The Kenya Tourism Board (KTB) is set to capitalize on the growing motorsport enthusiasm in East Africa to boost visitor arrivals, leveraging the high-profile WRC Safari Rally, which kicks off in Naivasha on Thursday.
According to KTB Chief Executive Officer June Chepkemei, the rally has evolved into a key platform for showcasing Kenya’s tourism appeal both regionally and globally.
“The WRC Safari Rally has transformed into a premier platform for showcasing Kenya’s tourism prowess to both regional and global audiences,” Chepkemei said in a statement issued in Nairobi.
The event is expected to attract an estimated 30,000 motorsport fans from across East Africa, including Tanzania, Uganda, Rwanda, Burundi, and Ethiopia—three times more than in 2024.
Chepkemei noted that Kenya’s East African neighbors are a high-potential source market for tourism due to their proximity and improving travel connectivity.
“With this rising profile, we are seeking to leverage the excitement, passion, and energy of motorsports fans to become ambassadors for Magical Kenya,” she added.
A contingent of motorsport enthusiasts from Tanzania, Uganda, and Rwanda is expected to arrive in Naivasha on Wednesday, forming the first wave of regional visitors. As part of their experience, they will embark on a scenic tour showcasing Kenya’s breathtaking landscapes and abundant wildlife before reaching Naivasha.
To further encourage travel, Kenya Airways has extended a 12-percent discount to passengers flying to Kenya for the event, according to Joseph Munyeti, the airline’s regional manager for East and Central Africa.
With Naivasha set to host thousands of rally fans and international visitors, the KTB aims to use this event as a launchpad to further market Kenya’s diverse tourism offerings, from adventure and wildlife to culture and luxury experiences.
