Kenya Tourism Board (KTB) has announced that it will identify areas of collaboration with Kenyan athletes in a bid to promote the country as a tourism destination.

KTB CEO Dr Betty Radier, while congratulating Kenyan athletes for their sterling performance in the just ended Tokyo Olympics, said the athletes have continued to uplift the country’s profile.

“Athletes are our destination ambassadors and KTB will be working on a long-term collaborative strategy with athletes to position Kenya as a preferred tourist and investment destination,” said Dr Radier.

She expressed her pride in their performances at the games in Japan saying the KTB board will continue to work with sportsmen and women to promote a positive image of the country.

“Once again our athletes have proven to be our best ambassadors by ensuring our flag flies high during the Olympics. It was such a proud moment to hear our National Anthem being played over and over at the Olympic stadium with our flag being hoisted high. As KTB Board we are so proud of our athletes and congratulate them on their achievements,” she said.

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Faith Kipyegon. PHOTO/COURTESY

Dr Radier said they recognize the role the athletes play in raising the destination brand visibility.

“We shall continue to involve our athletes in making a pitch for the country as a preferred destination for investment and tourism,” she added.

Kenya emerged the best African nation and 19th position globally, after scooping 10 medals – four gold, four silver and two bronze in Japan.

Last year, KTB signed up World marathon champion Eliud Kipchoge as the Magical Kenya brand ambassador while exposing other athletes and marathoners to what Kenya offer in tourism.

Dr Radier indicated that the upcoming World Athletics Championship scheduled to be held in Kenya is yet another opportunity to cement Kenya’s position as an athletics powerhouse.

The World Athletics Under-20 Championships, which was postponed in 2020 due to the Covid -19 pandemic, is slated for August 17 -22, 2021 at the Kasarani Sports Stadium, Nairobi.

The event will be the third international event hosted in Kenya in the last five months.

Kenya has selected a team of 43 young athletes who will be participating in various track and field competitions and comprises of 24 men and 19 women as Kenya seeks to defend the title she won in Tampere, Finland three years ago.

“The U 20 championship is a welcomed opportunity as the destination works towards the recovery of tourism activities,” added the CEO.