and cuisine,” stated Dr Achoka.
He added, “The event demon strates what can be achieved when we harness the power of sport to tell Nakuru’s story to the world.”
The annual tournament, held at the Nakuru Athletics Club, is one of Kenya’s flagship rugby competitions and serves as the opening leg of the 2026 Kenya Rugby Union (KRU) SportPesa National Sevens Circuit.
Dr Achoka said hosting such events aligns with the county’s strategy of using sports to stim ulate tourism, attract investment and create income opportunities for local businesses.
He noted that Sports Tourism is firmly embedded within the National Tourism Strategy 2025 2030 as a high impact growth segment designed to diversify markets, attract higher spending visitors and encourage longer stays.
“We are intentional about converting sporting visibility into tourism value. Each visiting athlete and fan becomes a poten tial ambassador.
The cumulative effect is sustained nationwide vis ibility, strengthened destination appeal and measurable economic impact,” stated the official.
The tournament attracted over 40 teams competing in the men’s, women’s and lower division cate gories, drawing thousands of fans yielding a windfall to the hos pitality industry, food vendors, transport providers and other businesses within Nakuru City.
The Main Cup title was won by KCB Rugby Club after defeating Kabras Sugar 19-12 in an enter taining final, while Mwamba Ladies emerged champions in the women’s competition after overcoming Kiambaa to continue their impressive form.
Dr Achoka noted that major sporting events are increasingly becoming important economic drivers by attracting visitors who spend on accommodation, food, entertainment and transport, creating additional income for local enterprises while enhancing Nakuru’s profile as a destination for national and regional events.
According to the Kenya National Bureau of Statistics (KNBS) Economic Survey 2025, the accom modation and food services sector continues to recover alongside increased domestic and interna tional tourism, with sporting and conference events contributing significantly to visitor arrivals and local business revenues.
The Kenya Tourism Board (KTB) identifies sports tourism as one of the fastest-growing niche tourism markets, noting that international and national sporting competitions help diversify tourism products while increasing visitor spending beyond traditional wildlife attractions.
Globally, the United Nations World Tourism Organization (UN Tourism) estimates that sports tourism accounts for about 10 per cent of global tourism expenditure, making it one of the fastest-growing segments of the tourism industry.