Kenya is setting its sights on a new class of high-value tourists, golfers. The Kenya Tourism Board (KTB) is leading a bold push to position the country as Africa’s next premier golf tourism destination, leveraging its scenic, world-class courses and unique luxury experiences to tap into the lucrative global golf travel market.

Speaking during a high-level stakeholders’ forum at Nairobi’s Kempinski Hotel on Friday, KTB Chairperson Francis Gichaba said the board is keen to unlock golf’s untapped potential in boosting both domestic and international tourism.

“Golfers are not just tourists, they are premium spenders,” Gichaba emphasized. “Our data shows that an average golf tourist spends over $3,000 per visit and stays longer than the average visitor. This presents a golden opportunity for Kenya to significantly grow its tourism revenue.”

Gichaba noted that Kenya boasts numerous scenic and professionally challenging golf courses across different regions, from highland to coastal locations. He urged stakeholders to begin viewing golf as a serious and profitable tourism product.

KTB Chief Executive Officer June Chepkemei announced that the board will build on existing golf events such as the Magical Kenya Open, elevating them into high-profile global tournaments. She said KTB will now take a more active role in promoting such events alongside the Ministry of Sports.

“We have also resolved to support and elevate the Magical Kenya Open with KTB playing a more active role in terms of promoting the event in collaboration with the Ministry of Sports, handling it as a sporting event,” Chepkemei said.

The stakeholders’ meeting focused on mapping Kenya’s strengths and weaknesses in the golf tourism landscape. Key issues raised included limited infrastructure in some golf clubs, a lack of international-standard courses to rival countries like Thailand, and inadequate incentives for clubs and players.

There was unanimous support for reviving the Kenya Golf Marketers Association (KGMA) to serve as a specialised platform for promoting golf tourism. Stakeholders also called for tax incentives, especially for golf tourists travelling with equipment through airports.

With its unmatched landscapes, hospitable climate, and growing sports infrastructure, Kenya is now poised to convert the global love for golf into a key economic driver if the public and private sectors can work hand in hand.