Kenya backs Safari Rally to boost tourism investment and motorsport growth

Kenya is once again turning to one of its best-known sporting events to support tourism and attract investment.

The return of the Safari Rally Kenya, part of the global World Rally Championship calendar, has drawn large crowds to the lakeside town of Naivasha, offering a lift to hotels, tour operators and local businesses. 

The 2026 rally is expected to attract more than 600,000 spectators over four days, underscoring the growing role of sports tourism in Kenya’s travel industry.

Motorsport fans, media crews and investors have traveled to the region, highlighting how major international events can help bring visitors to Africa’s tourism destinations. 

Since returning to Kenya in 2021 after nearly two decades away, the Safari Rally has become one of the country’s most visible international events.

The race winds through the dramatic landscapes around Naivasha, where rough terrain and sweeping views have long made the rally one of the most recognizable stages in global motorsport. 

For Kenya’s tourism authorities, the event also offers a chance to present the country to an international audience.

The rally is broadcast to millions of viewers worldwide, giving officials an opportunity to highlight Kenya’s scenery, wildlife and travel experiences. 

This year’s competition, running from March 12 to March 15, features 46 drivers, including 17 Kenyan competitors competing across rally stages in Nakuru County.

Rally brings boost to hotels and local business 

Tourism and Wildlife Cabinet Secretary Rebecca Miano said the rally is already supporting business activity in Naivasha and surrounding towns. 

Speaking at the rally service park hosted by the Wildlife Research and Training Institute, Miano said hotels and other accommodation facilities are operating close to full capacity as thousands of fans travel to the region. 

“The Ministry of Tourism is part of this event because we recognize the contribution it makes toward increasing visitor numbers, tourism earnings and job opportunities,” Miano said. 

She added that the return of the rally in recent years has encouraged new hotel development and growing investor interest as Naivasha continues to strengthen its profile as a tourism destination.

Government links sports tourism to global marketing 

The Kenyan government is also using the rally to expand the country’s international tourism promotion. 

Through the Kenyatta International Convention Centre, the Ministry of Tourism and Wildlife has sponsored a rally car taking part in this year’s championship. 

Officials say the initiative is part of a wider effort to link sports tourism with Kenya’s meetings, incentives, conferences and exhibitions sector, helping promote the country as a destination for major events while introducing the “Destination Kenya” brand to a global audience.