By KPC Sports Reporter
Nakuru County is experiencing a major economic boost as the World Rally Championship Safari Rally returns to Naivasha, with an estimated 600,000 fans expected to attend the three-day motorsport spectacle.
The rally, running from March 12 to March 15, has attracted 46 drivers, including 17 Kenyan competitors, further cementing Naivasha’s reputation as a leading sports tourism destination in the region.
Since its return to Kenya in 2021, the event has grown into one of the country’s most significant international sporting competitions, drawing thousands of visitors, investors, and global media attention.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the rally is already delivering strong economic gains, particularly in the hospitality sector across Naivasha and the wider Nakuru County.
Speaking during a media briefing at the rally service park hosted at the Wildlife Research and Training Institute, the Cabinet Secretary said hotels and other hospitality facilities in the region are operating at full capacity due to the influx of rally enthusiasts.
“The Ministry of Tourism is part of this event because we recognize the contribution it makes towards our targets of increasing tourism numbers, earnings and employment opportunities,” Miano said.
She noted that since the rally’s resumption in Kenya, new hotel facilities have been established and investor interest in Naivasha has continued to grow as the town emerges as a key tourism destination.
According to Miano, the impact of the rally is already visible, with hotels around Naivasha and across Nakuru County reporting close to 100 percent occupancy while businesses in the region record increased activity.
The Cabinet Secretary also confirmed that the government has invested in this year’s competition through sponsorship initiatives aimed at boosting Kenya’s global visibility.
For the 2026 edition, the Ministry of Tourism and Wildlife, through the Kenyatta International Convention Centre, has sponsored a rally car participating in the championship.
“This is significant for us because we appreciate the platform that sports tourism offers in showcasing the beauty of Kenya to the world while positioning the country as a premier destination for conferences and tourism,” she said.
The sponsorship forms part of a broader government strategy to integrate sports tourism with the country’s growing Meetings, Incentives,
Conferences and Exhibitions (MICE) sector. Through the globally recognised rally, Kenya aims to promote the Destination Kenya brand to millions of viewers worldwide.
Youth Affairs, Creative Economy and Sports Cabinet Secretary Salim Mvurya said the rally is attracting strong regional interest and could set new attendance records this year.
“The excitement is big across East Africa and beyond. We expect about 10,000 visitors from the region, and overall we anticipate surpassing last year’s attendance. Last year we had about 400,000 spectators, and this year we expect around 600,000 fans,” Mvurya said.
He added that the government is working with the private sector to establish a motorsport talent development academy aimed at nurturing young Kenyan drivers and technicians.
“We are already working on a motorsport talent academy in collaboration with the private sector. Soon we will make an announcement so that we can begin grooming and inspiring young talents in motorsport,” he said.
The initiative is expected to help develop a pipeline of skilled professionals in rally driving, vehicle engineering and motorsport management while strengthening Kenya’s long-term capacity in the sport.