Nakuru county is once again experiencing a major economic boost as the 2026 edition of the globally renowned World Rally Championship (WRC) Safari Rally roars into Naivasha, with an estimated 600,000 fans expected to attend the three-day motorsport spectacle.
The rally, which runs from Thursday, March 12 to Sunday, March 15 has drawn 46 drivers, including 17 Kenya competitors and continued to cement Naivasha’s status as a leading sports tourism destination in the region.
Since its return to Kenya in 2021, the Safari Rally has steadily grown into oneof the country’s most significant international sporting events, attractingthousands of visitors, investors and global media attention.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the event isalready delivering strong economic gains, particularly within the hospitalitysector across Naivasha and the wider Nakuru County.
Speaking during a media briefing at the rally service park hosted at theWildlife Research and Training Institute (WRTI), the Cabinet Secretary revealedthat hotels and other hospitality facilities in the region are operating atfull capacity due to the influx of rally enthusiasts.
According to the CS, the rally continues to demonstrate the powerful rolesports tourism plays in advancing the country’s tourism growth agenda.
“The Ministry of Tourism is part of this event because we recognise thecontribution it makes towards our targets of increasing tourism numbers,earnings and employment opportunities,” Miano said.
“Since the resumption ofthe rally in Kenya, we have witnessed the establishment of new hotel facilitiesand increased investor interest as Naivasha continues to emerge as an importanttourism destination.”
She added that the event’s impact is immediately visible during the rallyperiod, with hotels around Naivasha and Nakuru County as a whole recordingnearly 100 per cent occupancy,and businesses across the region experiencing increased activity.
Miano further confirmed that the government has directly invested in thisyear’s competition through sponsorship initiatives aimed at amplifying Kenya’sglobal visibility.
For the 2026 edition, the Ministry of Tourism and Wildlife, through theKenyatta International Convention Centre (KICC), has sponsored a rally carparticipating in the championship.
“This is significant for us because we appreciate the platform that sportstourism offers in showcasing the beauty of Kenya to the world while positioningthe country as a premier destination for conferences and tourism,” she said.
The sponsorship forms part of a broader government strategy to integratesports tourism with the country’s growing Meetings, Incentives, Conferences andExhibitions (MICE) sector.
By participating in a globally recognized motorsportevent, the government hopes to further elevate the Destination Kenya brand to millions of viewers worldwide.
Youth Affairs, Creative Economy and Sports Cabinet Secretary Salim Mvuryasaid the rally continues to attract strong regional interest and could set newattendance records this year.
“The excitement is big across East Africa and beyond. We expect about 10,000 visitors from the region, andoverall we anticipate surpassing last year’s attendance. Last year we had about400,000 spectators, and thisyear we expect around 600,000 fans,”Mvurya said.
He added that the government is collaborating with the private sector toestablish a motorsport talentdevelopment academy aimed at nurturing young Kenyan drivers andtechnicians interested in motorsport.
“We are already working on a motorsport talent academy in collaborationwith the private sector. Soon we will be making an announcement so that we canbegin grooming and inspiring young talents in motorsport,” he said.
According to the government, say the initiative will help develop apipeline of skilled professionals in rally driving, vehicle engineering andmotorsport management while ensuring Kenya builds long-term capacity within thesport.
