Kenya just won the rights to host the 2029 World Athletics Championship: What this means for Africa and its sports and events industry
No African country has hosted the World Athletics Championship since its inception in 1983…a somewhat surprising fact when one considers that African countries like Kenya and Ethiopia both figure on the top 3 and top 10 leaderboard respectively for most medals won.
But Nairobi has recently shattered this glass ceiling, winning the rights to host the 2029 edition, putting both London and Rome out of the race.
But beyond the historic nature of this win, what are the greater implications for African sports, and the African tourism and events industry?
What does this mean for not just Kenya, but for the region at large?
The set-up
Nairobi, the Kenyan capital, will hold the event at its 48,000-capacity Kasarani Stadium, for a total of 9 days. It will adopt the standard format for the global outdoor track and field competition.
Kenya won this historic bid for two principal reasons:
Its rich athletics heritage
Kenya boasts 72 World Championship and 38 Olympic gold medals, predominantly in middle and long-distance running.
Kenya's experience of hosting major athletics events
This demonstrated Kenya’s practical capacity to host the upcoming World Athletics Championship. From capacity to logistics, Kenya was able to quote its experience hosting major sporting events, including: the 2017 World Under-18 and 2021 World U20 Championships in Nairobi and the 2007 World Cross Country Championships in Mombasa.
Ahead of co-hosting next year's Africa Cup of Nations alongside Tanzania and Uganda, Kenya has also been renovating its stadiums. The Kasarani Stadium itself is being fully renovated in the build-up to hosting games at the continent's biggest football tournament.
The expected impact
What might look like a single 9-day event on paper is actually a multi-impact event, with the potential to boost everything from the country’s revenues to the continent’s reputation.
Tourism Growth
One of the major industries to benefit directly from this event will be tourism.
Under its 2025-2030 National Tourism Strategy, Kenya is currently targeting 5 million international tourist arrivals and KES 1.2 trillion ($9 billion) in tourism revenue by 2030, with sports tourism being a major driver.
Business Revenue
Large international sports events (such as recent World Athletics editions) generate millions in economic activity. Tourist influx boosts hotels, restaurants, transport, and local retailers. Merchandisers also stand to gain through event merchandise production.
Investment in these sectors hold great promise.
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Infrastructure & Facility Legacy
Already, Kenya is upgrading its Kasarani stadium to welcome the upcoming 2029 events. Further enhancements and logistical developments are expected in the lead-up to the championship. This will create lasting structural and developmental change, with potentially improved public infrastructures like roads and highways. In the grand scheme of things, this is a net positive for the country and for investors looking to expand there even after the event.
Double Sports Wave
Nairobi will host football's Africa Cup of Nations (AFCON) in 2027, only two years shy of the athletics championships. These back-to-back events will create a string of sports events, potentially building a reputation for Kenya.
Reputation
The event will be broadcast worldwide, and depending on how smoothly the games take place and how well the events generally unfold, Kenya and Africa as a whole could receive a significant reputational boost. As the first African country to host these international games, Kenya is not just holding its own reputation, but carries the weight of the whole continent with it.
It is also worth noting that Kenya is not the only African country looking to improve tourism through sports. Other African countries have added sport to their tourism planning. Rwanda may be most notable for this. It has signed partnerships with football clubs including Paris Saint-Germain and Arsenal to promote its “Visit Rwanda” brand.
Human Capital
The World Athletics President Sebastian Coe has noted that the legacy of hosting these games goes beyond everything that has been mentioned so far. It also extends to building technical expertise, event delivery capacity, and sports management skills in not just Kenya, but very much across the region as well.
For Kenya and for the Eastern African region, this one event holds great potential.
About the Author
Aldo Figaro joined Africa HR Solutions as a tech-savvy Copywriter in 2022. Since then, he has developed a keen eye for simplifying complex topics for the website's users. He has authored a wide range of articles on payroll, Employer of Record (EOR), and Professional Employer Organisation (PEO) services in Africa.
Frequently Asked Questions
Why is Kenya hosting the 2029 World Athletics Championships significant?
No African country has hosted the championships since they began in 1983.
Nairobi’s win, which beat bids from London and Rome, is a historic first for the continent and a major recognition of Africa’s long record in athletics.
Where and when will the championships take place?
The event will be held at the 48,000-capacity Kasarani Stadium in Nairobi over nine days, using the standard format for the global outdoor track and field competition.
Why was Kenya chosen as host?
Two factors stood out. The first is Kenya’s athletics heritage, including 72 World Championship and 38 Olympic gold medals. The second is its experience of hosting major events, such as the 2017 World Under-18 Championships, the 2021 World U20 Championships, and the 2007 World Cross Country Championships.
How could the championships benefit Kenya’s economy?
Tourism is expected to gain the most, supported by Kenya’s 2025 to 2030 National Tourism Strategy, which targets 5 million international arrivals by 2030. Hotels, restaurants, transport providers, retailers, and merchandisers should also benefit from the influx of visitors, and infrastructure upgrades should leave a lasting legacy.
How does AFCON 2027 relate to the championships?
Kenya will co-host the Africa Cup of Nations in 2027 alongside Tanzania and Uganda, two years before the athletics event.
Together, the two tournaments could build Kenya’s reputation as a reliable destination for major sporting events.
What does this mean for businesses looking to expand into Kenya and East Africa?
Growing visibility, improved infrastructure, and rising demand in tourism, hospitality, and events create new openings in the region.
Businesses should also plan for local employment, payroll, and compliance requirements before they enter the market.
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