Kenya Leverages WRC Safari Rally to Boost Regional Tourism

The Kenya Tourism Board (KTB) has ramped up its efforts to attract motorsports enthusiasts from across East Africa as the region gears up for the highly anticipated WRC Safari Rally, set to take place from March 20 to 23, 2025. The rally, hosted in Naivasha, has become a key tourism driver, showcasing Kenya’s stunning landscapes, abundant wildlife, and adventure experiences to both regional and international audiences.

Motorsports fans from neighboring countries, including Tanzania, Uganda, and Rwanda, are expected to arrive in Naivasha starting Wednesday. These visitors, traveling as part of organized tour groups, will enjoy scenic routes that highlight some of Kenya’s most picturesque destinations on their way to the rally venue. This initiative underscores Kenya’s focus on promoting regional travel and harnessing the growing popularity of motorsports to boost tourism.

Kenya’s High Commissioner to Tanzania, Ambassador Isaac Njenga, flagged off a group of Tanzanian fans in Dar es Salaam, emphasizing the importance of leveraging events like the WRC Safari Rally to enhance tourism across East Africa. “The Safari Rally has been integral in reinforcing the appeal of Kenya and the East African region to the world. Leveraging events such as motorsports is one of the ways to grow tourism numbers, and KTB should continue to tap into this initiative,” said Njenga. He also stressed the need for deeper collaboration among East African countries to unlock the full potential of regional travel and foster economic integration.

This year, the WRC Safari Rally is expected to draw over 30,000 motorsports enthusiasts from Tanzania, Uganda, Rwanda, Burundi, and Ethiopia—a threefold increase compared to last year. This surge in attendance highlights the event’s growing significance as a tourism magnet for the region.

KTB CEO June Chepkemei lauded the rally as a powerful platform for boosting Kenya’s tourism profile. “The WRC Safari Rally has transformed into a premier platform for showcasing Kenya’s tourism prowess to both regional and global audiences. With this rising profile, we are seeking to leverage the excitement, passion, and energy of motorsports fans such that they become ambassadors for Magical Kenya,” Chepkemei stated.

She further emphasized the importance of Kenya’s East African neighbors as a high-potential source market. “Our East African neighbors represent an important and high-potential source market, given their proximity and improving connectivity to Kenya. This targeted experiential marketing campaign is a strategic move that allows us to tap into their growing appetite for travel and adventure,” she added.

Regional integration has been a key driver of Kenya’s tourism growth, with enhanced cross-border travel contributing to rising numbers of visitors from East Africa. According to the 2024 Tourism Performance Report, Uganda ranked second in visitor arrivals to Kenya with 225,559 visitors, followed by Tanzania with 203,290. These figures underscore the importance of the East African Community (EAC) as a vital source market for Kenya’s tourism sector.

In support of the rally, Kenya Airways has introduced a 12% discount for passengers traveling to Kenya for the event. Joseph Munyeti, Kenya Airways Regional Manager, noted a significant uptick in bookings tied to the promotion. “We are already seeing an increase in passenger bookings through our promotion for this rally season,” he revealed, adding that the airline operates four daily flights from Dar es Salaam, two daily flights from Zanzibar, and one daily flight from Kilimanjaro, enhancing accessibility for Tanzanian travelers.

Flag-off events for motorsports fans also took place at Kenya’s High Commissions in Uganda and Rwanda, signaling a coordinated regional effort to drive attendance. Last year, KTB hosted a similar experiential tour for regional motorsports fans, further cementing its commitment to leveraging events and activations to grow tourism numbers.

For African travel agents, the WRC Safari Rally represents a golden opportunity to market Kenya as a premier adventure and event tourism destination. Packages combining the rally experience with Kenya’s renowned safari parks, lakeside retreats, and cultural attractions can appeal to a wide range of clients. The rally also provides a chance to capitalize on Kenya’s improving regional connectivity and its growing reputation as a vibrant destination for adventure seekers and nature lovers alike.

As excitement builds for the WRC Safari Rally 2025, KTB’s initiatives are paving the way for increased intra-regional travel, reinforcing Kenya’s position as a tourism leader in East Africa while fostering collaboration and economic growth across the region.