As the countdown to the 2025 World Rally Championship (WRC) Safari Rally begins, the Kenya Tourism Board (KTB) is intensifying its tourism promotion efforts across East Africa, aiming to harness the rising popularity of motorsports as a tool to draw regional visitors. Scheduled to take place from March 20th to 23rd in Naivasha, the event has prompted a surge in cross-border tourism initiatives, particularly targeted at neighboring countries including Tanzania, Uganda, and Rwanda. These nations are expected to contribute significantly to the influx of motorsport enthusiasts converging on Kenya for the highly anticipated rally.
This week, a wave of fans from these countries will begin arriving in Kenya, marking a significant milestone in regional tourism collaboration. These travelers are part of organized groups that will not only attend the WRC Safari Rally but also experience Kenya’s rich scenic landscapes and wildlife en route to Naivasha. The move underscores KTB’s broader strategy of promoting Kenya as a regional hub for tourism by capitalizing on large-scale events that appeal to diverse audiences. The initiative was symbolically launched in Dar es Salaam, where Kenya’s High Commissioner to Tanzania, Ambassador Isaac Njenga, flagged off a bus of Tanzanian motorsport fans heading for the rally. He emphasized the strategic value of the WRC Safari Rally in enhancing Kenya’s visibility and appeal within East Africa and beyond, calling on continued partnerships between KTB and regional stakeholders to further drive tourism growth.
The regional interest in this year’s rally is unprecedented, with an estimated 30,000 motorsports fans from across East Africa, including Burundi and Ethiopia, expected to attend—a threefold increase compared to the previous year. This surge is a testament to the rally’s growing stature and its ability to attract diverse visitors. KTB Chief Executive Officer June Chepkemei noted that the WRC Safari Rally has evolved into a key marketing platform for Kenya, blending the excitement of motorsport with the allure of the country’s tourism offerings. She highlighted the importance of leveraging the passion and energy of motorsport enthusiasts to position Kenya as a premier travel destination. Chepkemei also pointed out that East Africa remains a high-potential tourism source market, benefiting from geographic proximity and improved travel infrastructure, both of which have made cross-border tourism more accessible.
The tourism board’s efforts are complemented by Kenya Airways, which has extended a 12% discount to travelers attending the Safari Rally. Regional Manager for East and Central Africa, Joseph Munyeti, confirmed increased bookings linked to the promotion and noted that the airline offers frequent daily flights from key Tanzanian cities such as Dar es Salaam, Zanzibar, and Kilimanjaro, further easing travel for rally attendees. Additionally, promotional events and fan departures were organized through Kenyan diplomatic missions in Uganda and Rwanda, demonstrating a coordinated regional approach to the tourism drive.
KTB’s ongoing commitment to regional tourism was also evident last year when it hosted motorsports fans from across East Africa for a similar experience. These initiatives are designed to deepen regional integration and expand Kenya’s share of intra-African tourism, with recent data indicating strong performance from neighboring countries. According to the 2024 Tourism Performance Report, Uganda contributed 225,559 visitors to Kenya, ranking second, while Tanzania followed with 203,290 visitors. These figures reflect the tangible benefits of strategic tourism marketing aligned with major events, a formula that KTB hopes to replicate and build upon with the 2025 WRC Safari Rally.
