Kenya is targeting to attract about 200,000 adventure travellers in the next five years as it unveils Magical Kenya Mountain and Trail Series.
The series that kicked off today with a 5-day long hike forms part of the country’s broader strategy to diversify its tourism product portfolio and increase revenue by tapping into the fast-growing global adventure tourism market, which was valued at approximately $804 billion in 2024.
Speaking at the launch of the first leg of the series on Monday in Nyahururu, Laikipia County, the Head of Public Service, Felix Kosgei, emphasized the importance of diversifying Kenya’s tourism offerings beyond traditional safaris.
He noted that tourism remains one of the key pillars of the country’s economy with the sector attracting 2.4 million visitors in generating over Ksh 350 billion in revenue in 2024. Kosgei added that initiatives like the Magical Kenya Mountain and Trail Series aim to grow these figures further by focusing on adventure and mountain tourism. “Through these efforts, we seek not only to attract more international visitors but also to promote local tourism and create economic opportunities for the communities involved,” he said.
The series, dubbed the Heritage Trails Expedition & Barngetuny Run, is being organized in collaboration with Athletics Kenya (AK) and aims to position Kenya as a premier destination for adventure and sports tourism.
The five-day event encompasses a diverse range of activities, including hiking, biking, cultural immersions, and farm tours across five counties—Laikipia, Elgeyo Marakwet, Uasin Gishu, Baringo, and Nandi. It will culminate with the Barngetuny Run on January 18th in Nandi County.
Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, expressed her excitement about the event, which she described as an exceptional opportunity to explore Kenya’s hidden gems while promoting new tourism pathways. “It is gratifying to witness what we launched last December with Athletics Kenya come to life,” Miano remarked. “This inaugural series promises to be a truly memorable experience as we traverse unique terrains and immerse ourselves in the rich and diverse cultures of the participating counties.
We anticipate hosting more adventure enthusiasts and nature lovers, both local and international, who will join us in celebrating Kenya’s beauty through hiking, biking, farm tours, and tea and coffee tastings.”
Miano further elaborated on the key goals of the series, which include fostering cultural exchange, ensuring the sustainability of tourist destinations, and empowering local communities economically. “Visitors will embark on a journey that bridges modern life and Kenya’s deep cultural roots, offering a unique opportunity to connect with people and places in a meaningful way. This series underscores our commitment to sustainable tourism and cultural preservation while creating new avenues for economic development,” she added.
Athletics Kenya President, Lt. Gen. (Rtd) Jackson Tuwei, noted that the event is an excellent platform to showcase Kenya’s global reputation as a sports tourism destination. “As a federation, we see the Heritage Trails Expedition & Barngetuny Run as a golden opportunity not only to promote an active lifestyle but also to demonstrate Kenya’s natural beauty and cultural richness. This initiative aligns with our broader objective of positioning Kenya as a leading destination for sports tourism,” Tuwei said.
In addition to the ongoing Heritage Trails Expedition and Barngetuny Run, the Magical Kenya Mountain & Trail Series will feature other major events throughout the year. These include the Nyamira Great Run Edition in May, Mt. Kenya Mountain Run Edition in June, Aberdare’s Trail Run Edition in August, Mt. Longonot Edition in November, and the Mt. Elgon Run in December. This carefully planned calendar ensures that adventure lovers have a year-round opportunity to experience Kenya’s breathtaking landscapes and diverse culture.
Kenya Tourism Board CEO, June Chepkemei, highlighted the importance of the collaboration with Athletics Kenya, noting that it enhances Kenya’s profile as both a sports and adventure tourism destination. She pointed out that the series forms part of the broader Kenya Adventure Tourism Club initiative, launched in July last year. “This initiative brings together stakeholders from both the public and private sectors, including adventure experience providers, tourism experts, and suppliers from across Kenya’s nine tourism circuits. It seeks to foster collaboration and position Kenya as a world-class destination for adventure enthusiasts,” she explained.
