Kenya turns to esports to boost tourism on global stage

The agreement seeks to leverage the global reach of esports and video gaming to market the Magical Kenya brand to millions of gamers worldwide.

Under the partnership, the Magical Kenya identity will be integrated into international esports events, digital broadcasts and competitive circuits.

The Esports Kenya National Team will also feature the Magical Kenya logo on its jerseys during international assignments, giving Kenya's tourism brand visibility on global esports platforms.

The agreement was signed by Esports Kenya president Ronny Lusigi, KTB chief executive officer June Chepkemei and GEF President Sir Paul Foster who was in the country earlier this week at the KTB headquarters in Nairobi.

Lusigi said the partnership presents an opportunity to connect Kenya's national esports efforts with the country's creative and digital sectors while reaching a highly engaged global audience.

Foster highlighted Kenya's combination of world-class tourist attractions and growing digital infrastructure, saying the partnership would help tell the country's story to the global gaming community.

Chepkemei said Kenya's youthful population, strong internet connectivity, rich culture and growing pool of digital creators provide an opportunity to develop a distinctive esports tourism offering.

The partnership will focus on events including the Kenya Esports Series, Global Esports Festival.