JUNE CHEPKEMEI: Why WRC Safari is key in driving tourism, regional integration

AS the dust settles after the iconic Safari Rally, we are again reminded of the enduring spirit of one of East Africa’s most treasured sporting traditions.

The rally serves as a powerful platform for fostering regional integration, boosting tourism and strengthening economic ties among East African nations.

Dating back to 1953, the rally began as the East African Coronation Safari, commemorating the coronation of Queen Elizabeth II.

While it has since evolved into a premier global event, its roots reflect the camaraderie and shared heritage that once defined the East African region.

Today, this legacy endures, bringing together thousands of fans, businesses, and policymakers in a celebration of sportsmanship, adventure, and unity.

This year, Kenya welcomed over 30,000 visitors from across the East African region, a significant leap from about 10,000 fromlast year.

This surge underscores the rally’s growing influence and aligns seamlessly with the “Rally Safari and More” campaign by the Kenya Tourism Board (KTB), aimed at positioning Kenya as a preferred and diversified tourism destination.

East Africa remains a cornerstone of Kenya’s tourism growth.

In 2024, Uganda and Tanzania ranked second and third in terms of overall visitor arrivals with 225,559 and 203,290 respectively.

Ethiopia, Rwanda, and Burundi also contributed to the sector’s success.

 These figures highlight the deep interconnectivity of our economies and the immense potential for continued collaboration in the tourism and travel sectors.

Many visitors will extend their stay to explore Kenya’s diverse attractions as confirmed by hoteliers and hospitality facility owners in Naivasha and the environs.

This extended tourism activity injects vital revenue into local economies, creating jobs and enhancing livelihoods across the country.

The growing popularity of motorsports in the region reflects a broader trend of economic integration within the East African Community (EAC).

As our markets become increasingly interconnected, Kenya continues to emerge as a hub for conferences, investment, and business tourism.

Kenya is well-positioned to capitalise on these opportunities, backed by an extensive air transport network, well-maintained road infrastructure and world-class hospitality facilities.

Moreover, major sporting events like the Safari Rally catalyse infrastructural improvements that have lasting benefits.

Over the last few years, Kenya has experienced massive development of hospitality facilities within Naivasha and its environs to tap into the tidings that come with the WRC Safari rally event.

The EAC is leveraging its collective strength to market the region under the “Visit East Africa – Feel the Vibe” tourism brand, promoting East Africa as a unified travel and investment destination.

The Safari Rally epitomises this vision, offering an electrifying showcase of the region’s beauty, culture, and economic potential.

The EAC aims at 14.05 million tourists annually by the end of this year—nearly double the 7.2 million recorded in 2019.

Achieving this target will require sustained investment in marketing, infrastructure and regional collaboration, with marquee events like the Safari Rally pivotal in drawing international visitors.

While Kenya reaps immense benefits from hosting this world-class event including an estimated 900 million global viewers, who will witness its stunning landscapes, the true winners are the people of East Africa.

The rally stimulates travel, investment and cultural exchange and strengthens the bond that unites us as a region.

But beyond the competition, the Safari Rally’s most enduring legacy is the human connections it fosters. As the memories sink in, let us continue to celebrate the unity, resilience, and ambition that define East Africa.

This spirit of togetherness must continue to drive our region forward.

The writer is the CEO of the Kenya Tourism Board