As the world turns its attention to Kenya this weekend for its iconic safari rally, we once again remind ourselves of the enduring spirit of one of East Africa’s most precious sports traditions.
Rather than just a high octane motorsport event, the rally serves as a powerful platform to promote regional integration, boost tourism and strengthen economic ties in East African countries.
Back in 1953, the safari rally began as a coral coronation safari in East Africa and commemorates the coral coronation of Queen Elizabeth II. It has since evolved into the finest global events, but its roots reflect the camaraderie and shared heritage that once defined the East African region. Today, this legacy is endured and brings together thousands of fans, businesses and policymakers to celebrate sportsmanship, adventure and unity.
This year, Kenya plans to welcome over 30,000 visitors from all over the East Africa region during the 2025 WRC Safari Rally.
This surge in numbers highlights the growing influence of the rally and is seamlessly in line with the Kenya Tourism Board (KTB) “Rally Safari and Other” campaign, aiming to position Kenya as a preferred and diverse tourist destination destination within the region.
East Africa is the basis for Kenya’s tourism growth. In 2024, Uganda and Tanzania ranked second and third with 225,559 and 203,290 respectively regarding the arrival of visitors. Ethiopia, Rwanda and Burundi also made significant contributions to the success of the sector.
These figures highlight the deep interconnectedness of our economy and the great potential for continued cooperation in the tourism and travel sector.
Beyond the thrilling rally action, many visitors will extend their stay to explore Kenya’s diverse attractions, as confirmed by hoteliers and hospitality facilities owners in and around Naivasha.
This expanded tourism activity injects important revenues into the local economy, creates jobs and promotes livelihoods across the country.
The growing popularity of motorsports in the region reflects the broader trends in economic integration within the East African Community (EAC). As our markets become increasingly interconnected, Kenya continues to emerge as a hub for conferences, investments and business tourism.
The rising middle class in East Africa has led to a growing desire for ambitious travel experiences such as safari rallies. Kenya is well suited to exploit these opportunities, backed by an extensive air transport network, well-maintained road infrastructure and world-class hospitality facilities.
Furthermore, major sporting events like Safari Rally catalyze infrastructure improvements with lasting benefits beyond the event itself. Over the past few years, Kenya has experienced extensive developments of hospitality facilities in and around Naivasha, taking advantage of the economic opportunities associated with WRC Safari Rally events.
The EAC has already exploited collective strength to sell the region under the “Visit East Africa – Feel the Atmosphere” tourism brand, promoting East Africa as a unified travel and investment destination. Safari Rally represents this vision and offers an inspiring showcase of the beauty, culture and economic potential of the region.
The EAC aims to attract 14.5 million tourists a year by the end of this year. It’s twice the 7.2 million people recorded in 2019. Achieving this ambitious goal requires sustainable investments in marketing, infrastructure and regional collaboration.
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Kenya is making great profits by hosting this world-class event, which includes an estimated 900 million global audiences witnessing the stunning landscape, but the real winners are the people of East Africa. The gathering not only stimulates travel, investment and cultural exchange, but also strengthens bonds that unite us as a community.
But beyond competition, the most enduring legacy of safari rally is the human connection it promotes. By embracing our shared history and aspirations, we can transcend political divisions and build a future rooted in mutual prosperity.
Celebrate the unity, resilience and ambition that defines East Africa this weekend, while cheering on drivers. Once the dust settles in the rally truck, this spirit of unity must continue to advance our community.
The author is CEO of the Kenya Tourism Board (KTB).
