Ethiopia, renowned for its rich cultural heritage, breathtaking landscapes, and historic sites, holds untapped potential in a growing global market. Sports tourism has become a new hope for the country’s growing tourism sector. As one of Africa’s emerging destinations, Ethiopia is uniquely positioned to leverage its sporting legacy, favorable climate, and mountainous topography to attract both amateur and professional athletes, as well as international spectators and adventure-seekers.
Accordingly, one of Ethiopia’s most attractive assets for sports tourism is its highland topography. Places like Sululta, Entoto Hills, and Bekoji often dubbed the “town of runners” offer ideal training environments due to their altitude, terrain, and climate. These locations are already frequented by elite athletes and can be further developed with modern facilities, accommodations, and support services to cater to foreign visitors.
What is more, being home to numerous medium, long-distance and marathon athletes, Ethiopia’s global reputation in long-distance running is unmatched. Its legendary figures such as Abebe Bikila, Haile Gebreselassie, Derartu Tulu, Kenenisa Bekele, and Tirunesh Dibaba have put the country on the world athletics map. Their achievements have not only inspired a generation of athletes but also created a unique branding opportunity for the country. The success of Ethiopian runners can be used as a catalyst for developing high-altitude training centers that attract international athletes looking to improve performance under similar conditions.
Recently, it was announced that a Great Run that highlights sports tourism potential in Ethiopia will take place in Bokoji, a town located in the Arsi Zone of Oromia State and globally recognized as the birthplace of numerous elite Ethiopian athletes.
The Ethio Telecom Great Run will take place in Bokoji, , on May 25, 2025. The event marks the 3rd city race in the “’Discover Ethiopia Classics” series in a collection of 4 races planned to take place in regional cities.
Briefing the media, Tourism State Minister Endegena Abebe said that the government’s strategic vision is to position Bokoji, a town globally recognized as the town of world record holders Ethiopian athletes, as a central hub for sports tourism development.
“Our core aim is to leverage the power of athletics to drive economic development in areas like Bokoji,” he stated, highlighting plans to significantly boost investment in sports tourism, particularly within the hospitality sector.
He articulated the ambition for Bokoji to evolve into a renowned destination akin to Eldoret in Kenya, which is celebrated for both its athletic prowess and thriving tourism industry, owing to its high-altitude advantage that attract long-distance runners from around the world.
Culture and Sport Tourism State Minister, Mekuye Mohammed noted that Ethiopia’s considerable untapped potential in benefiting from the sport sector, stressing the need for dedicated efforts in this regard.
On his part, Bekoji Town Deputy Mayor Bezu Abebe affirmed the town’s readiness to welcome participants and guests.
He said a total of three thousand participants are expected to attend the event and athletes from ten countries to take part in the run.
Beyond athletics, Ethiopia offers diverse opportunities for adventure and endurance sports. The Simien and Bale Mountains are ideal for trekking, mountain biking, and trail running. Lake Tana and the Rift Valley lakes offer potential for water sports such as open-water swimming. The country’s unique geography can host multi-sport events such as marathons and attract sports tourists seeking challenging and scenic environments.
Ethiopia also possesses a rich tradition of indigenous sports, including Genna (a hockey-like game played during Ethiopian Christmas) and Gugs (horseback riding) mostly practiced in the countryside. These cultural experiences can be integrated into sports tourism packages, offering visitors a deeper understanding of local customs while enjoying active experiences.
Ethiopia’s capital, Addis Ababa, is already a regional hub, hosting various international events. Upgrading stadiums and infrastructure could position Ethiopia as a destination for hosting regional and continental championships in athletics, football, cycling, and more. Events like the Great Ethiopian Run, Africa’s largest road race already draw tens of thousands of international participants and showcase the country’s organizational capacity and enthusiastic participation.
Moreover, developing sports tourism offers multiple benefits. Economically, it can create jobs, boost local businesses, and generate foreign exchange. Socially, it promotes healthy lifestyles, youth engagement, and national pride. Furthermore, increased visibility through sports can enhance Ethiopia’s global image, complementing its tourism brand alongside historic and cultural attractions.
To unlock its sports tourism potential, Ethiopia can take several key steps including investing in infrastructure, promoting Public-Private Partnerships, marketing and branding as well building capacity of sector professionals.
So far, Ethiopia is investing in state-of-the-art sports facilities to accommodate international events. The Addis Ababa Stadium, with a capacity of more than 50,000 spectators is designed to meet the standards of CAF and FIFA, positioning the country to host major football tournaments. Similarly, the Bahir Dar Stadium is undergoing renovations to enhance its appeal for both athletes and spectators.
More importantly, giving due attention to the country’s sports tourism enables creating numerous job opportunities to the youths and women.
In sum, with its compelling mix of natural beauty, athletic heritage, and growing infrastructure, Ethiopia is poised to become a premier sports tourism destination in Africa. By recognizing and nurturing this potential, the country can diversify its tourism portfolio; strengthen its economy, and its standing on the global stage not just as the land of long-distance champions, but as a dynamic playground for athletes and enthusiasts from around the world.
The country’s rich athletic heritage, combined with its investment in infrastructure and community-driven initiatives, positions it as a burgeoning sports tourism destination. As the country continues to harness its natural landscapes and immense cultural and historical heritages, the country offers unparalleled experiences for sports enthusiasts worldwide.
BY TEWODROS KASSA
THE ETHIOPIAN HERALD FRIDAY 23 MAY 2025
